The document discusses challenges with modern media relations and provides tips for improving PR strategies. It notes that good ideas are central but must also be newsworthy. It recommends tailoring pitches to specific journalists or publications rather than spraying pitches widely. The document also advises being transparent about exclusives, providing additional materials like case studies or images with pitches, and learning to say no to unreasonable media requests in order to build strong, honest relationships with journalists.

1. The (lost) art of media relations
Presented by Phoebe Netto | 11th May 2023

2. This isn’t the presentation you were
expecting.

3. Media relations, where art thou?

4. Media relations is our biggest obstacle
Source: Medianet

5. Our ideas aren’t getting through
Source: Medianet

6. Why is this happening?

9. Good ideas are central to good media relations

10. Interesting ≠ newsworthy

11. A list of things that aren’t a story
(so let’s stop treating them like they are)

12. The Visiting Fireman
“Bigshot VIP CEO from the USA visits
little old Aus”

13. The Award Win
“We, along with 35 other agencies,
won an award last night.”

14. The data-driven groundbreaking
partnership
“We added 26 buzzwords to make this
relatively boring announcement more
interesting”

15. Don’t just take my word for it…

16. The vast gulf between the good operators who
are across their briefs and tailor their pitches to
the right journalist/publication, and the ‘fast food’
PR pitches who just shovel out as much as
possible has grown over the past few years.

17. 🍕
🍟
🍔
🥤
🥙
🌭

18. ‘A catalyst for the formation of the CLIENT
x years ago was the need for adequate
X services in X, and XX years on the
CLIENT continues to advocate for X, with
the critical issue the focus of this year's
annual X Week campaign.'

19. If you can’t make news, hijack the news

20. Relevancy is everything

21. It can't be overstated how annoying it is
when people send out pitches about
stories you do not, and have not,
ever covered.

22. “[The most annoying thing is] receiving
irrelevant pitches. Even though it only takes a
second to delete it, if you get that kind of
deeply irrelevant pitch it puts a black mark to
that person’s name and is a bad reflection of
them and the way their agency operates.”

23. Spray and pray is the fastest way
to stunt your relationship with a
journo

25. Manufacturing the snowball effect

26. Newsworthy media can snowball
Syndicated to 114
news sites and print
papers
Run on radio across
Australia 379 times

27. Don’t ‘convince’ a journo, help them

28. Never, ever, try to pull the
wool over a journalist’s eyes

29. I really wish PRs would be more transparent
about exclusives or interviews they may have
already promised for another publication…
Don’t freeze us out because you’ve got a story
promised for a sexier publication.

30. Dishonesty and transparency around offering
stories/angles to publications, without telling
them that ‘X publication is publishing it first
and you can have it after that.’

31. How can PRs be more helpful?

32. “Don’t send out a press release with quotes
from someone who’s not available for
comment. Send hi-res and low-res images.
Don’t follow up release immediately with a
phone call.”

33. “Send pitches accompanied by case studies.”

34. “Embed content/video assets in pitches."

35. Increase your PR toolkit

36. Go beyond the press release:
Newsjacking
Case studies
Guides for media
Infographics
Q&As
Background material
Bylined articles
Research
Expert commentary
Provocative or compelling statements

37. Avoid ‘yes’ syndrome

38. “Can I check the piece first?”
“’They don’t think that headline is flattering. Please change the wording to XYZ.”
“Can you include more product information or technical information?”
“Why haven’t you included this / the full quote?”
“I know you’ve already published the opinion piece, but we have some additional
edits.”
“I know we’ve already publicly announced that information on social media, but
we don’t want it included in this story.”
“I know they said that in the interview, but can you change their quotes?”
“They’ve decided they don’t like their headshot. Please change the photo.”

39. Learn to say no

40. You can have everything in life you want, if
you will just help other people get what
they want.
- Zig Ziglar

41. Thank you
Phoebe Netto
phoebe@purepublicrelations.com.au
0401 036 610
purepublicrelations.com.au