Using the Media 10th September 2015

Using the Media
10th September 2015
Charlotte Speedy
Director of Communications
Charlotte
Communications Department
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Press & PR
Public Affairs and lobbying
Information about dogs
Campaigning
Wag! Magazine
Annual Review and Account
Promoting rehoming and rescue dogs
What about you?
Tell me about any experience
you have with the media
Media Trends: a short quiz
• How many regional newspapers are there
in the UK?
• How many consumer magazines are there
in the UK?
• What was the most searched for thing on
google last year?
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?
• Robin Williams
Google Zeitgeist
– Global Trends
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
Advertising cost – £19,000
PR Cost – a pack of biscuits
and a key ring
Advertising cost – £36,104
PR Cost – a telephone call
The Independent Review
£4,950 Front Cover
£75,570 Feature
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
How much of what you read in
the papers and see on the
news is PR generated?
60%
How many press releases does
a features editor of a national
newspaper receive each day?
140
What makes the news?
CONFLICT
ENTERTAINMENT
INFORMATION
What makes the news?
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Controversy
Royals
Cute and fluffy
Celebrity & soaps
Sex
Money
Public safety
People power
Above All
– Human Interest
Getting Dogs Trust in the
Media
Our Audience?
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Supporters
Future supporters
Future rehomers
The media
Opinion formers
Politicians
Fundraisers
Internal staff members
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
PR Story Opportunities
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Advice
Anniversaries
Awards
Bids/tendering
Briefings
Calendar events
Case studies
Celebrities
Children
Columns
Competitions
Conference
Donations
Employees activities
Events
Exhibitions
Expansion
Expert Opinion
Fundraising
Human interest
Improvement
Investment
Job advert
Letter to the editor
Link to current affairs
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Link to up coming news
Local interest
Management appointment
Merger
New contract
New premises
New product
New service
Picture story
Press conference
Press visit
Profile of an individual, organisation
Quotes
Recruitment
Requests for help
Report –academic
Seminar / debate
Seasonal
Slow news days
Social Responsibility
Spokesperson
Speech
Sponsorship
Survey
Supplement
PR IDEAS
Anniversaries/ Reasons to Celebrate
E.g.. Staff member celebrating long
service, 1000th dog rehomed
PR IDEAS
Link back to the work of Dogs Trust
Sponsor a dog, microchipping,
neutering, education, responsible
dog ownership, fundraising
Area Related Dog
‘London’s prettiest / ugliest/friendliest/
biggest/smallest/cutest dog’
The health benefit of dogs
Disabled Dogs
E.g. 3 legged or deaf dogs who are
doing well despite their ailment
Details of dramatic rescue
E.g. how was the dog rescued, were
members of the public involved,
what did Centre staff do?
Centre Events
E.g. Open days, bring a dog a
Christmas dinner
Educating Dog Owners of Tomorrow
Link to Topical Events
E.g. Sports, films, award ceremonies
Unusual breeds, sizes
colours, crosses, weight
E.g. The smallest dog next to the
largest dog
Support from Corporate/
Celebrity Partners
Cute /Brave Stories
E.g. Dogs who are best friends
with other dogs or other animals,
loyalty to owner, bravery,
Funny/Topical Dog Names
E.g. Named after things linked to the
seasons & events [Noel & Holly at
Christmas] Famous singers, celebrities,
sports stars
Old Dogs
E.g. Longer term residents,
The oldest dog at the centre, older dogs
with older people
Asking for help
E.g. Centre urgently needs bedding,
volunteers, extra food, toys etc.
Litters of Puppies
E.g. Do they an unusual story, funny
names, are they being hand reared,
is it a very large litter?
Worlds….
Worlds Biggest Dog
World’s fattest dog slims to half her weight
Now she ain't nothing like a round dog
World’s Ugliest Dog
Britain’s Ugliest Dog
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
World’s Smallest Dog
MAKING A STORY
Support from
Corporate Partners
Sofa.com
Topical
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Piggyback!
World Cup
The Boat Race
Pancake Day
Oscars
Halloween
Easter
Wimbledon
Flower shows
Valentines day
Christmas themed
National holidays – i.e St George’s Day
Game of Bones
Prince George
Bake off
Bake off 1 year on
Chrissie & Evie
Cranbury
Bjorn & Borg
Sven, Goran and Erickson
Dogs with health
conditions
Ronnie
Snowball & Meg
Puppies
Puppy Olympics
Unusual Dogs
Rod Stewart - Lookalike
?? - Lookalike
Snuffles
What do you notice?
What do you notice?
Who is this?
Who is this?
Not strictly canine…
Buster – allergic to grass
Wonky
Before…
After….
Womble
Weasel
Piglet
Charlie & Barney
Rose
The Walking Mat - Matherson
Before…
After….
Essex first resident…
Tough starts
Banana box pups
Infographic
Seasonal
World Pup
Frank Lampawd, Didier
Dogba, Furnandinho,
Muttersacker and
Christiano Ronaldog.
England Team
Commonwealth pups
Hayley Haining
Sir Chris Hoy
Tour de France
Commonwealth Games
Halloween
#presspaws 2013
A dog is for life, not just for Christmas®
#presspaws: The Campaign
To mark 35 years of Dogs Trust’s slogan ‘A Dog is for
Life...not just for Christmas’ we launched a campaign to
encourage people to stop and consider the responsibility
before buying a dog at Christmas and beyond.
We asked people to take a photo of their hand against
their dog’s paw to form the shape of the pause symbol and
tweet this @DogsTrust including the hashtag #presspaws.
Celebrities and Dogs Trust supporters alike joined in to
show their support. All photos were posted at
www.presspaws.org.uk
MP support
• Dogs Trust hosted an
event at the House of
Commons and at Scottish
Parliament to celebrate 35
years of the slogan A dog
is for life, not just for
Christmas ®
• Nearly 70 MP’s and 30
MSP’s attended to show
their support for
#presspaws
• A release was distributed
to each MP’s & MSP’s
constituency and
coverage appeared in 51
regional and online titles.
Twitter
Celebrities including Andy
Murray’s dog Maggie May,
Novak Djokovic, Leona Lewis
and Made In Chelsea’s Rosie
Fortescue showed their
support for #presspaws on
Twitter
Twitter Analysis
The campaign launched with our info graphic
which was posted on our Twitter page on 22nd
November. It received 198 retweets and 21
favourites
Famous faces showed their support with top
Tweeter Novak Djokovic’s picture getting 1186
retweets and 1470 favourites!
Jenni Falconer
Dominic West
Jules Knight
Danielle Lloyd
Matt Henry
Matt (Capital
FM)
Brix Smith
Arlene Phillips
Jelena
castle
Emma Meaden
This Morning
Novak
Twiggy
Leona
John B News
Maggie May
Sam Callahan
Juliana Dever
Rosie Fortescue
Preeya Kalidas
Seamus Dever
Retweets
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Favourites
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265
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431
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27(Debs RT)
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Social Media
• Our first Facebook Post received 1946 likes, 1175 shares and60
comments
• Our 1st tweet had 143 retweets and 37 favourites (13th November)
• We have had 537 entries to www.presspaws.org.uk
• 282 clicks from the Bit.ly to the A-Z on our site (used on Twitter)
• 93 clicks to the 1st FB post (used on Twitter)
Winter Olympics
Staff
Recognition
Fundraising
My Life As A Dog
Three opportunities for coverage
Before…
During…
After
Unusual Size
Life after Dogs Trust
Health Benefits
Follow Up
Readers like follow up stories…
Celebrities
Celebrities
• Can add weight to your
campaign
• Different type of media
• Online media- eg Twitter
Letter to the Editor
A Day in the Life
Internal Comms
• Don’t forget to tell your staff what has
been going on and inspire them to spot
news stories for you
Campaigns
Puppy Smuggling
Dogs Trust Emojis
A Day in the Life
Photography
First the no nos
• No bars
• No dressing up
• Nothing that could be seen as dangerous r
a welfare issue for the dog
• Nothing to make children [or adults cry]
• No inappropriate backgrounds
• Consider age of children in shots
We want people to look twice,
not look away…
Photography tips
• Be patient
Photography tips
• Take shots of normal behaviour
Photography tips
• Use sounds to focus the dog’s attention
Photography tips
• Shoot at eye level
Photography tips
• Natural and playful rather than posed
Photography tips
• Get close
Photography tips
• Interesting coloured backgrounds
Photography tips
• Show the dog in action
Photography tips
• Take lots of pictures
Photography tips
• Use branding
Photography tips
• Use props
Photography tips
• Dogs and children
Photography tips
• If your dog won’t pose – get creative!
Photography tips
• If your dog won’t pose – get creative!
Photography tips
• Combination of different shots
The People
Circulation: 900,000
Readership: 2,700,000
Thank You
Any Questions?