1. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 1 Press Releases – Do’s and Don’ts TF-PR September 2005 – Estonia Joint Information Systems CommitteeSupporting education and research

2. Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 2 Robert Haymon-Collins JISC Head of Communications & Marketing

3. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 3 JISC and PR History of ‘invisibility’ Corporate nervousness of press and journalists Expectation that journalists would get it wrong Practice of waiting to be contacted Belief that what we do is ‘too difficult’ for journalists but Change forced upon us Competitive environment Desire to demonstrate impact and value

4. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 4 PR Within JISC Head of Comms & Marketing Comms Manager PR Manager Production Manager Events Coordinator Web Devtt Design & Print Coordinator Comms Coordinator Comms Manager Comms Officer Head of Outreach Partnership Manager Chief Executve Web Editor Comms Officer

5. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 5 Initial Problems Unrealistic expectations Fear of journalists Slowness to respond Poor appreciation of newsworthiness ‘That’s not quite right’

6. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 6 The Basics (1) Before starting: –Is the information newsworthy? –Is there enough substance to interest a journalist? –How do you expect readers to relate to the information? –General release or target journalists?

7. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 7 The Basics (2) Make an Impact –First 10-20 words are most the important –Put the interesting facts here –Tell your audience that this information is for them and why they should read it Keep it Short –Short and to the point –Not too many adjectives –One size of A4 – aids reading and faxing

8. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 8 The Basics (3) Stick to the Facts Keep it Simple –Maximise white space between paragraphs –Use bullet points to separate key facts –Highlight key information in bold –Keep internal information to an absolute minimum

9. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 9 The Basics (4) Quotes –Use good, short relevant quotes –They help personalise the release Notes for Editors –A section at the foot of the release –Gives basic information about the key players in the subject of the release –Typically about the organisation, funders, sponsors etc

10. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 10 The Basics (5) Essential Information –Name of the organisation with contact details –Date, time, place and purpose of the release –Name and contract details for people available for interview –Supplementary information in the Notes for Editors Final Checklist –Who is involved in the event/story? –What is going to happen? –Where is it happening? –When will it happen? –Have contact names and numbers been included?

11. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 11 What the Experts Expect Do’s and Don’ts from The Times Education Supplement Targeted by 3000 UK institutions and organisations for learning and skills The key journalists receives around 300 emails per day If spends 30 seconds on each – takes 2.5 hours per day To respond to them would double that On average can afford 1 hour for emails So each email has 10-12 seconds to sell its story

12. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 12 What the Experts Expect DON’T Don’t end releases as email attachments without concise and clear explanations under the address Don’t say ‘interesting story’/’story attached’\ and expect them to search for it Don’t rely on the emails – use the phone as well Don’t expect coverage from a blanket release Don’t send information after the event has happened Don’t send loads of photos – exceptional shots sometimes make it, other wise they use their own photographers Don’t send releases unless they are genuinely outstanding or ground breaking Don’t ‘expect’ an reply to emails, calls, letters – chase them up Don’t offer anything but an exclusive

13. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 13 What the Experts Expect DO Write a compelling news intro as a news journalist will, that will appear in the email preview box – max 40 words Give early notice of events and show how they relate to wider issues – diaries are often full two weeks in advance Follow up emails with calls to journalists Get to know the journalist – send emails, letters and calls only to named journalists Write and target releases in a way that addresses the specific interests of the newspaper Inform in advance of any picture opportunities The golden rule – establish personal contact

14. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 14 Some Success

15. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 15 Reinforcement Feeding back press coverage Working with programme managers, services and others to search out stories, plan announcements, etc. Timely responses – announcements, letters Images, testimonials, case studies Media training – register of experts Freelance journalists - Inform and web site

16. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 16 Continuing Challenges Pockets of resistance Uneven coverage Capacity Unrealistic expectations Services Strategic concerns

17. Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 17 Work Groups Preparing a Press Release

18. TF PR Meeting – Tartu Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 18 Crisis Press Release Your National Network has been down for 6 hours National press is demanding information and explanations Prepare a short press release Four groups to come back after coffee to: –Share draft releases –Highlight problems in developing a release

19. Joint Information Systems Committee 23/09/2015 | JISC Presentation | Slide 19 TF PR – Tartu. September 2005