Head of Communications Charlotte Speedy's notes on the importance of PR and how to create buzz around a story. For more information about animal welfare, see www.icawc.org

1. The Importance of PR 8 th October 2009 Charlotte Speedy Director of Communications – Dogs Trust

3. My background 11 Years working in PR At leading London PR agencies for a wide range of commercial, entertainment and public sector clients

6. PR – Some Background

9. But it can also be done really really badly…

11. “ There is no such thing as bad publicity” Whoever said… Should speak to the ex brand manager of Dasani…

13. Good PR Good Brand Ambassadors

15. There Is No Off Switch

16. How Does PR Fit In? Events PR Advertising Direct Mail Fundraising Sponsorship Marketing Brand licensing

23. PR Cost – a pack of biscuits and a key ring Advertising cost – £19,000 Dogs Trust Examples

24. PR Cost – a telephone call Advertising cost – £36,104

25. PR Cost – a telephone call and dog treats for Charlie the dog Advertising cost – over £700,000 3.15 minutes of TV coverage

31. The Changing Media Landscape

38. What Makes The News?

43. News: if you don’t have it, you have to create it

44. Getting Dogs Trust in the Media

47. Parts Of The Puzzle At Dogs Trust Post Dogs Trust Pre Dogs Trust

48. Details of dramatic rescue E.g. how was the dog rescued, were members of the public involved, what did Centre staff do? Asking for help E.g. Centre urgently needs bedding, volunteers, extra food, toys etc. Area Related Dog ‘ London’s prettiest / ugliest/friendliest/ biggest/smallest/cutest dog’ The health benefit of dogs Dogs with health conditions E.g. 3 legged or deaf dogs who are doing well despite their ailment Link to Topical Events E.g. Sports, films, award ceremonies Support from Corporate/ Celebrity Partners Unusual breeds, sizes colours, crosses, weight E.g. The smallest dog next to the largest dog Litters of Puppies E.g. Do they an unusual story, funny names, are they being hand reared, is it a very large litter? Old Dogs E.g. Longer term residents, The oldest dog at the centre, older dogs with older people Funny/Topical Dog Names E.g. Named after things linked to the seasons & events [Noel & Holly at Christmas] Famous singers, celebrities, sports stars Cute /Brave Stories E.g. Dogs who are best friends with other dogs or other animals, loyalty to owner, bravery, Anniversaries/ Reasons to Celebrate E.g.. Staff member celebrating long service, 1000 th dog rehomed Centre Events E.g. Open days, bring a dog a Christmas dinner Link back to the work of Dogs Trust Sponsor a dog, microchipping, neutering, education, responsible dog ownership, fundraising Educating Dog Owners of Tomorrow PR IDEAS

49. Seasonal

53. Link to topical event

58. Support from Corporate Partners

62. Topical or Interesting Names

65. Chrissie & Evie

66. Cranbury

67. Bjorn & Borg

68. Sven, Goran and Erickson

69. Dogs with health conditions

70. Snowball & Meg

71. Weasel

72. Unusual Dogs

73. Britain’s Ugliest Dog

75. Piglet

76. Charlie & Barney

77. Rose

78. The Walking Mat - Matherson After…. Before…

81. Fundraising

82. My Life As A Dog Three opportunities for coverage

83. Unusual Size

85. Staff News

87. Life after Dogs Trust

89. Health Benefits

93. Events

96. Public Affairs Campaigns

97. What is Public Affairs?

98. Compulsory Microchipping

99. Internal Communications

100. Internal Comms

101. Dogs Trust Messaging

104. Thank You For Listening Any Questions?