Using newsjacking to get media coverage | Behind the headlines: getting your charity’s story into...
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Newsjacking Getting the best press office results Forster Communications 1 12 December, 2016
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Transcript of Using newsjacking to get media coverage | Behind the headlines: getting your charity’s story into...
NewsjackingGetting the best press office results
Forster Communications 112 December, 2016
We help our clients to protect and improve lives, and deliver
measureable value for them, their stakeholders and wider society.
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Delivering value
NEWSJACKING
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Newsjacking
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Why challenge the status quo?
RULES OF ENGAGEMENT
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Avoid surprises – take the team with you
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Preparation, preparation, preparation…
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Sometimes ‘No’ is the right answer
PRACTICE
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Save the Children: Rail strikes and Syria
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Electrical Safety First: product recall
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BAPRAS: Cosmetic surgery gone wrong
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Greggs: Using personality to win the day
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When it goes wrong…
ACTION
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Checklist
• Is it the right issue?
• Have the risks been considered?
• Do the opportunities outweigh the risks?
• Have you got the right content ready (or able to be made ready)?
• Have you got buy in?
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Your turn…
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Groups
Group one
Charity wanting to raise attention of elephant welfare in Asia• A celeb has been pictured riding an elephant whilst on honeymoon• The news has been positive in the consumer media but anger is building in social
media• It’s January and you and the team have been working on a pre-summer holiday story
on the issue
Group two
A road safety charity wanting to challenge the law on booster seats• A child has been seriously hurt in a car crash• The family is angry and publically blaming the manufacturer• You have just received a piece of research back, with evidence that challenges current
guidance, suggesting that 20% of all booster seats on sale may be unsafe – this was planned for launch later in the year
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First considerations
Is it the right issue to engage on?
And:
What are the risks and opportunities of engaging now?
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A decision has been made to go ahead and newsjack
• What is the success you’re aiming for?
• What do you need to ensure you have prepared?
• How will you coordinate this across teams?
• What is your strategy to engage? How will this be phased?
• How will you monitor the impact?
• How will you build on the newsjack later in the year?
Forster Communications+44 (0)20 7403 2230www.forster.co.uk@Forster_Comms
Thank you
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George Ames
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
8 December 2016
London
#charityPR
Behind the headlines:getting your charity’s
story into the news
