This document provides tips and guidance for small and medium-sized enterprises (SMEs) seeking media coverage. It discusses finding your company's story, researching the Irish media landscape, writing effective press releases, and tips for being seen by the media through social networks and contributing expertise. The document emphasizes understanding reporters' needs for compelling stories and experts. It encourages SMEs to assess if media coverage would genuinely benefit their business and to reach out to media contacts if they have relevant insights.

2. MEDIA COVERAGE FORSMEs:
•We all have a story in us or our business … find yours
•Will media coverage benefit your business?
•Understanding the media and media landscape.
•Press releases …how to!
•Tips for being seen by the media.
•Contributing expertise
•Recap …
Slide s available by visiting www.wlc.iewhe re yo u’llfind the m in an article abo ut to day’s e ve nt.
TOPICS FORTODAY

3. • What is your story?
• Who do you want to hear it? Who wants to
hear it?
• Why would they be interested?
• What makes you, your company, your
product different?
• How are you going to explain it?
• What will they hear and take away from it?
Tell a story that others will want to re-tell!
FINDING YOURSTORY
Tom Keogh, Keogh’s Crisps
Anne Reilly, Paycheck Plus

4. Before we get started …
•Would your business benefit from media coverage?
•Would the benefit exceed the effort you need to apply?
The answe r is no t g o ing to be
“Ye s” fo r e ve ry o ne o f yo u …
and that’s o kay to o !
DOES YOURBUSINESS
NEEDMEDIA COVERAGE?

5. IRISHMEDIA LANDSCAPE

6. 1. BBC TV & Radio www.bbc.co.uk/northernireland
2. UTV TV & Radio www.u.tv
3. INDEPENDENT Downtown Radio
Q101.2FM (Omagh)
Q102 (Derry)
Cool FM (Newtownards)
Belfast CityBeat
4. ACROSS BRITAIN Classic FM
TalkSport
Virgin Radio
5. Broadsheet, tabloid and local papers
NORTHERN IRISH
MEDIA LANDSCAPE

7. LOCAL MEDIA

8. BUSINESS MEDIA

9. TRADE & SPECIALIST MEDIA

10. IRISHTV
LOCAL TV FORIRELAND

11. SPEAKIRISH?
Irish language stations and
programmes seek Irish
speakers with specialist
expertise or interesting
stories to tell.

12. RESEARCH
If you don’t know where to be seen, find out!
•Internet resources such as
• www.MediaStreet.ie
• www.News4Media.ie
•Ask existing customers
•Check out your competitors

13. UNDERSTANDING THE MEDIA RELATIONSHIP
1.“The Me dia” are actually people.
2.They are in the business of gathering and sharing “News” for
analysis / education / entertainment and to make money.
3.They are looking for a commodity – information, insight, an
engaging story or a new angle on an existing topic.
4.They are often time poor … deadlines, understaffed etc.
5.You have a story or knowledge … they have access to the
audience you are looking to reach.
Now, how do you worktogether?

14. What is a press
release and when
would you use it?
PRESS RELEASES
TIP: Don’t forget to plan

15. SUPPORTING INFORMATION
•Headline – a strong headline is vital to catch attention
•Contact Information – Name, title, mobile and email
•Photos
• Ideally People not Product
• Caption your photos – tell us who is in the photo and
what they are doing.
• Editors Notes – any background information or statistics
that helps the journalist explain the topic to the reader.
PRESS RELEASES

16. WRITING A PRESS RELEASE
•Think like a journalist … if you were writing this for your
newspaper, what would your readers be interested in?
•Keep it brief. 150-250 words. Add supporting information “Editors
Notes” at the bottom of your press release.
•Add quotes to give your press release a human touch.
•8-10 word sentences are ideal.
•Front load the important information in the opening paragraph.
PRESS RELEASES

17. ASKYOURSELF:
•What … is happening?
•Who … is involved?
•Where … is it taking place?
•When?
•Why?
And finally ask yourself
“How …is this relevant totheaudience?”
PRESS RELEASES

18. FORMATTING YOURPRESS RELEASE:
•Type “Media Release” / “Press Release” in large text (30+ font).
•Embargo (if applicable) date/time in bold 24+ font.
•Headline in 16point font (also in your email subject line).
•Sub-heading in 14 font italics.
•Text in 12 font. Short paragraphs and 1.5 line spacing.
•Use quotations. Put in “…” and italics.
•Release Date, Contact Details and Editors Notes.
•Attach captioned photos and/or relevant logos.
PRESS RELEASES

19. SUBMITTING YOURPRESS RELEASE
•Know the name of the person you are
addressing it to and use their name.
•Put an interesting (factual) subject line.
•Embed the text in your email – not an
attachment.
•Submit it early in the news cycle
•If there is an Embargo, make it clear.
•Leave the door open to follow up.
PRESS RELEASES

20. NATIONAL NEWS CYCLE:
•National Media 10.30-11.00am on weekdays
•Sunday and Monday are good days to release
•Avoid releasing on Saturdays.
LOCAL NEWS CYCLE:
•Establish local media deadlines. For local papers submit the
day after the last paper has gone to print so you are in early
for next week (unless it’s a big breaking story!).
PRESS RELEASES

21. Follow Through:
•Don’t assume because you’ve sent it that
it will get attention.
•Ring. Ask to speak to the journalist you
sent it to.
•Open up a conversation (but remember
they are time-poor so get to the point) and
talk to them about your story.
PRESS RELEASES

22. BEINGSEEN BY
THE MEDIA
Social Media:
•Social media can increase your visibility
to media editors, researchers and
presenters. (Twitter/LinkedIn)
•Make intelligent comments on Twitter on
subjects where you have expertise.
•Use # so that your comments are visible
in the newsstream of others.
•Follow media personalities and reporters
and use their @name in tweets if you are
replying directly to points they have made.
•Tweet links to your work.

23. BEINGSEEN BY
THE MEDIA - TWITTER
TwitterProfile:
•Use your Twitter profile wisely.
•Assert your expertise and give a flavour of your personality.
•Intelligent comment and engagement on issues.

24. BEINGSEEN BY
THE MEDIA - LINKEDIN
LinkedIn
•Use the headline to give the researcher confidence.
•Again, give a flavour of your personality.
•Use the summary and experience sections to show expertise.

25. Become recognised foryourexpertise …
Journalists and researchers are:
•Time-poor
•Problem-solvers
•Quick learners
•Always Looking for experts
•Thin on the ground
•And … creatures of habit!
BECOME A CONTRIBUTOR

26. Re se arche rs are lo o king fo r co ntributo rs to :
1.Add to the pool of knowledge.
2.Be confident and authoritative.
3.Provide a fresh approach to an existing story.
4.Give context to a story that will improve listeners
understanding.
5.Tell a story … bring the topic alive!
WHAT RESEARCHERS WANT
If yo u have an insig ht into a curre nt ne ws sto ry the n do n’t be shy!
Make co ntact with the m …
the wo rse the y can say is “No ” and the y m ig ht say “Ye s”

27. Closing Thoughts:
•We all have a story in us or our business … find yours.
•Assess whether media coverage will actually benefit your business.
•Research and understand the right media outlets for you.
•Refer to the practical tips for writing and submitting press releases.
•Make yourself known to the media and don’t be shy if you have
expertise.
•And if an opportunity comes your way …

28. Karen Devine ▪ WhiteLight Consulting
Corporate Event & Communications Consultant
LinkedIn: ie.linkedin.com/in/kareneleanordevine/
Today’s slides are available by visiting www.wlc.ie.
You’ll find them in the article on the homepage
“Co m m unicatio n To o ls fo r SMEs ” event.