The 'new ideas for media relations' breakout session from the January 2013 NAS partner workshop

1. New ideas for media
relations
Simon Francis, Claremont
New ideas for media relations

2. This session
Why media relations is still important and how it is changing
New tactics
Discussion on where we can help each other
New ideas for media relations National Apprenticeship Service

3. Sources of awareness
25%
20%
15%
18-24s
Parents
10% Employers
5%
0%
From a teacher, lecturer, friendor careers ofof show or interview, or in radio poster, tube or bus or news On socialarticle
From employer TV tutor or as part adviser family
From a or radio member a my In a newspaperIn a theanewsIn a newspaper advert website media
On advert advert
In Elsewhere onlinesomewhere else
Yes, but
New ideas for media relations National Apprenticeship Service

4. From spring to stream
http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay
New ideas for media relations

5. Five ways to move from spring to
stream
Words Data Images
Video (A little) money
New ideas for media relations National Apprenticeship Service

6. Words
Create a ‘Twitter Cue’
Max 140 character sub-headline for use on Twitter, use @Apprenticeships
Make your releases SEO friendly
Include hyperlinks to your site and www.apprenticeships.org.uk on key words
Develop a ‘social media cheat sheet’
When all your content is ready tell your own staff and partners where to find
it, provide suggested tweets, Facebook posts and LinkedIn updates. Update
people when coverage appears and new suggestions
New ideas for media relations National Apprenticeship Service

7. Statistics
Believe in Open Data
Send any datasets in excel to Simon Rogers at the
Guardian
Create an infographic
Use a designer (like the AoC did in Colleges Week)
or do it yourself using Infogr.am)
Work all the angles
Provide bespoke releases / graphics to trade
media, regional media and play on journalists
specific interests
New ideas for media relations National Apprenticeship Service

8. Images
Have images ready to go
Use Flickr and get the right tags, descriptions, captions and ‘meta data’ right. If
Indexed right, send to general picture desks.
Made by apprentices
Take pictures of your apprentices next to the
work they’ve delivered and release to local
media
Tell a story
Use an app like ‘Diptic’ (right) to create a
montage and share direct to Facebook, Twitter
&Instagram
New ideas for media relations National Apprenticeship Service

9. Video
Job swaps
Film your chief exec going back to the floor
with the apprentices
Film your news story
Re-use existing footage to highlight key
points from the story – train a member of
staff to use basic video editing software. Or
record an AudioBoo
Keep an eye on Keek
Backed by Tom Daley & Finn Harries
New ideas for media relations National Apprenticeship Service

10. Spend (a little) money
A phone (and apps)
Buy a press office iPhone or Android phone, get the right apps and set it up to link
with your accounts
Promoted posts
For around £500 you can do an effective campaign on Facebook. Promoting links
to news stories works especially well as you can invite comment
New ideas for media relations National Apprenticeship Service

11. Q&A
http://about.me/si_francis
New ideas for media relations National Apprenticeship Service