Getting Your Story Covered in the News
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What makes a story newsworthy? How do you know which journalists and publications will best suit your story? In this session, you will learn best practices for approaching the media, cultivating relationships with journalists, and conveying your messages during interviews.
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Getting Your Story Covered in the News
- 1. “GETTING YOUR STORY COVERED IN THE NEWS"
- 2. JUDITH LAUBER RC Luzern-Heidegg,Switzerland Education and professional experience: Studied German and Romance philology at the universities of Basel and Geneva, training as certified PR consultant. Part of the communication business for 20 years, among others as head of communication at the University of Lucerne, subsequently in a leading position in communications in public administration and with an insurance company. Today she is a self-employed communication consultant and president of Swiss professional association pr suisse. Rotary functions: • 2012/13 Club president • 2015/16 District governor district 1980 • 2016/17 Head of the governor council for Switzerland-Liechtenstein • 2017–2020 Rotary Public Image Coordinator (RPIC) Zones 13A, 13C, 18B, part of 19 • 2017 Founding president of RFPD Switzerland-Liechtenstein Private life: • Married to Paul Lauber, two adult children • Passionate runner, runs half marathons, goes skiing and likes to read.
- 3. MARTINA WARNING Hamburg,Germany Education and training • Magistra Artium in German philology (media sciences, English studies), University of Hamburg • PR consultant of Bauer Media Group (1995–2000) Professional expertise • Since May 2000, managing partner of John Warning Corporate Communications GmbH • Managing partner of two publishing groups: Quarto Media GmbH and SJV GmbH Other activities • Spokeswoman of the board of Junior Chamber International (JCI) at the chamber of commerce of Hamburg (2007/2008), member of the plenum from 2012–2014 • Deputy head of Versammlung eines Ehrbaren Kaufmanns e.V. / Honorable Society of the Hamburg Merchant • Member of Kuratorium Übersee-Club e.V. • Memberships: Verein der ehemaligen Junioren e.V., Stiftungsrat Hamburger Hilfsspende, Club europäischer Unternehmerinnen Personal life • Born in Hamburg on 24 October 1969, one daughter • Hobbies: Volunteering, travelling, literature, sports, vintage cars – and my wonderful Labrador dog
- 5. WHAT IS IMPORTANT TO YOUNG PEOPLE Environment and equality are important Share of young people (16-25 years) who are interested in a voluntary engagement protect the environment Equality between men and women 40% 30% 20% 10% 0 Sports Clubs Charity Organization Cultural Association( Theatre, Band etc.) Youth Association (Scouts etc.) NGO (WWF,Amnesty International) Political demonstration Political party
- 10. SELF-IMAGE VERSUS EXTERNAL IMAGE Rotary is an international network consisting of 1.2 million engaged men and women who maintain international friendships, live in accordance with social principles and, together, get active where humanitarian aid is required.
- 12. HOW EVERYTHING IS CORRELATED New Image More Members More Projects/ Help Membership Decline New Strategy Public Relations
- 13. EXAMPLES OF PUBLIC RELATIONS WORK
- 14. EXAMPLES OF PUBLIC RELATIONS WORK
- 15. GETTING YOUR STORY COVERED IN THE NEWS
- 16. PUBLIC RELATIONS – MORE THAN PRESS RELATIONS
- 17. WHICH CHANNELS?
- 18. WHY PR WORK IS IMPORTANT
- 19. First WHAT MAKES A STORY NEWSWORTHY? Unique Only
- 20. WHAT IS NEWS? • News Hook • Timeliness • Proximity • Prominence • Conflict/ controversy • Human interest • Consequence • Visually compelling • Supporting data
- 21. PEOPLE OF ACTION STORY FRAMEWORK Problem Rotary Action Impact
- 23. WORKING WITH JOURNALISTS WHAT YOUR ORGANIZATION CARESABOUT WHAT MEDIA CARESABOUT
- 24. BEST PRACTICE… A FEW EXAMPLES!
- 25. NO MESSAGE WITHOUT PICTURES Charity project Polio Students of „Gymnasium Bersenbrück“ collected 39000 bottle covers
- 26. Run for water, City run Luzern NO MESSAGE WITHOUT PICTURES
- 27. Influencer-Marketing – Trends in communication NO MESSAGE WITHOUT PICTURES
- 28. TELL YOUR STORY Charity project Lacitos deLuz
- 29. THE HEADLINE
- 30. SOCIAL MEDIA
- 31. International Examples • Durango Rotary club brings solar lights to Navajo Nation • Rotary Korea offers free heart surgery for 60 Mongolian infants • Calgary Student Christina Hassan Helps Ugandan Mothers Experience Safer Deliveries With Medical Kits
- 32. “This is a changing world; we must be pre- pared to change with it. The story of Rotary will have to be written again and again." Paul Harris, Founder of Rotary
- 33. QUESTIONS?
- 34. Rate this session in the Rotary Events app, available in your Apple or Android app store.
- 35. This presentation and others from throughout the convention are available through the convention mobile app and on SlideShare at www.SlideShare.net/Rotary_International.
- 36. THANK YOU!
Hinweis der Redaktion
- Education and professional experience: Studied German and Romance philology at the universities of Basel and Geneva, training as certified PR consultant. Part of the communication business for 20 years, among others as head of communication at the University of Lucerne, subsequently in a leading position in communications in public administration and with an insurance company. Today she is a self-employed communication consultant and president of Swiss professional association pr suisse. Rotary functions: 2012/13 Club president 2015/16 District governor district 1980 2016/17 Head of the governor council for Switzerland-Liechtenstein 2017–2020 Rotary Public Image Coordinator (RPIC) Zones 13A, 13C, 18B, part of 19 2017 Founding president of RFPD Switzerland-Liechtenstein Private life: Married to Paul Lauber, two adult children Passionate runner, runs half marathons, goes skiing and likes to read.
- Professional expertise - Since May 2000, managing partner of John Warning Corporate Communications GmbH. - Industrial focus: Public relations for media, brands, real estate, insurance sector, health care Managing partner of two publishing groups: Quarto Media GmbH and SJV GmbH Other activities - Spokeswoman of the board of Junior Chamber International (JCI) at the chamber of commerce of Hamburg (2007/2008), member of the plenum from 2012–2014 - Deputy head of Versammlung eines Ehrbaren Kaufmanns e.V. Member of Kuratorium Übersee-Club e.V. Memberships - Verein der ehemaligen Junioren e.V. - Stiftungsrat Hamburger Hilfsspende Club europäischer Unternehmerinnen Personal life Born in Hamburg on 24 October 1969, one daughter Hobbies: Volunteering, travelling, literature, sports, vintage cars – and my wonderful Labrador dog
- ( Image from agency with team) Why is public relations important for Rotary? (20 minutes, Judith Lauber) Introduction with short story by Martina Warning: She receives PR job from RI. Her employees learn what Rotary is and what Rotary does. The (younger) employees are highly surprised by the great social engagement of Rotary and the underlying values. Some say that they would like to get involved in such organisation but did not have time to attend a meeting once a week. What can you do about it?
- What Martina Warning says about her employees is in concert with a Swiss survey on the subject “What is important for our youth”, which shows: The voluntary involvement of young people in sports associations is decreasing; similarly, political parties loose their significance. However, the number of people who would like to get involved in a charity is rising. Topics such as gender equality or environmental policies – think of the school strikes for climate – are also at the focus of attention. These are as important to young people as never before, the authors say. However, the study further says that the manner in which people get active is changing heavily. The close environment is important for the discussion and the involvement. “Young people get involved spontaneously and punctually, they do not want to get bound by institutions like political parties.” The authors noted that, at times, young people experience our society as meaningless. They added that they were increasingly interested in getting involved in a charity organisation. These factors are our chance: We offer values and social engagement – including in projects.
- But why do most young people know nothing about Rotary? And what can we do to make Rotary more known? What can we do to get these young people enthusiastic about Rotary? We have two problems:
- 1 We do not get much attention in Europe – in contrast to parts of Africa or Asia. We are not known well enough. Often, people do not know that Rotary is behind a performance (e.g. in the event of polio). Our brand image is too weak.
- 2 Since we are not known well enough, false impressions, i.e. a false image, about us are created. Secret organisation, rich old gentlemen, dinner club, making business, getting career opportunities are rumours or half-truths that are circulating about us. One reason why young people are ignoring us is our image. A Swedish study describes Rotary’s situation with clear words: If we get noticed at all than we get noticed as organisation which is exclusive and unreachable for most people. In the case of organisations such as Rotary, the idea of a club overshadowed the charity and value-oriented character of the organisation, the study found: Most think that philanthropy is the secondary goal, while “making connections for the members” was in the focus. And this is where we have work to do.
- The prevailing opinion is: Rotary is not for people like me. It is for older, rich people who come together in an exclusive club and do business. And not many want to become a member of such club, such organisation, nowadays any more.
- We see this differently: Rotary is an international network of 1.2 million engaged men and women. Rotarians maintain international friendships, live in accordance with social principles and, together, get active where humanitarian aid is required. Like here, where Urs Herzog vaccinates children in India against Polio or RI Bremgarten runs a restaurant at the Christmas market. But with Rotary, the external and the internal image diverge. We are not yet recognised as an organisation whose members “get active together” where humanitarian aid is required. We are not known well enough and have not managed yet to get rid of the “old gentlemen” image.
- Let’s look back: When Rotary noticed in the 1990s that the organisation was losing members all around the world, they started to work on a new strategy which has been implemented since 2013. Here, the improvement of the public image and the public perception was declared as third strategic main goal. This means, these goals were highly prioritised since they were aware about their urgency. We must get more popular and work on our image to be able to gain new, engaged young women and men as new members. This is the correlation. Like an enterprise, we have to address the public, make our goals known, spread our message and reach out to our target groups via various communication channels. And this is what public relations is all about.
- Let’s summarise it again: 1990s: The loss of members is noticed. 2000s: Decision for a new strategy Recognition of the significance of the public perception and image for gaining new members Use of PR This creates an attractive image, the establishment of a brand And, last but not least, new members and increased resources.
- The objective of public relations is the establishment of popularity, while similarly gaining trust and maintaining a good reputation. There is a multitude of measures to achieve these objectives. For instance, the Netherlands have taken a radical measure and placed large neon signs at the main traffic axes.
- Rotaract members set up a market stall, my colleagues of e-Club of Central Switzerland sold candy hearts in Zug on Valentine’s day. All were active in the public area, had contact with the people and declared what Rotary is and what we do. You are here because you want to know more about press work, because you want to learn how to make it into the news, because being in the newspapers, no matter if digital or analogue, remains one of the most important tasks of PR. I will explain this in more detail now.
- If you wish to gain more attention for Rotary and its projects, you have to communicate: With journalists Cooperation partners Stakeholders and shareholders For this purpose, subjects have to be found in order to start a conversation. This applies both to the media and to specific communities. Mainly, it is about having OTHERS talk about Rotary and its projects. The objective: Gaining trust and attention!
- However, as Judith Lauber says, to achieve this objective, it is not enough to go out for dinner with a head editor and talk about Rotary for a while. PR work always has a strategic approach which has to be followed consistently. And it conveys messages which are only received if they are communicated via the right media channels. Therefore, the following is important: PR stands for Public relations, not only Press relations. PR activities take place where a part of the public is present who could be interested in Rotary’s engagement. In print and online media but also in social media, TV, radio or live on site at trades, conferences and other events. In 1995, when I started working as young PR consultant in one of the leading publishing houses, we had a fax machine for our press releases. It had 43 fax numbers stored. If the message ran through this machine, you were connected to the world. Nowadays, the media landscape is much more diversified – and thus, the fight for the attention of the corresponding target group is harder than ever before.
- And today? “If you want to sell something, you need to be where the customers are.” The same applies to PR work. What is the use of a high-gloss print article if the potential target group is mainly active on social media and hardly ever reads print magazines? An analysis and continuous “digital listening” help to identify suitable channels and the relevant subjects for PR. Conventionally, media can be divided into the three categories Owned, Earned and Paid Media With the success of social media in which everyone can be mentioned, linked and evaluated, additionally, Shared Media is added to the mix. The term Owned Media refers to channels owned by a person or a company. This includes social media and corporate blogs and, in the broadest sense, also websites. In contrast, a place in earned media, as the name suggests, needs to be earned. This means that, here, third parties – journalists, editors, bloggers – need to be convinced with powerful arguments in order to report about facts. If money is involved, it is paid media. This includes everything starting from the classic out-of-home poster up to TV advertisements to SEA, social and native ads. Depending on the communication objective, the sector and the target group, the focal point is on some specific channels
- In particular, the KPI (key performance indicators) and ROI (return on investment) of online marketing campaigns can be measured well and the results can be impacted with a few clicks. Therefore, why should a budget be invested in PR work if the measures there most often require a specific period of time until success becomes visible or noticeable? Because public relations is about the establishment of relations, credibility and trust. With public relations, we can reach people who cannot be reached or can only hardly be reached via marketing alone. Press work often enables an initial contact with a number of people, potential members or supporters. A report in the local newspaper, the most important online magazine or a professional magazine which is on the desk or in the email inbox of decision-makers can thus be more valuable than ten Google ad campaigns. The reason – heavily simplified: As soon as third parties talk about Rotary, people trust in the presented facts and circumstances more than if the organisation itself gives a statement. However, the following is also a fact: Through the opportunities provided by the social web, the borders between PR and (content) marketing become increasingly blurred. “Everyone can become a sender, their own medium”“, is something that you read and hear quite often. PR also includes: Engaging in the discussion e.g. via self-published opinions in the social networks. Therefore, modern PR work means understanding communication in its entire bandwidth and using it for own objectives. Important: Sustainable public relations work cannot be done “on the go”. Therefore, there should be a fixed contact person from the very beginning who is in charge of PR and press work.
- PR work should always be integrated into every project from the start, even before deciding to make it public. This also includes thinking about how the corresponding action affects the image of Rotary. Generally, it is all about generating real news, gaining attention and being perceived by the desired target groups. In this respect, you need to know the following: What makes a story newsworthy? Many of the reports about Rotary showing cheque presentations as lead photo are surely no form of public relations which remains in people’s heads. These reports are interchangeable and can generally be allocated to any charity organisation. Additionally, they are retrospective: The action has been implemented for a while, the money is there. Boring. Important: You should always approach the subject via the contents of the respective rotary actions. And the story should have a real news factor – because media wants stories which are interesting and are read by readers and users. Therefore, the UFO approach is applicable: UFO: Unique. First. Only. What is unique or really new in what we want to report? Is a problem solved that affects many people? Can we report something “new”?
- Our challenge is to package and present our stories in a way that will get them covered in the news media. News hook: - A clear reason for telling a story at a particular time. Does the story relate to current events, trends or observances? Timeliness: News that is about to occur, ongoing or near completion. Proximity: News that pertains to issues, people or events to occur within the location of a media organization and audience. Prominence: News that involves public figures, celebrities and notables. Conflict and controversy: News that provokes tension and suspense. Human interest: News that elicits sympathy or emotional response. Examples of that Consequence: News about the result of something that has significant impact on the news organization’s audience or influencer’s followers. Visually compelling: New or unique and attention getting images that dramatically convey the message. Data: Relevant statistics and research that support the story.
- The People of Action story framework is a great way to start. PROBLEM: Describe the problem or challenge in your community that your club wants to help solve. Include relevant statistics and research that support the story. What were you or your club trying to accomplish? ROTARY: How did the club or identify the issue.? What made them commit to addressing it? Why does this resonate with them? Does someone have a personal connection to the issue? Human interest angle. ACTION: How did the club gather the resources, expertise and partners and to take action? What obstacles did your club face as you worked on this project? Where possible, add elements that elicit sympathy or emotional response, or provokes tension and suspense. IMPACT: What was the result? How many people were helped? Great opportunity to include a quote or interview from a beneficiary or third party. How did it touch the lives of people in your community? How did this project transform you? If available, included data points.
- Journalists are happy if you know their standards. In particular, this refers to the 7 questions which always have to be answered in this context: Who? What? When? Where? How? Why? From where? The 7 questions are the most important check list of a journalist. For instance, the editors will also evaluate your press release according to these professional criteria and decide on its use. The more accurately you comply with these, the more you simplify the work for the journalist and their decision whether they think that the subject is relevant and whether they want to print it. Who? – Source, person who made the statement, origin of the information. In our case, this is Rotary. What? – Event, occasion. This expresses what has happened. When? – Time relation, date. In a really up-to-date press release, this is “today”! Where? – Location, spatial or geographical reference. More often, there is much more than a mere “where”: Your city, your state, your regional markets... How? – Circumstances, details. Here, it is about the quality of an object or an event... Just expand the question in your thoughts: How did this happen? Why? – Motives, opinions. Explain the motives, targets and objectives of the action to your readers. From where? – History, background. Explain the connections. This can refer to historical and geographical aspects. What is decisive is what is important for your message.
- Never only regard journalists and multipliers as mere distributors of your messages! Journalists have the task of finding, researching, editing and distributing news to their readership. For this purpose, they need trustworthy sources. You! Think like a journalist – and prepare the Rotary news in a way that the readers of your target medium will be pleased to read your story. Thus: Become a reporter’s best friend: Help write their stories for them. Systematically built up an independent, long-term communication with the journalist. Personal contacts are the most intensive. Journalists decide on what they write about. But: From a good and close journalist, you can learn whether there are any subjects which you can offer and build up a competitive edge. Journalists are subject to competition on the press market, as well – therefore, an exclusive subject may support good relationships and help you gain access to the mass media.
- Better: «Moving images» Show a part of the video «City run Luzern» emotions, charity, «Volksnähe» (closeness, being close to the people),
- These are two “inbounds”, i.e. adolescents which are able to experience an exchange year thanks to Rotary. Victor Quirola and Elena Kalbermatten. In a conversation, they talk about their experiences in their host country.
- This is a day-to-day life which many cannot even imagine. Living in a slum without running drinking water and amidst great poverty. In one of the most remote cities of Peru, in Iquitos in the Amazon area, schools and the health care system are very poor. Those who are suffering the most are the children. The charity project “Lacitos de Luz” shall help them. Tele 1 will broadcast a documentary about the project on Saturday, 27 April. Simone Dahli from Lucerne has founded an orphanage in Peru and launched various aid projects. In 2006, the physiotherapist travelled to Peru to work with handicapped children. Due to her close contact with the public, she experienced the suffering of the children in the slums and had to take measures.
- In view of the desolate world situation, efforts for peace and humanitarian engagement seem to be hopeless. Christine Beerli, vice president of the IKRK, decisively counters that perception: “Pessimism is an excuse not to do anything”, she said referring to the Israeli writer Amos Oz. On Saturday, Ms Beerli gave a speech at Zürcher Kongresshaus. Here, Rotarians from Switzerland and Liechtenstein celebrated the 100th anniversary of the international Rotary Foundation. Since its foundation, more than 3.8 billion US dollar have flown into charity projects. The donations were raised by 35,000 Rotary clubs all around the world with 1.2 million active members. In Switzerland, 220 clubs get involved in humanitarian programmes. The oldest club is active in Zurich – thanks to the former FDP city president and ingrained Rotarian Thomas Wagner, a concert of Tonhalle Orchester was the highlight of the festivities.
- Question slide option #2
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