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© Rewired PR Ltd 2014 Chewing Gum Action Group 2014 workshop
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PR will: Complement the advertising Be used to secure positive coverage in your local media Appear as opinion or recommendation Reach a wide target audience Help disseminate your message to your target audience Include the campaign’s key messages Influence opinion and behaviour What is PR?
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Coverage
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Leverage 2014’s advertising campaign and target regional media Raise awareness of the campaign by reporting on 2013’s positive results Work closely with participating LAs and BIDs to ensure a coordinated approach Secure high quality media coverage that delivers key messages 2014: PR aims
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Launch 2014 campaign - creative photography tying in with ‘Bin it your way’ theme Launch in London Borough Roll out to participating LAs/BIDs Support LAs/BIDs with toolkit including: – Template press release with approved CGAG quotes – Q&A document about the campaign – Photography and tips on how to take press worthy shots 2014: Approach
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Phase 1: pre-launch 1.Draft press release, photo call notice and approve quotes; regional and national versions 2.Compile media lists; national and tailored regional 3.Stage creative photo stunt to launch campaign 4.Send embargoed release to LAs/BIDs ready for issue; assist with getting additional quotes if needed 5.Confirm roles and responsibilities for ‘sell-ins’ with LAs/BIDs 6.Send embargoed release to nationals day before launch 2014: Approach - how will Rewired help?
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Phase 2: launch day (and immediate run up) 1.Contact national press and broadcast press to secure coverage 2.‘Sell in’ to key regional titles and outlets 3.Liaise with LAs/BIDs to assist with media enquiries 4.Assist with any interview requests 2014: Approach - how will Rewired help?
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Phase 3: post-launch 1.Collate coverage and evaluate impact - Key messages - Photography - OTS/AVE - Region breakdown 2014: Approach - how will Rewired help?
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Rebecca Williams – rebecca@rewiredpr.com 0121 236 2132 © Rewired PR Ltd 2014
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