Helen Wade

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Helen Wade Powered By Docstoc
					Renaissance East
Working with the media

        What’s on the menu?

A one day training event at Northampton Learning
Discovery Centre, Friday April 7, 2006

10.00am start, 11.30 break, restart 11.45.

There will be a lunch break at 1.00pm, with the day
finishing at 4.00pm, with time for questions until
approximately 4.30.

                   This morning

Using new media for promotion:

• Using the 24 Hour Museum Direct Data Entry system to
  publicise museum events
• Writing effective press releases
• What - and when - is a story?
• How to send out email press releases
• Keeping journalists on your side
  Following up after the event

Direct Data Entry
     and the
24 Hour Museum

  Driven by a living database
Database holds
information on
around 3700 UK
museums, art
galleries, science
centres and
heritage attractions

What does DDE bring to the site?
• Exhibition listings
• Collection details
• Visitor information
• Educational
• And more

 What are the benefits of DDE for
• It’s free!
• Web presence for those without their own
• Enhanced presence in Google for existing
• All museum personnel can use it
• Simultaneous submission to multiple sites

    One form submits information to:

•   24 Hour Museum
•   Show me
•   24 Hour Museum City Heritage Guides
•   Museums & Galleries Month
•   Other external partners like Visit Britain
•   Google and others via event RSS feeds

                         How to use it
•   Contact us for your
    institution’s access details –
    user name and password
•   Go to “for museums” section
    press the “link to DDE”
•   Enter your user name and

What people are saying about DDE

“I’m much impressed by this “It’s a wonderful resource!”
elegant and user-friendly     Sue Latimer, Bury Art Gallery Museum

way of keeping your
database up to date.”       “Surprisingly easy”
                             Jules Norris, The Regency Town House
Hugh Thomson, Senhouse Museum Trust

                                      “DDE means we can update
“A brilliant idea!”
                                       info as we make decisions.”
James McGregor, Bedford Museum
                                      Elaine Fischer, British Red Cross Museum

Writing effective press releases

What is your release about?

Things to publicise might include:
New staff
Old staff leaving
Funding wins
Crises in the museum or organisation

Each type of subject will need a particular type of release.

            Get the timing right!

For events, get things planned out in advance, leaving
plenty of time to get releases printed and posted.

About one month in advance should be ok for local
press, but if you are trying to get into magazines locally
or nationally you need to send advance notice out two
months before the event.

Don’t ever leave it until after the event!

  Keeping the press interested
A good tactic for attracting the attention of the local
press is to send out a press release two or three weeks
in advance and then another one four or five days
before the event.

For other types of releases, like funding wins or crisis
pr, you can put things straight out.

Embargoes - you can stipulate when it is ok to publish –
this may be because you are announcing the winners of
a prize, or have funders or partners who wish to have
the announcement on a certain, synchronized, day.

               Who do you send to?
•   Keep database of press contacts. Needs to be regularly updated. Send
    locally relevant press release to the local press and national releases
    to the nationals. Take some time to think about your contacts and the
    type of stories they like.

•   Keep special press lists - if you do events for kids, have a parenting
    press list, or if you are a railway museum, keep a list of Railway press
    contacts. Spend time on the Internet; use a search engine like Google
    to see what news stories are out there. Local BBC sites are a good
    place to put local news stories.

•   Friendly press contacts - you might very well want to let one or two
    special press friends know the news in advance - this gets people
    onside effectively, and builds up 'favours' that can be called in later.

      How to write a press release
• Put your address at the top and any web site details below
  that. Always, always dated. Important - you must put if there
  is any embargo on the release. This really must be clearly
  stated on the release.

• The release should be written, structurally, in the 'inverted
  triangle' form. Get the important details of what, where,
  when, why, how and who in at the top of the release.

• Put one or two quotes from important people in the release.
  This is always a good idea. Get the quotes passed and signed
  off. Don't put too much in releases. Make two or three points
  clearly and invite call-backs from the press.

       Lots of notes at the end

• Put lots of supporting info in notes at the
  bottom of the release. What is your
  organisation? What do you do? When did you
  begin? How are you funded? Any more
  background information about the news story?

• When you have a standard blurb established
  use it as a template that you can use again
  and again

                            Be there!
•   Keep those golden nuggets – keep any positive feedback from
    evaluation forms in the museum, or favourable press coverage. You
    may be able to use quotes in press release of your own. Or put it into
    the supporting information section (see above).

•   Make absolutely sure there are contact details for a nominated
    spokesperson at the bottom of the release. If you also have a person
    who looks after press queries or marketing and photographs include a
    phone number/mobile phone number and email.

•   Make sure your nominated person is available to speak to the press
    when needed. If he or she isn't, get them to appoint an alternative
    contact. Include mobile phone numbers.

         Add photos to releases

• Attach a photograph or two if sending to a website (or
  print) and make sure you have more pictures ready to
  send straight away. Include caption information, and
  make sure it’s been checked by someone relevant.
• Ensure you have permission to use the image
• Don’t ever send out really large images – up to 250 kb
  should suffice. If anyone wants bigger they can email
• Give the pics simple descriptive filenames
• Don’t send weird file types – jpeg is fine.

  Put the release on your website

• If you have a website make sure you put your press
  releases and pictures on them.
• It’s an archive of your activity
• Journalists often lose releases
• It’s a central point of contact
• Some museums are now using central press pages with
• PA picselect

                  Follow up

• A very important part is the follow up – after
  the event keep an eye out for stories written
  about your institution, sometimes a quick
  informal thanks for the story (especially if you
  have web access) will keep you in the minds
  of journalists and make it easier next time.
• It’s all about building relationships

     Make your own pictures too

• If you invite the press to attend and take images,
  remember to take some for yourself to have available
  after the event.
• Try to get into the habit of documenting everything that
  happens in the museum
• Making your own pictures is building a marketing
• Be careful of using images of children
• Use release forms

      An address for you!

                    This afternoon
Writing for the web:

•   1.   Other media - how do they write and publish?
•   2.   Thinking about your audience
•   3.   Is this really a story?
•   4.   The editorial process - content, style and 'voice'
•   5.   Copyright issues
•   6.   Workflow - delegation, editing, sign off
•   7.   Layout and scan ability - Nielsen's guidelines
•   8.   Accessibility - rules for clear English


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