Talking with Media Workshop: Press Releases
Anastasia Baklan
East Invest 2, Azerbaijan, 2016
Working with the Media An essential component of any advocacy campaign, because
it provides a publicity of the process and it is directly proportional to its result.
What has to be prepared before? • The webpage or any web representation of the organization / coalition, so that Google-search could find it
• The media strategy includes the goal of communication, probable channels and types of media to be used
• The list of the media (press, radio, TV-channels and webportals) with contacts: Name, e-mail, phone, website
Media databases
Possible types of the work with media • Press conferences, press briefings and press tours
• Sending pressannouncements, pressreleases, post-releases
• Participation in TV and radio broadcasting and television programs
• Partnership with mass media on the regular basis
Which formats of communication with media do you use? How many contacts with media do you have?
Advocacy campaign on promotion the interests of small and medium sized businesses on the eve of local elections in 10 regions of Ukraine in 2015
What have to be placed in the press materials? (press announcement, press release, post-release) • The key message
• Organizers of the campaign
• The date of the event
• For announcements + time
• Location
• For announcements + time
• Contacts for the Feedback
• Quote, comment
• Basically, to releases
Typical mistakes • Many entrepreneurs make the mistake of sending press releases without considering a publication's audience
• Grammar and spelling mistakes - a press release full of typos and errors is more likely to get tossed aside
• If your release is well-written and relevant, you don't need an extra «coffee or candies» to get your message across
What attracts attention of the media? • Geographical proximity
• Celebrities (prominent figures)
• Familiar people
• A new problem and its solution
• Benefit / profit
• Eye-catching name of the article
• Mass character of the event
• Quotations
Basic elements of press materials • The key message
• Organizers of the campaign
• For announcements + time
• The date of the event
• For announcements + time
• Location
• Contacts for the Feedback
• Quote, comment
Workshop
• Basically, to releases
Thank you!
Anastasia Baklan Center for International Private Enterprise
National SME Platform (Ukraine)
www.platforma-msb.org
info@platforma-msb.org
+38 093 460 87 03
+38 044 279 00 76