Cultural PR Conference 2011

Generating coverage when you have no big news. Securing features, successful stunts and picture stories

• What is news?

• Preparation for a publicity campaign

• Planning the campaign

• Relationships with the media

• Conclusion

Focus of this talk

What is news?

From Collins Pocket English Dictionary

News. n. 1. important or interesting recent happenings. 2. Information about such events reported in the mass media. 3 television or radio programme presenting such information.

From Wikipedia:

News is the communication of selected[1] information on current events which is presented by print, broadcast, Internet, or word of mouth to a third party or mass audience.

Preparation for your campaign (ideally six months ahead)

• Meet the curator/artist - find out as much as you can about the exhibition

• Brainstorm with those working on the show – think LATERALLY – is there a news story? Is there a forgotten anniversary? How can it relate to news & our world now? Which writers might like? Other collaborations relevant to the media?

• Meet with marketing & agree your target audience. How do you reach ‘the cuspers’ (the people outside your core group)? Agree the core messages.

• Create a press release that excites and creates more interest

• Choose strong images – decide which will be kept as exclusives if necessary. Make sure your listings images are very strong.

• Agree the main speakers and ensure they are ‘on message’ and will be good ambassadors for the show

• Start ‘google alerts’ around your subject - very useful!

Plan your ideal campaign

Before you contact/meet/speak to the media

• Read the publication! Know the sections and how your show will work

• Know their issues/deadlines – and if your meeting is timely for your planned coverage

• Think about what they might want and their outlook on your subject

• Have a clear idea of what you’d like to achieve & possible writers

• Ensure you are fully prepared about your story, the timing and what is possible

• Have great images you can show them

• Know about your other/future projects & again, ideally have images

When you meet the media

• Ask them how long they have to meet you

• Ask them what they are looking for… how their publication works/timing etc Listen!

• Mention some good writing/features you have seen

• Discuss your projects – show great images – BE SUCCINCT!

• Never over hype, and don’t push if the interest isn’t there – think laterally for another approach

• Be clear if their competitors will publish first

• Think of your long term relationship – trust is vital

• Mention future projects – so you can start interest for later

After the meeting / conversation

• Thank them for the meeting & follow up with clear notes with dates

• Keep a track on the feature and timing to send images and more information

• If there is no coverage this time be positive and keep nurturing the relationship -- be very relaxed and it’s likely something will work in future when relevant to them.

• Invite people to openings and events

• Keep reading to see how the publications/media change, check re new sections

• Keep updating your mailing list & making sure you’re in touch with the right person

General thoughts on your relationship with the media

• These are crucial relationships

• Invite key contacts to private views, not just press view

• Invite them for coffee/meetings with curators - develop strong links for future

• Always be prepared and know your subject

• Brief staff and potential interviewees

• Always listen

• Build trust and confidence that you know what they want and will always deliver on time

• Always thank people for coverage!

Generating coverage when you have no big news.

Securing features, successful stunts and picture stories

CONCLUSION•Prepare•Plan•Target•Communicate•Achieve

Achieve your ideal campaign!