5. Media Trends: a short quiz
• How many regional newspapers are there
in the UK?
• 1,607
• How many consumer magazines are there
in the UK?
• 3,100
• What was the most searched for thing on
Google last year?
• Whitney Houston
6. Google Zeitgeist
Global Searches UK Searches
• Whitney Houston • Euro 2012
• Olympic tickets
• Gangnam Style
• Whitney Houston
• Hurricane Sandy • Kate Middleton
• iPad 3 • April Jones
• Diablo 3 • Netflix
• Kate Middleton • Natwest Online
• iPad 3
• Olympics 2012 • Gary Barlow
• Amanda Todd • Gangnam Style
• Michael Clarke Duncan
• BBB12
7. Why is this important?
• Lots of ways to tell people about Dogs
Trust
BUT
• Lots of competition
8.
9. Over to you!
Can you give me recent
examples of PR campaigns in
your countries that worked
well?
10. PR –v- Advertising
• PR & Advertising – What is the difference?
• Advertising
– Paid for by Dogs Trust
– We have complete control over what appears
• PR
– Editorial – we supply the information, the journalist writes the
feature or article
– No control over what appears
– No cost to Dogs Trust
– Much more effective
18. PR Results
• 4th most read story on BBC Online on the day it
appeared
• Over 65 press articles in national and regional
newspapers
• Over 100 online articles reporting the news
• 3,000 extra hits to the Dogs Trust website on the
day the news broke
• 1,000 click-throughs to our press release when
posted on Twitter and Facebook
• An ongoing relationship with a key children’s TV
programme
19.
20.
21. How much of what you read in
the papers and see on the
news is PR generated?
60%
22. How many press releases does
a features editor of a national
newspaper receive each day?
140
24. What makes the news?
• Controversy
• Royals
• Cute and fluffy
• Celebrity & soaps Above All
• Sex – Human Interest
• Money
• Public safety
• People power
26. Our Audience?
• Supporters
• Future supporters
• Future rehomers
• The media
• Opinion formers
• Politicians
• Fundraisers
• Internal staff members
27. How do we do reach them?
• Re-active
– Journalists call us for a quote, a story, or
information
• Pro-active
– We think up ideas, stories, and campaigns
and persuade journalists to cover it
• Essential Tool – The Press Release
28. PR Story Opportunities
1. Advice 26. Link to up coming news
2. Anniversaries 27. Local interest
3. Awards 28. Management appointment
4. Bids/tendering 29. Merger
5. Briefings 30. New contract
6. Calendar events 31. New premises
7. Case studies 32. New product
8. Celebrities 33. New service
9. Children 34. Picture story
10. Columns 35. Press conference
11. Competitions 36. Press visit
12. Conference 37. Profile of an individual, organisation
13. Donations 38. Quotes
14. Employees activities 39. Recruitment
15. Events 40. Requests for help
16. Exhibitions 41. Report –academic
17. Expansion 42. Seminar / debate
18. Expert Opinion 43. Seasonal
19. Fundraising 44. Slow news days
20. Human interest 45. Social Responsibility
21. Improvement 46. Spokesperson
22. Investment 47. Speech
23. Job advert 48. Sponsorship
24. Letter to the editor 49. Survey
25. Link to current affairs 50. Supplement
29. Anniversaries/ Reasons to Celebrate
Support from Corporate/
E.g.. Staff member celebrating long Celebrity Partners
service, 1000th dog rehomed
Details of dramatic rescue Cute /Brave Stories
PR IDEAS E.g. how was the dog rescued, were E.g. Dogs who are best friends
members of the public involved, with other dogs or other animals,
what did Centre staff do? loyalty to owner, bravery,
Link back to the work of Dogs Trust Funny/Topical Dog Names
Centre Events
Sponsor a dog, microchipping, E.g. Named after things linked to the
E.g. Open days, bring a dog a
neutering, education, responsible seasons & events [Noel & Holly at
Christmas dinner
dog ownership, fundraising Christmas] Famous singers, celebrities,
sports stars
Old Dogs
Area Related Dog
E.g. Longer term residents,
‘London’s prettiest / ugliest/friendliest/ Educating Dog Owners of Tomorrow
The oldest dog at the centre, older dogs
biggest/smallest/cutest dog’
with older people
Asking for help
The health benefit of dogs Link to Topical Events
E.g. Centre urgently needs bedding,
E.g. Sports, films, award ceremonies
volunteers, extra food, toys etc.
Unusual breeds, sizes Litters of Puppies
Disabled Dogs
colours, crosses, weight E.g. Do they an unusual story, funny
E.g. 3 legged or deaf dogs who are
E.g. The smallest dog next to the names, are they being hand reared,
doing well despite their ailment
largest dog is it a very large litter?
52. Results
• Over 500 phone calls on the day Hubble
appeared on TV
• Over 100 offers of a new home as far
afield as the US and Switzerland
• Hubble has a new home and is settling in
well with his owner – good follow up story
too
77. Centre Focused
• Summer Open Days
• Christmas Fayres
• Education workshops
• Visits from celebrities or dignitaries
• Agility events
• Dog training and behaviour workshops or talks
• Fundraising events or large donations to the RC
78.
79. Celebrities
• Can add weight to your
campaign
• Different type of media
• Online media- eg Twitter
80.
81.
82. Over to you!
Tell me about the celebrity
culture in your countries and
are there “gossip” magazines
to target?
88. Ten Golden Rules
Points to remember:
• What?
• Who?
• Where?
• Why?
• When?
90% of press releases end up in the bin!
89. Spotting a story
• Always have an eye out for catchy stories that
will not only have a regional but also national
appeal
• Maintain and develop good media contacts in
your region- maybe set up a visit to your center
or a lunch so that these contacts will keep
coming back for stories
• We have a journalist meet and greet programme
and ensure that we regularly circulate our
contact details to new journalists
90. Internal Comms
• Don’t forget to tell your staff what has
been going on and inspire them to spot
news stories for you
