The local media are always on the lookout for good stories with a strong human interest angle – something you should be able to supply. To maximise the coverage you get, bear in mind the following:
Stay ‘on message’
PR is most effective when the target audience is exposed to a consistent message or set of messages. Write down the key points that you want to get across about your centre throughout the year, such as:
- what your centre offers
- the range of courses available
- partnerships you have developed
- the number of learners who use your centre
Reinforce your messages at every point of contact with the media.
Get the right story to the right person
Your media contacts are likely to be either ‘news’ or ‘features’ editors so be sure you supply appropriate stories. News stories are those that present something new to readers, usually linked to a specific time - perhaps a new course or an event. Features are less time-specific and could be serious –about an outstanding achievement by a learner – or less serious – about a couple who met while learning at your centre. If your story is about an event, make sure that you try to get a mention in any ‘forthcoming events’ section in your local paper. It may be worthwhile contacting your local radio station too.
Create the right impression
If someone else at the learning centre is likely to field enquiries from media contacts, perhaps in response to a press release, make sure they are properly briefed or you may miss the opportunity for coverage and create a poor impression. They need to be aware of the story in the press release, and should understand the key messages to emphasise.
Give your story a boost with photography
A good photo will enhance the chances of getting a story in print. Get to know a good photographer and build up a bank of general shots of the centre, your staff and learners, which could be used with a range of stories. This will help to cut down on cost, although many stories will merit their own photos – particularly if they feature particular individuals. Obtain permission from people appearing in your photographs before using them in publicity materials. Provide your photography in a format that newspapers can use – most now prefer electronic format such as a high resolution jpeg files (clarify this when you make initial contact with the newspaper).
Although a lot of work can go into PR, not all your efforts will be rewarded. Keep at it, though, and over time you are sure to get results. Don’t forget to keep a record of the coverage you achieve – a press cuttings book is always a good idea.