Rachael
collier
PUBLIC RELATIONS 101
Role of Public Relations
YOUR AGENDA
Highlight your services and/or products to gain potential customers.
The best PR campaigns provide a timely, compelling story with natural brand messaging woven throughout. They aren’t sales-driven or overly branded.
MEDIA AGENDA
Looking for an interesting story, person or experience to share with their audience via editorial lens.
Understanding Canadian Media
Highly concentrated ownership
Relatively small number of outlets; overworked journalists
Local news outlets shrinking
Most outlets get their news from news wire services
8
CITY
BREAKFAST TELEVISION
OMNI
64
GLOBAL NEWS
SOWCASE
HGTV
4
TORONTO STAR
STAR METRO VANCOUVER
16
NEWS 1130
680 NEWS
1310 NEWS
67
GLOBAL NEWS
FOOD NETWORK
W NETWORK
6
MARKETING MAGAZINE
MACLEANS
TODAY'S PARENT
39
CKNW
AM 730
CFOX
39
NATIONAL POST
THE VANCOUVER SUN
THE TORONTO SUN
31
79
CBRT-DT, CHANNEL 9
CBAT-DT, CHANNEL 4
29+
CBCT-FM
CBME-FM
CBLA-FM
2
CTV NEWS
E!
TSN
NEWSTALK 610
AM 800
5
CBC.CA
RADIO-CANADA.CA
YOU.TV
SOURCE: Marketing News Canada
Media Relations for Small Business
PR 101: Small Business
- Your business doesn’t have to be on a major TV station, be on the front page of the Globe and Mail or be the topic of household conversations to do PR well
- Focus on attainable goals and the steps needed to get there
- Be thoughtful and strategic in your PR outreach. Media relations is not free - your time is money!
- Understand you may be asked to pay to play
Media Contacts
- There’s no way around it - read the news!
- Follow and engage with reporters you’d like to work with on Twitter and LinkedIn
- Editors, producers and journalists the best contacts (not editor in chiefs or on air hosts)
- If you receive a response - getting back to them is your highest priority
Hamilton Spectator: firstinitial.lastname@thespec.com
CBC: firstname.lastname@cbc.ca
CHCH: firstname.lastname@chch.com
Hamilton Community News: firstinitial.lastname@hamiltonnews.com
Bell Media: firstname.lastname@bellmedia.ca
Globe and Mail: firstinitial.lastname@globeandmail.com
Toronto Star: firstinitial.lastname@thestar.ca
Newsdesks: Publicly available online (news@thespec.com)
Key Messages
Three main things you want someone to know, backed up by supporting points:
- Who are you?
- Why does your product or business exist?
- What is your call to action/why should people care?
Media Kit
Not always necessary - sometimes a pitch note will do!
A media kit typically includes:
- Backgrounder: A one page overview
- News release, if applicable. Browse the Newswire for examples
- Product or service details and availability
- High res images or videos, along with credits
Step 4: The Perfect Pitch
- Personal: Thoughtful and tailored to what the journalist covers
- Location Specific: Local, national, international
- Timely: Is “new” news, ties into a trend
- CTA: Strong call to action that will be interesting to their target audience
- Length: Short & sweet - must fit on one email page
- Assets: High resolution photo/video where appropriate
- Used Sparingly
Media Lead Times
LONG LEAD:
PRINT MAGAZINES
4 months or more. Christmas in July!
VARIABLE:
TELEVISION
4 weeks minimum, CHCH regularly books 2 months in advance.
SHORT LEAD:
NEWSPAPERS
Holiday product round-ups, 1-2 months in advance, typically appreciate 1-2 week lead time.
RADIO:
ANYTIME!
Paying to Play: Is it worth it?
Target audience
Overall reach
Category exclusivity
Type of coverage
Quote, image inclusion
Web links and social promotion
Approval process
Always try a pitch before offering to pay!
Influencer Tips
- Look for smaller influencers with great engagement that meet your target audience
- Offering product doesn’t guarantee a feature. The most you will likely get is an IG story
- Set out expectations and budget in advance. Tell them your ask and they can provide a quote to start negotiations
- Disclaimers are mandatory (yikes, Kim!) #Sponsored #Paid #Partner #Gifted
Keep In Touch
Visit Rachael's Website
Follow Rachael on LinkedIn
Email Rachael: rc@rachaelcollierpr.com