Howtomakeamedia partnershipworkforyou f

KateRosserFrost Press&CommunicationsManager

Small(ish) budget media partnerships examples

5K approx

10K approx 10K approx

Museum of London & The Times, a case study

What Museum of London offered The Times

What The Times took up

What Museum of London asked for from The Times

What Museum of London got

Examples of Museum of London logo on Times events/branded online or print materials

Examples of Museum of London exhibition coverage in The Times

Times critic Rachel Campbell-Johnston picks exhibition as one of exhibitions of exhibitions the week for two weeks running.

Exhibition partner The Times was a strong driver of Exhibition quality coverage during the first half of the exhibition with articles petering out after January 2012. It appears to have played a role in successfully raising initial awareness of the exhibition with visitor numbers more than tripling over the first four weeks. Times coverage appeared in three of these weeks.

Cherry on top of the media partnership!

The Times over Christmas 2011 produced Dickens London walking map aided by our exhibition map above and front cover entirely from Museum of London Dickens creative. A strong creative and partnership can extend your reach who knows what will come out of the partnership.

Money?... What money media partnerships?! partnerships ?!

Limited budgets Add value More creative approach than simply pp py spending money Extend reach and audience of both organisations

Case study of small media partnership

6,000 advertising (confirmed spend) changed this into a media partnership (reversed of usual negotiation): Free ad and podcast p p promotions Cross branding Social media and website cross promotion British Academy and BBC History Magazine lectures 6/8 per year

Be creative! What can you offer if you dont have any dosh?
Space? Collections? Objects? Expertise?

Key questions to consider before pitching

Are we missing out on reaching a particular type of audience? Do we need a media partner? Will it help boost our communication or complicate it? Are we set up to support a partnership? g partner? What is our goal with a media p Education, word-of-mouth, data collection, new audience, endorsement? Who is the best partner for us? Is this promotion/partnership aligned with our mission and goals? Does our project/campaign fit the media outlets context and editorial tone? L k at past examples of other partnerships th h Look t t l f th t hi they have d done see what h t you can also negotiate.

Key q y questions to consider before/during g negotiating

How will this partnership affect our relationship with other media outlets editorial and advertising? Are our short and long term goals aligned with those of our media partner? long-term Can we use the media partner metrics/data? (Useful for future evaluation) Make a list of everywhere you could be featured or promoted through the media partner can you be promoted on each platform? What are the media partner advertising rates? Can you get free contraadvertising? Can you send out marketing through their subscriptions? Find out what their corporate priorities and objectives are. Do they want to increase subscribers from a particular audience? Increase web hits? Increase Twitter followers? Tap into what they need as part of your negotiations.

Interesting BBC note!

Partnerships Over the years we have nurtured strong working partnerships with think tanks and universities, in both the developed and developing world. We have partnered on events and publications and worked together to make the case for media in development. Some of our trustees and closest advisers are leading development academics. Their input, and our own growing methodological base, help to inform BBC Media Action's work, as well as the work of the wider field of international development. development
http://www.bbc.co.uk/mediaaction/about/how_we_work/partnership

Most M t media WANT partnerships or collaborations, anything that will help di t hi ll b ti thi th t ill h l get them something more for their audiences.

TOP TIPS!
Just ask, no-one has said no to you until they actually doeven if they do say no, there still might be something to work with! Be confident in your pitching and product. p p g , just renegotiate g If the partnership or negotiations start to feel uncomfortable, j new terms, you have to look after your brand more than the corporate objectives of the media partner. Dont be bullied! Do not compromise your brand integrity, its not worth it not for any partnership. Write everything down, sign an agreement

Thankyou! Th k !
k.rosserfrost@britac.ac.uk @katerosserfrost