Complaining is not Campaigning

Here are a few thoughts on campaign PR.

When involved with campaign PR, you need to ask yourself some very important questions at the start of the campaign which will increase your chances of success:

- what exactly are we trying to achieve?
- why do we think we have the right to this?
- what are the key dates - when do we want the coverage to come out?
- what's the other side going to say - how can we counter their arguments?
- who are we talking to - specifically?
- what are the key messages and precise language that we can use to win the day?

You need to get your messages very precise, so that you are not just complaining - there's a difference between campaigning and complaining. You are not just saying what you think - you are communicating key messages.  Compare the following:

"We want everyone to join our campaign and tell Mr Thingamejig what they think"
or
"We want people living in xyz place to write to Mr Thingamejig before 5th November and ask him to stop the XYZ because of ABC".

Key messages defined clearly at the beginning of the campaign can be repeated in varying sentences throughout your media campaign.  Sensitive language and diplomacy need to be applied carefully for the best outcome. Take into account what every stake-holder feels, what they believe, how they would feel reading what you have issued to the press.  What do you want people to read in the papers?

Journalists will appreciate facts and figures - do you have statistics that back up the points you are making?

Likewise, the press will require photographs, maps, online links to factual information, people to quote (external contacts as well as including from your own organisation).

Remember - if you are in charge of campaign PR, you are responsible for what is given to the media: be factual, back up what you are saying with statistics and illustrations. Make sure that campaigners know about the press releases and the internal approval system. Agree with them the proper messages for the campaign so that you are all up-to-date.

You can use the quotation in a press release to be more emotive - use colourful, expressive language that quotes people directly wherever possible.

When referring to places for local media - use precise road names, villages, towns, landmarks and so on wherever possible. Remember, for TV, often a tiny local story can get more attention than a region-wide item: they want something that could be relevant in any similar location and interesting to residents across the area. And they must have a precise location - general news will not cut it.

Remember that every press release needs approval by the campaign manager, and it must be accurate.

PR needs to tell the story of the campaign, from start to finish.  A superb example of campaigning and campaign PR is in The South Downs Campaign which lasted over 20 years.  Their final newsletter to campaign members was headed simply: "Job Done!". 

For examples of press releases visit the media office at http://www.compege.co.uk/ or see CPRE Hampshire news archive.