Download South Yorkshire Objective 1 Programme 2000-2006

Media Training for
Voluntary and Community
Sector Beneficiaries
Richard Holmes
Communications Manager
2000-2006 Objective 1 Programme
South Yorkshire
United Kingdom
South Yorkshire is NUTS 2
Part of the English region
Yorkshire and The Humber
Yorkshire and
the Humber
Region
N orth Yorkshire
H um ber
W est Yorkshire
South Yorkshire
Centred around the city of
Sheffield
Objective 1 for 2000-2006
South Yorkshire Objective 1 Programme 2000-2006
In 1990s South Yorkshire suffered high levels of deprivation
following the decline in its traditional industries of steel
making, heavy engineering and coal mining
Programme’s focused on increasing wealth and transforming
the local economy
€3.3bn programme includes €1.2bn from structural funds
26,000 new jobs created (so far)
GDP is rising: latest figures EU25 - 91%, EU15 84%
South Yorkshire is a phasing-in region for 2007-13
Structural Funds in the Region 2007-2013
ESF is delivered through a single national programme in England
with resources ring-fenced for each region
ERDF in the region will be delivered through a single
competitiveness and employment objective programme with ringfenced funding for South Yorkshire as a phasing-in region.
Programme to be managed by the RDA
ERDF
ESF
€271,041,000
€180,694,000
Yorkshire &
€312,540,000
Humber (excluding
South Yorkshire)
€214,978,000
South Yorkshire
(phasing-in)
South Yorkshire Objective 1 Programme 2000-2006
Priority 4 – Developing economic opportunities in targeted
communities
Many small scale, low grant value, grassroots projects
Managed by neighbourhood or voluntary organisations
Priority 4 contains 11% of SF investment but supports 36% of the
projects
Volunteers often have limited publicity experience or skills
They don’t want to spend their “precious” funds on paid publicity
We offer training workshops to help these groups use
the media to publicise their stories – a low cost option
Training is locally based and free
Small groups (6-10)
Informal and practical
Delivered by the Programme’s experienced publicity
team
Workshops help participants:
 Recognise what is “news”
 Understand the media’s needs
 How to present their story to give it the best chance of being
covered
 How to write a press release
 Learn where, when and to who they can send stories
 Each participant brings a story idea and leaves with a developed
press release
Workshops also cover:
The importance of the “soundbite” in interviews
Using quotes in press releases to express opinions
Personalise the stories
Focus on outcomes not process
Using pictures to sell a story
Deciding whether to supply the picture or stage a photo
opportunity
Deliver a Euopean and programme message
People from around 50 community or voluntary groups
have attended the workshops
All attendees have placed at least one story in the media,
a growing number have placed many
We continue to offer a publicity support and mentoring
service by email and telephone
Media coverage by Year in Column
Centimetres
60000
50000
40000
30000
20000
10000
0
2001 2002 2003 2004 2005 2006
Year
Contact
Richard Holmes
T: 00441709 763618
Communications Manager
F: 00441709 763679
Objective 1 South Yorkshire
Silkstone House
www.goyh.gov.uk
Pioneer Close
Wath Upon Dearne
ROTHERHAM S63 7JZ
United Kingdom
Email: [email protected]