External communications
External comms is about getting across our message to the people we want to influence. This could be customers, potential customers, service users, the government, politicians, partner and stakeholder organisations, peers and colleagues or a mix of some or all of the above.
External communications should explain the products, services and activities of any organisation in a positive and accurate way. It should tell the story honestly, professionally and as interestingly as possible.
How is it done?
There are many ways to get the message across, from lobbying and direct mail to websites and seminars.
The device most commonly used is to identify a news story and turn it into a press release. We can reach our target audience by identifying which media they are likely to see and aiming the press release at those media outlets.
What makes a news story?
Almost everything that an organisation does externally is newsworthy, relevant and interesting to someone.
Target media
When identifying potential news stories, bear your target audience and media in mind.
Regional weekly and daily newspapers and local radio and TV stations are likely to be interested in any news that is locally relevant to their circulation or transmission area.
National newspapers, radio and television will cover only major news stories or, perhaps, something unusual or very quirky.
Trade and specialist publications are another useful outlet for stories about your organisation and the people who work in it.
Presenting press releases for journalists
Journalists receive 100s of press releases every day so it is important that your release stands out.
Press releases:
- Are brief
- Deliver news
- Are honest
- Are interesting
- Follow style guidelines
- Use simple, jargon-free English
- Use the present tense
- Include simple examples to make the content relevant
- Use adjectives only to inform, never to flatter
- Don't exaggerate
- Contain strong first paragraphs that include the nub of the story
- Include snappy, relevant headlines
- Spell out uncommon acronyms when first used and use the acronym only for the remainder of the release
- Carry the date of the day on which they are sent
- Are fronted by a single sheet with bullet points when the press release is very detailed or longer than usual.
- Are approved by local and regional management as well as the press office before they are sent.
- Are planned to land when quoted spokespeople and other relevant specialists will be available to respond to media calls.
- Are embargoed with care (embargoes are best used when, for example, they will allow feature writers and journalists time to get more information together to build a story).
