How to make headlines – when you don’t have one!

So you’re looking to get your business some media coverage… How do you do it when you don’t have any news of your own?

Here’s two quick fire ways to get the media looking your way.

  1. Comment on exisiting media topics

This comes with a caveat, don’t comment on an issue that isn’t related to your business, or you have no expertise in the area. If however, you have the appropriate qualifications to comment then make some dot points, and think about what exactly it is you’d like to contribute to the conversation.

Before you do anything, re-read your dot points, run these past your marketing team / Directors /Supervisors etc and ensure they’re on-message for your business /brand.

2. Repurpose exisiting content

Do you have research that could be shared via podcast? Look for industry related podcasts and email the presenters /producers.

Have you hosted a webinar? Perhaps the content for that could be turned into an e-book.  Then create a media release about this e-book. Too easy!

If you’d like ideas for your business to secure the media exposure it deserves, contact us today.

Goals for 2017

“Perfection is not attainable, but if we chase perfection we can catch excellence.”

—Vince Lombardi

Earlier this month I sat down and did some planning for my business. I looked at potential opportunities for my own business, opportunities for our current clients and planned a strategy to acquire new business, to help others achieve their goals this year.

With this in mind, I’d like to hear what areas of marketing, PR and social media your needs improving for your business.

I’d like YOU to contact Pursuit and then I’ll get back to you with two tips to get  YOU started. That’s right I’ll help you FREE!

I’ll repeat that… That’s right I’ll help you FREE!

I’ll then be choosing one business from those who contact Pursuit to receive a one-on-one session with me to flesh out ideas and get you closer to achieving your business goals in 2017.

Do it NOW!

Fill in the contact form below and you’re one step closer to success.

Issues Management 101

Issues management, it’s enough to make any manager feel ill. Below, we’ve shared some of our top tips for managing an issue when it arises.

Rule 1 – Always have a plan. Get your team together and block out an entire day (yes, you’ll need this long) to consider all possible scenarios that could go wrong at your business. Then come up with a plan for these scenarios. You’ll find that at its core, you’ll have the same basic methodology, it’s simply the messaging or communication that will change. (We can help with that!)

Rule 2- Ensure everyone – yes EVERYONE knows what these plans are, when a new employee starts, induct them with some training which includes issues management. Sure they may never be directly involved, but, preparation is the key.

Rule 3- Update, Update, Update – Every 6-12 months, refresh these plans. Staff may move on, systems may change. Keep it current.

Rule 4 – If it’s related to social media employ the KISS technique. There’s no need to go over the top on social media, be authentic, short and to the point. (for more on social media no-no’s read this)

Rule 5 – Remember we can assist with your issues management planning and management. Contact us today.

From a PR’s perspective

There was a great post earlier this week on Ragan’s PR Daily Website which I’d like to share with you.

While written somewhat tongue in cheek (IMHO) the list of “20 things PR clients should know” rings very true to me as a PR professional.

Suggestions such as “Social media is more than Facebook and Twitter” and “No, we’re not writing any more “…pleased to announce…” ledes. ”

“Ditto for “We’re so excited/thrilled/happy” CEO quotes. Pretend you’re explaining the story to a friend over drinks, and then give us that quote.”

Sure it sounds simple enough but that’s the point, it’s often the simple things that get overlooked.

My favourite point is the last one…(go and have a read)… It’s my favourite because I’m certain there are elements of each client we all adore and sometimes we neglect to tell you (as our client) this!

If you are considering engaging a PR company it’s worth having a read.

If you’re a PR professional – share your thoughts about what clients should know.

From a client side, now is your chance to voice your opinion, what do you wish your PR company knew?

The list can be found here.

Happy reading!

Why Milkshakes and PR are the same thing…

On Monday – International Chocolate Milkshake Day in case you missed it – we asked around “What’s your favourite flavour milkshake?”

Chocolate? Caramel? Vanilla? Maybe the not so popular lime?

Most people seemed to choose either chocolate or vanilla.

Whatever your choice is, you can be sure that not everyone likes the same, which brings meaning to the saying “variety is the spice of life”.

When a PR agency is employed to contact media outlets on behalf of their clients, not every media outlet wants a “chocolate shake”.  Some want the milkshake with whipped cream, others without.  Simply put, with extra detail or without.

This is when a PR agency proves its true value.

As PR professionals, we work long and hard to develop relationships with these media outlets to understand what angle they want, how they want their information and how frequently.

So the next time you’re thinking about a milkshake think about what makes that milkshake so delicious.  PR can do the same for your business and make the media want to promote and generate buzz about what flavours you have on offer!

PR tip – The importance of knowing where to start

Public relations can be complicated at the best of times. Kknowing where to start with a PR campaign can be daunting to those unfamiliar with what’s required. PR can also be mistaken for advertising (and vice-versa) to those who don’t quite understand the difference.

In this post we’ll look at the difference between advertising and PR and why, before you commence any marketing activity it is essential to know which method (or indeed a combination) will suit your business.

The main difference between advertising and PR is that, in simple terms advertising is a “paid for statement” where PR works to generate buzz (or “free publicity” if you will) through a variety of outlets.

Some would argue an advertisment (depending on the amount of money you have to spend and length of advertising time) has a longer shelf-life than that of a single press-release.

The differences are many – but used together advertising and PR has the potential to generate a significant buzz for your business.

Which is why as a business owner or someone in charge of marketing  you need to do your research first and investigate what your company needs.

Is it a story that needs to be told?

Do you need to promote a new shop-front opening?

Is it a sale that’s happening in a month?

Has your business reached a significant milestone?

For the above it can be argued that a PR campaign would suit examples one and three and advertising for two and four. In all four examples certainly a combination of PR and advertising could be even more effective.

Why?

An advertisement for a sale would certainly be better than trying to “pitch” a story to a journalist about sale, unless of course it’s about Marilyn Monroe’s dress!

Compared to a story about the business – that might involve an accomplishment, award nomination or donation to local community -which all “suits” PR angles.

It’s all about understanding what you want to say about your business and the best way to say it.

Within any comprehensive marketing campaign there should be allowances for both advertising AND PR. Most agencies will appreciate that not all budgets extend that far and should be able to provide some guidance or suggestions to get you started.

Pursuit Communications can help clarify your marketing business needs and point you in the right direction, so you know where to start!

To contact us use these details.

Alan Jones V The PM – case study in issues management

There’s been some discussion this morning regarding the interview that took place on Sydney’s 2GB – 873 on the AM dial,  between its leading broadcaster Alan Jones and Australian Prime Minister, Julia Gillard.

The interview commenced with Alan “ripping shreds” off the PM for running late.(Who hasn’t been there?) Surely the production team would have been alerted to the fact that Julia wasn’t going to meet the agreed time, or if not had enough sass to realise when her team hadn’t called to let them know she was running late they’d have to make alternate plans?

Was this just another opportunity for the broadcaster to “stick-it” to Julia? Yes.

The PM apologised after further digs from the broadcaster for her tardiness.

The “interview” (I put it in inverted commas due to the fact that it comes across as more of a slanging match as opposed to a structured interview)  continued with Jones probing and pushing Gillard. Too much? I guess that depends on your political viewpoint.

An emotive snippet from a worked-up (male) listener over the taxes the Australian Government continues to impose upon its people was played to the PM.

As a politician Ms. Gillard must be prepared for these types of interviews, especially  given her latest comments regarding the carbon trading emission scheme.

Previously we’ve blogged about the importance of issues management – this interview between Gillard and Jones reinforces the importance of being prepared, anticipate what might be asked of you and be proactive in your responses and actions.

The audio of this interview is available  here.

What are your thoughts regarding this morning’s interview with  PM Gillard and Alan Jones?

Do you have any issues management tips?

Worthwhile reading for when you’re writing your next press release

I stumbled across this post by Joe Ciarallo on PRNewser this morning.

The most overused press release buzzwords (updated)

At best this blog highlights one of the challenges faced by PR practitioners on a daily basis.

That of being able to craft a document which not only stands out but captures the attention of the journalist and the essence of what is being “sold”.

Here’s my three top tips:

  • I read the most recent press release I’ve sent on behalf of a client before beginning a new one – this way I know what words to include / exclude, style, tone etc
  • I always have a minimum of two others read over any document that is to be sent (with the exception of some emails)
  • I always have a thesaurus handy – both online and on my desk

I’d be interested in your practices as to how to overcome the challenges associated with crafting a press release.