The Publicity Success Webinar Know-How Now! Business Success Webinar Series

Suzi Dafnis Australian Businesswomen’s Network Suzi Dafnis National General Manager

Corrie McLeod Espresso Communications Corrie McLeod Espresso Communications Of course I’m a publicity hound. Aren’t all crusaders? How can you accomplish anything unless people know what you are trying to do? - Vivien Kellem

Delia Timms Find A Babysitter Delia Timms Find A Babysitter

What is PR? When do I have a story to tell? The media landscape Agenda

What is PR?

When do I have a story to tell?

The media landscape

A deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics What is PR? The marketing mix could include: Media relations Advertising Direct mail Newsletters Special events Newsletters Sponsorships Speaking opportunities

A deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics

The marketing mix could include:

Media relations

Advertising

Direct mail

Newsletters

Special events

Newsletters

Sponsorships

Speaking opportunities

Have you….. Written a media release? Contacted a journalist with a story idea? Generated media coverage for your company? You and PR

Have you…..

Written a media release?

Contacted a journalist with a story idea?

Generated media coverage for your company?

Launch a new product Increasing awareness and drive sales 3rd party endorsement adds ‘credibility’ Profile building for possible business sale or deal Attract staff Why do PR?

Launch a new product

Increasing awareness and drive sales

3rd party endorsement adds ‘credibility’

Profile building for possible business sale or deal

Attract staff

Delia Timms findababysitter.com.au Case Study: Delia Timms

Delia Timms

findababysitter.com.au

Novelty ‘ Male nannies breaking out’ - The Herald Sun ‘ The goochie goochie guy’ - The Courier Mail What Makes News? Trends and Issues Internet business National childcare shortage Childcare debate - Channel 9 Inside business profile Proximity Mum Finds a Nanny Niche - Port Phillip Mothers Matter Human Interest Delia!

Novelty

‘ Male nannies breaking out’ - The Herald Sun

‘ The goochie goochie guy’ - The Courier Mail

Trends and Issues

Internet business

National childcare shortage

Childcare debate - Channel 9

Inside business profile

Proximity

Mum Finds a Nanny Niche - Port Phillip Mothers Matter

Human Interest

Delia!

Delia Timms - findababysitter.com.au

Delia Timms - findababysitter.com.au

Delia Timms - findababysitter.com.au

Prominence Conflict Impact Timeliness Currency What Makes News?

Prominence

Conflict

Impact

Timeliness

Currency

Conduit of information for your key audiences “ Stand in” for viewers or readers Public filters Want a good story Breaking news Features and trends Trained to be skeptical and inquisitive Journalist Traits

Conduit of information for your key audiences

“ Stand in” for viewers or readers

Public filters

Want a good story

Breaking news

Features and trends

Trained to be skeptical and inquisitive

Characteristics Media Outlet ‘Personality’ Look for neighborhood relevance; often more junior; fewer staff; take wire reports Local Lower Credibility; highly sensational; typically inaccurate;consumer focused Tabloids Very emotive; can be more sensational; wide-read and spread; high credibility; consumer oriented General Interest Less opportunity for placements; very talented writers; trend oriented; mid-week deadlines Business Weeklies Well read in your community; set industry news standards; experienced journalists; more in-depth; highly specialised knowledge; easier deadlines Science/research Very hungry; set industry news standards; often staffed with more novice journalists; more in-depth; highly specialised knowledge; easier deadlines Trades Medium

Characteristics Media Outlet ‘Personality’ Variable news cycles; lots of space to fill; more irreverent; 24/7; less factual Internet Public markets; breaking news; “never ending” stories; short news cycles; limited features Wires Hard deadlines; “sectioned” out; hard news oriented Dailies All of the above and more stories; niche areas; softer news bias TV/Cable Top-line; hard deadlines; visual; emotional; competitive; fewer stories TV/Broadcast Medium

What is the average amount of time spent by a journalist reading a media release? 10 seconds 30 seconds 60 seconds 2 minutes Media Releases - A Poll

What is the average amount of time spent by a journalist reading a media release?

10 seconds

30 seconds

60 seconds

2 minutes

Journalists spend an average of 10 seconds reading each release More than 85% of releases end up in the bin within 11 seconds Some journalists get 40 media releases an hour Media Release

Journalists spend an average of 10 seconds reading each release

More than 85% of releases end up in the bin within 11 seconds

Some journalists get 40 media releases an hour

Write a good release! OR Pitch a story to a specific publication Develop a relationship with a journalist Offer case studies Reaching the media

Write a good release!

OR

Pitch a story to a specific publication

Develop a relationship with a journalist

Offer case studies

The Inverted Pyramid Most Newsworthy Information Who? What? When? Where? Why? How? Important Details Other General Info Background Info

Who, what, when, where and why? Inverted Pyramid The Cover Note Language The Headline The Follow Up The Media Release

Who, what, when, where and why?

Inverted Pyramid

The Cover Note

Language

The Headline

The Follow Up

Consider why your information makes news Understand the publication you are contacting and who their readers are Write a great media release, and Follow up! In summary……

Consider why your information makes news

Understand the publication you are contacting and who their readers are

Write a great media release, and

Follow up!

Question Time…

Know-How Now Community Invitation coming to join. Forums, discussion, profiles. How to use the community Know-How Now Series Continues Build your knowledge bank Next webinar 26 September The Planning for Marketing Success Webinar Register at 1300 720 120 or at www.abn.org.au Next Steps

Know-How Now Community

Invitation coming to join. Forums, discussion, profiles.

How to use the community

Know-How Now Series Continues

Build your knowledge bank

Next webinar 26 September

The Planning for Marketing Success Webinar

Register at 1300 720 120 or at www.abn.org.au

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Thanks to our sponsors - Webex

Learn more about Webex at www.webex.com

See you next time!