Kick Start Your PR
Your First Media Coverage
– in just two months
Do you appear in the media only a few times a year, if at all?
Have you tried and failed to pitch your stories to journalists before?
Are you too busy doing your day job to focus on media relations?
Imagine opening a newspaper tomorrow or reading an online article featuring your Dean. Or better still, turning on the television news to see a member of your faculty being interviewed on a matter of national significance?
Having a strong reputation in the media can bring significant benefits to your school. It can open doors to new students, clients, partners and potential staff. It can lead to important industry partnerships and opportunities for your students, supporting funding bids, position you as attract the right students,
But many schools struggle to achieve consistent media coverage that benefits their commercial goals. Many try to put out press releases and publish articles online, without first putting in place good foundations for their PR programme. This often leads to patchy results, leading to disappointment and wasted time.
The reality is that just putting out more press releases and thought pieces is not the answer. Without certain ingredients, you won’t be able to achieve consistent media coverage:
- Focus on what you want to achieve, rather generating media coverage for the sake of it
- Knowledge of how the media operates, instead of shooting in the dark and hoping for the best
- Understanding of what makes a good story – usually it’s NOT about you
- Targeted activities, focusing on achieving the most impact, rather than a scattergun approach
- Focus on building a strong reputation in certain areas, and not trying to be all things to all people
- A flow of quality stories within your organisation, so that you don’t waste time and energy on things that aren’t newsworthy
- Clarity on your messages, avoiding inconsistency and doubt
- ‘Outside-in’ thinking so that you can tap into the wider news agenda, and moving you away from ‘broadcast mode’
- A method for accentuating positive coverage through your other channels
- Good project management – keeping you on track and ensuring a consistent drip feed of activity
Kick Start Your Media Relations Programme
A five-step programme over two months, which will:
- Give you rapid results – your first PR campaign with six pieces of coverage and introductions to six key journalists
- Unblock any barriers to communications within your organisation and create a flow of newsworthy stories
- Build the essential foundations for a successful media relations campaign – with clear messages and realistic goals
- Help you understand what journalists want – and what they don’t want
- Take the weight off your shoulders, letting you get on with the day job.