1. Public Relations Training
Corporate Affairs Training
2014

2. Public Relations Checklist
How to Pitch a Reporter
Pitch Examples
Press Releases
Tips on Writing and Distributing a Press Release
National Press Releases VS Local Press Releases
Sample Press Releases
Policies & Procedures
Media Policy
Publications
Crisis Communications
Office Disaster Recovery Plans
Blasts
Instructor: John DeLibero

3. Table of Contents How to Pitch a Reporter Press Releases
Policies & Procedures

4. How to Pitch a Reporter

5. Tips on Pitching
A pitch letter is a wonderful and often underused tool to establish a relationship or introduction to a reporter. Just remember to keep them short, get to the point, show how your event/story can appeal to their audience and fits in the media outlet’s mission.
After you have submitted your pitch to a reporter, you should wait a few days and follow up with either a brief or phone call to see if the reporter is interested in moving forward. If the reporter is not interested in moving forward do not be discouraged, their will plenty of opportunities to work with them in the future.

6. Sample Pitch

7. Press Releases

8. Tips on Writing and Distributing a Press Release
A press release is a factual news story, it's not a sales letter
Give the reporter what they want, a factual, relevant, exciting story
Keep it short, 350 words to 500 words
Keep it simple, avoid industry specific words
The first sentence of your first paragraph should be compelling, exciting, intriguing
Don't give them old news
Proof read, then proof read again, check your grammar and spelling for accuracy. Have several people also read it over a few times
If you feel uncomfortable drafting the release feel free to contact me
Always use the approved template

9. National Press Releases VS Local Press Releases
Distributed when Senior Leadership change occurs in the Americas
Distributed when a new Mean & Method is created by Lend Lease and adopted by the industry
Distributed when a significant milestone is accomplished for an iconic project for the Americas Region
National releases should be limited
National releases are expensive to distribute
Local Press Releases
Distributed when Senior Leadership change occurs in the local office
Distributed when a new Mean & Method is created by Lend Lease and adopted in the office
Distributed when a significant milestone is accomplished on important project for the Local Office
Local Office should produce more press releases
Local releases are cost effective

10. Sample Press Releases
National Release
Local Release

11. Policies & Procedures

12. Local Press Release Flow National, PM&C, Development
To ensure consistency in the message presented to both local and national media, all communications
including press releases, fact sheets and speeches will be required to go through a quick approval
process.
Typical Flow of Information:
Step 1: Corporate Affairs or local office writes press release or feature.
Step 2: Press release is sent to Senior Project Executive for review/approval.
Step 3: Upon approval from Senior Project Executive, they will forward to client representatives to obtain written approval.
Step 4: If possible, obtain image approval to use a Rendering, Project image, Headshot, etc. – press releases with images gain are likely to be picked up by targeted media publications.
Step 5: Release is sent to the Head of Corporate Affairs final approval.
Step 6: Corporate Affairs distributes press release via PR News Wire and to local targeted media
publications.
The Lend Lease Client Must Approve All Releases! Client should be asked to initial all changes to a press release to document their approval to release. Total turnaround time for a press release should not exceed five working days. The project executive should request approvals from client representatives.
Prior to releasing a new win/job award, all applicable contracts/transaction documents must have been signed.

13. Press Release Guidelines
There are several requirements for press
releases prepared on behalf of Lend Lease:
Head of Corporate Affairs should be listed on every release (for National, PM&C and Development).
Standard company boilerplate must be included on the bottom of every release.
In most cases, the local senior manager is the spokesperson and he/she should be quoted in the release, unless someone else has been officially approved/designated by the Senior Manager.
Also, whenever possible, photography or architectural renderings should be included with releases. For releases regarding personnel, portrait photography is highly recommended.
When obtaining photos through the Digital Photo Library, local marketing member must confirm that all client approvals have been received.

14. PM&C and Development Approvals Required
External information
Approval
Project information
Internal Senior Management
Client written approval
Mary Costello approval
Project rendering
Press Release via Targeted Release
Press Release via PR News Wire Release
Lend Lease Website Press Release Announcement
External speaking engagement
Other external client communication released
Lend Lease mentioned in Social Media

15. Proactive PR Activity
Educate all project leadership and staff regarding basic media relations and protocols.
Aim key stories at the regional market
Develop presence in the regional area
Being known as industry experts will positively support the office’s strategic initiatives
Emphasis on regional angle and presence, however should act as one company, drawing on the strengths of the whole.
PIC/General Manager/Project Directors should be positioned as an industry expert, available for supporting quotes on technical or industry issues which may from time-to-time obtain media attention.
Cultivate relationships with regional news media organizations by:
Face-to-face meeting or contact when possible.
Understand how they operate, what features they may want or require.
Periodic follow-ups during key events (ground breakings, completions)

16. Reactive PR Activity
There are instances where a reporter may call seeking information about our company.
All media queries must be referred to the Head of Corporate Affairs/Director of Public Relations (National, PM&C and Development), Director of Marketing (Public Partnerships) or the senior most Lend Lease person at that location.
Head of Corporate Affairs/Director of Public Relations/Director of Marketing, Public Partnerships will assess the situation and will coach appropriate spokespeople who will respond to the media.
Head of Corporate Affairs/Director of Public Relations/Director of Marketing, Public Partnerships will coordinate with the client and their public relations staff if necessary.
Crisis Communication Plan in the event of a jobsite or company emergency should be handled by local Principal-in-Charge/Senior Project Executive and Head of Corporate Affairs/Director of Public Relations/Director of Marketing, Public Partnerships.

17. Public Relations Policy and Procedures
Media Policy
Publications
Crisis Communications
Office Disaster Recovery Plans
Blasts

18. Public Relations Quiz Q: Who must approve all external messaging?
A: Mary Costello
Q: Is client approval necessary for PM&C press release and media opportunities?
A: Yes
Q: Do you need to use Lend Lease templates for distributing a press release?
A: Yes, located on workspace
Q: Who distributes Press Releases?
A: Corporate Affairs distributes press release via PR News Wire and to local targeted media publications