DIY publicity: increasing your profile by leveraging the media


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Have you ever wondered how to become a person of influence? Getting your name into the media is a key way to build your profile. In this presso I take you through tips and tricks on how to do talk to journos, what is newsworthy and what others are doing to increase their profile.

Published in: Business, News & Politics
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  • Thanks for the intro
    Kath’s ecourse: Mumpreneur maven
    What public relations is, what publicity is, do’s and don’ts and how to get the media’s attention, examples of PR stunts and then how to come up with your own story ideas
    How many of you have gained publicity for your business
  • So I work with clients to get their brands into the media
    For this conference I ran a media campaign with Kathryn, included stats, sent nationally. Online mum’s newsites.
    AVE thousands of $$. Syndicated to Daily Telegraph online
  • Advertising, events, online, seo, brand, sales, social med,
    Public speaking opportunites, any external communications and then the publicity
    Traditional – online move and charging - The Age and SMH – cutting premium magazine inserts – international papers
    Social - driven by user content
  • Client – strategy – I ask them who this is and tailor the media outlet
    Cost effective – PR stunts, Louise Glendon
    Traditional media – notoriety – you’ve made it – content you can share
    Measurable – dollar value – TV $$100,000
  • Journo’s deets – Twitter
  • Inverse pyramid
    So what
    Simple – KISS
  • Research the outlet, their readership, viewership
  • Media holidays – topical
    Research undertaken by BankWest in 2012 found that women are starting businesses at twice the rate of men, often part-time whilst raising children.
    Royal wedding
    Personal stories – how much you earn, what your husband thinks, rags to riches,
  • King of publicity and using his image to leverage media attention. Richard Branson. Launch of virgin brides.
    Also famous for picking fights with other companies. BA,
    Positioning himself as the voice of the people
    power of a good picture,
    spacesuit for Virgin Galactic,
    The Virgin brand is one of the most recognisable in the world, helped in no small part by its CEO’s willingness to have fun with his own image in a way unimaginable for most brands and companies.
  • toy company Mattel paints a street in the UK ‘Barbie’ pink for the launch of new Barbie and gains national primetime coverage on mass media coverage from The Times, Daily Mail, The Guardian, Hello magazine, Sky News, BBC News, ITN News on primetime, Virgin Radio breakfast shows and BBC Radio 1.
  • Polar Bear On The Thames. We floated a 1.5 tonne, 20ft high statue down the river Thames to mark the launch of natural history channel Eden. The campaign reached 260 Million people.
  • 1600 papier mâché pandas were put on display to increase public awareness about the endangered species.
    installed by WWF, represent the remaining 1,600 pandas left in the wild.
    Do something different. Capture the moment. Yarn-bomb. Guiness world record
  • 5 mins Q&A or report back on your ideas
  • DIY publicity: increasing your profile by leveraging the media

    1. 1. DIY Publicity: Increasing your profile by leveraging the media Jenny Hassam Director
    2. 2. What is Public Relations? • Part of the marketing mix • Managing the spread of information between the organisation/individual and their publics • Publicity vs PR • Media – Traditional - TV, radio, print, online – Social • Editorial versus advertising
    3. 3. Why publicity? • • • • • • Target your ideal client Increase profile of your brand to new clients Cost effective Increases trust in your brand Increases SEO ranking Highly measurable
    4. 4. Can you do it yourself? • Do you have time to dedicate to it? • Do you know which media you would like to speak to? • Can you find their details? • Can you come up with ideas or stories around your brand or yourself? • Can you write a short one-pager/media release on your idea/news?
    5. 5. Media release • • • • • • • • Inverse pyramid What do you want to announce? Who do you want to communicate to? So what? Who are you? How? Where? When?
    6. 6. How to approach a journo - Do’s • • • • Tell them its an exclusive Call them Have a couple of angles Ask if they have anything their working on in the future you can comment on • Be ready to jump and to ask how high! • Remember – you’re doing them a favour!
    7. 7. How to approach a journo - Don’ts • • • • Being unprepared Contacting in the afternoon Forget to attach photos/video/audio Not proofreading your media release
    8. 8. 0428 212434