Anna Newson, head of PR and communications at the Arthur Terry Learning Partnership, discusses why it is important to keep good news flowing.
From the school boy virtuoso to the students who competed at Silverstone, seeking out uplifting tales and showcasing the best of the learning partnership is the bread and butter of my role.
Good news can raise the profile of your organisation, boost business, enhance your reputation and detract from the negative. Plus (and here’s the really important part) It makes people feel good. It brings communities together, builds positivity and delivers inspiration and hope. For every fear inducing headline there is a heartfelt tale of kindness, generosity of spirit and human endeavour.
And this is why now – even when PR may not seem like a priority – it’s crucial to keep the good news flowing.
Here’s how:
Uncovering stories
Stories are everywhere. With just a little detective work, you can unearth those hidden gems. Quick wins include social media posts, providing expert comment on topical subjects, or simply repurposing content.
What makes a good news story?
Simple, effective storytelling with personality and a ‘hook’, such as:
Audience participation
Your business or organisation will have many different stakeholders. Tailor your stories and platforms to your internal and external audiences. Remember your staff – they are your greatest ambassadors - so keep in contact with them through a range of communications, including newsletters, emails and social media.
You don’t need to be a wordsmith
When it comes to DIY PR, a quality image and caption, or an engaging video and impactful headline shared on social media platforms can do the trick. If you feel confident enough to pen a news release, then there’s some guidance on storytelling here: https://www.linkedin.com/pulse/pr-schools-why-telling-tales-playground-good-news-anna-newson/
….or a technological whizz
If you have a smartphone, tablet or laptop and access to social media and ideally a website, then you can create and share content to a mass audience - instantly. There are lots of apps and tutorials (from Chamber members) to guide you, from creating flawless videos to writing razor sharp copy.
Don’t reinvent the wheel
With time and resources pared back, crafting copy needn’t be a chore. Spruce up existing stories, update profile pieces or simply adapt content for a different platform/audience, such as turning a written feature into a vlog.
Sharing your stories
If you have a newsworthy story and image worth sharing beyond your own channels then it’s worth investing in some quick research on your local news outlets and/or specialist media and journalist contact details. What do they write/broadcast about? When is their deadline? Or, maybe tag a publication or influencer on social media. Don’t forget to add the Chamber to your distribution lists!
You may prefer to manage your own messages through your own channels, such as your website, newsletters and social media. Content is king, as is regularly updating your communications, interacting with audiences, joining in conversations and sharing posts from others.
Measuring success
A wise ATLP leader says that he measures success in schools not by performance or inspections, but by the smiles on pupil’s faces.
You cannot measure the true value of PR - reputation is more than a headline or website hits. Sutton Coldfield Chamber president and the ATLP Trust Board’s Katie Hale has a superb video on ‘legacy’ here: https://www.youtube.com/watch?v=SQdJIw_QrDs
Be authentic, remember your humanity
Your carefully constructed words will be meaningless if they have no substance. If you genuinely care and display heart, soul and integrity, then your vision and values will go a long way. Right now I’m proud to be collaborating on a story about Sutton Coldfield secondary schools working together to produce and deliver vital PPE supplies to hospitals and care providers.
If we can join together as a community to support each other and share resources, then we can achieve even more for ourselves and each other.
If you’d like any more tips or advice then please contact me at anna.newson@atlp.org.uk
