The meaning of earned media exposure

COVID has certainly played havoc with the media landscape.

Magazine titles have been shut down, local radio and TV programs are now networked from other locations and newspapers have been shut down or moved their content online (often with a paywall).

It’s devastating on so many levels, the job losses, the loss of quality content and from a PR perspective the breadth of opportunities we could once offer our clients.

Which is why NOW more than ever, the relationships many PRs have formed with media contacts is really worth its weight in gold.

Public relations has often been positioned as the best way to secure “free exposure”, but as we all know, nothing in this life is FREE.

It’s earned. So what is earned media – from a PR perspective?

It’s networking with those media contacts, time spent with these professionals, finding out what content they want, what’s going to resonate with their readers /viewers /listeners. It’s constantly monitoring a multitude of media outlets to stay on top of trends for clients – potential and existing.

Earned media is staying in touch with those media contacts when we don’t have something relevant to say, but strengthening the relationship.

It’s equally important to stay in touch with those who have been made redundant to check on their wellbeing and to see what exciting possibilities they are pursuing and explore collaborative opportunities.

Earned media doesn’t happen overnight. It’s based on relationships and skillsets, both of which take time to develop.

However, we (the PR industry) have now been offered a brilliant chance to (yes, I’m going to use *that* word…) PIVOT from the perception of “free exposure”.

It’s an opportunity to almost “peacock” and show our multitude of colours and talents and really wow our customers.

It is the PR industry’s chance to put the value back into “earned media”.

Anatomy of a media release

I was recently asked on Twitter how easy it was to write a media release.

It’s never 100% easy, no matter how many times you’ve written a media release.

Sure, it becomes EASIER, but it’s never “EASY”.

In today’s post I thought I’d give you a bit of an insight into some of the steps involved when writing a media release.

Now, assuming we’re working with a client for the first time, I like to do research beforehand on their topic area, and make sure my contacts in their “space” (i.e. education writers for an educational product) are up-to-date and aware of the work we’re doing!

So once initial research and contact has been made with media, it’s on to step one. The angle of the release, during a consult with the client I work on a strategy and what (collectively) we’d like to achieve from this release.

With this in mind, it’s back to the research desk, and it’s time to start writing with the help of any exisiting material from the client.

I then create a “skeleton release, send this to the client for their input.

Pending deadlines, this can sit with a client anywhere between 24-48 hours, but generally I don’t like to leave it any longer than this.

Once I have the first lot of feedback and inputs from the client, I then give the release some shape, make sure the language is easy to understand and remove any “industry talk” that has the potential to be lost in translation.

Then it’s back to the client for the final lot of inputs, again this may sit with them for another 24 hours this time, absolute maximum.

Once I give this version a final lick and polish and send it to the client for their sign off it’s onto media engagement time.

That, in summary, is the process of writing a media release.

If you’d like Pursuit Communications to assist with writing a media release for your business, contact me to arrange a time to meet over Zoom or FaceTime.

COVID media coverage shrinks so what’s the story now?

As reported in AdNews*, COVID-19 news coverage has been declining for the first time in nearly 3 months due to US protests, the return of NRL and impending start of AFL, so what will the story be in a week or so’s time?

The answer?

It could be YOUR business... Why shouldn’t it?

If you’ve pivoted, if you’ve changed direction completely, found a niche in your community or reached a milestone, this is the time to let the media know.

We’re entering yet another phase of the recovery process and as such, positive stories are in hot demand.

Especially those stories that can illustrate a direct connection between Government initiatives.

Why?

Because it boosts morale and it creates a sense of positivity within the community something that we all need right now.

So where do you start?

Just start thinking about the positives for your business, jot them down.

Have you been able to stay open? Have you hired extra staff? Are you starting that small business you always dreamed of starting? Have you created a product or service that’s really meeting the needs of your community?

Now you have your positive points down, I want you to think about what it took for you to get there.

Was it years of business experience? Perhaps it happened overnight?

With these two starting points I can assist your business secure the media exposure it deserves.

Now, finally, I want you click here and email us. Pop those points in the email and I will be in touch with the best media outlets to contact with your story.

 

-Brooke Simmons, Founder Pursuit Communications

 

 

 

 

 

 

*Story here

What the media needs from you now!

The last few weeks I’ve been reaching out to a variety of media contacts across a variety of platforms.

Aside from checking-in with these very valuable associates, I’ve been asking what stories they’re currently working on and will be looking to create in the immediate future.

So, why am I sharing this with you?

Because NOW, more than ever is the time to have your story shared with the media.

Media exposure for your business builds credibility, brand awareness and can assist with sales.

So, to find out what the media are looking for now, I’ve created a free downloadable document.

To download your copy click here. 

Have a read, then get in touch and let us know how we can help your business communicate its message to our media contacts, who are waiting to help your business secure the coverage it deserves.

 

Instagram Shopping – A new feature

We know you’ve been able to “shop” via Instagram for a while now, but the ability to set up a shop via Instagram is now available (for those that sell physical goods at least!)

There are several boxes you need to tick before you can set up shop, so to speak, including having a linked Facebook page and ensuring your Instagram account is a business account and not a personal account. To read the other requirements click here. 

So, what does this mean for the marketplace?

Well, Facebook /Instagram Shops will also allow small businesses to sell products through Instagram Direct, WhatsApp, and Messenger, and tag products during live broadcasts! Talk about engaging directly with your customers!

Shops are free and easy to create and, most importantly, they’re integrated across Facebook’s many apps, meaning once you’ve set up your shop, it’s going to be available on your Facebook Page and your Instagram profile (and accessible from stories and ads).

It’s the perfect tool for businesses to pivot online, and during a time when that’s needed more than ever, Facebook /Instagram have delivered a solution that helps.

The good news? It’s available in Australia right now, to see where else the service is available, click here.

If you’d like assistance setting up your shop, content for your social media or any other PR or social media service, please get in touch.

 

 

Now more than ever we need to communicate

I’ve blogged in the past about the importance of saying “thank you” and whenever I meet a potential client (or an exisiting one) we discuss the importance of a variety of communications channels to get their message across to the public.

In this time of COVID-19, NOW more than ever we need to communicate. Staying silent isn’t an option.

That’s not to say that you should be “taking up airspace” online for the sake of it. What you’re saying needs to be planned, it needs to be considerate of your customers and their needs /wants and ultimately it needs to be informative.

Now’s the time to consider an auto-reply in your inbox, stating if you’re operating to regular hours or have adjusted your schedule due to the conditions. You’ll also want to share updates on your social media pages, including the best way customers can reach you.

You should communicate to your customers, suppliers and business contacts any changes to your operating hours and letting them know of any new services /products you have. Communication is key, you never know who you know who might need something your have in stock or that you provide as a service.

Finally, now’s the time to consider updating your header images for your social media pages. Something that summarises your hours (perhaps text overlayed on an image of your product or a relevant image relating to your services).

If Pursuit Communications can be of assistance to help you communicate your new offerings to the media (and generate hype and awareness through media exposure) then get in touch TODAY.

Three things you can do before Christmas

It’s little over a month until Christmas Day… You may be thinking, “What else can I do to capitalise on the Christmas rush?”, or you may be thinking – “Eeep, I’ve left it too late, what can I do?”

Never fear… we have three easy to achieve activities for you to get some cut-though before the big day!

ONE: Thank your customers for their patronage this year. If you’re an online store, send a discount code to your email database as a token of gratitude.

Keep your message festive, short, sharp and ensure you include any terms and conditions with your discount code. Now is NOT the time you want to get caught up in any legal matters.

TWO: If you have a bricks and mortar store, have candy canes at reception or at the service counter for your customers. You may also want to reward your customers who visit in December with complimentary services or bonus items.

THREE: Keep in mind people’s budgets. If you’re noticing a lack in sales, don’t panic. Remember there’s always the January sales period, start thinking about what discounts you can offer (now’s a good time to get a head start on stocktake).

If sales are exceeding expectations, why not tell your local press? Get the word out there about what you’ve achieved.

BONUS: Why not offer a percentage of profits to farmers in need or a local charity? You’ll be able to promote your donation once you’ve finalised the total. Think about a cause that’s close to your heart and get started now.

Thinking outside the box for success

If you’ve found this post via our Instagram, you’ll know that Pursuit Communications has been working with Generator Property Management for a number of years now.

Generator Property Management is the caretaker of the former Munmorah Power Station site on the NSW Central Coast.

Pursuit’s tasks include traditional PR services, issues management advice and services and general media /consultative advice.

The project has been an eye-opening experience and one that the Pursuit team has loved working on.

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Through this project, we’ve been able to work with a team that are industry leaders and share our own expertise to achieve some pretty unreal results.

As an example; one of the last demolition activities saw the news story go NATIONAL. The video footage was provided to television stations in Sydney. The story was aired on all commercial television networks news bulletins the evening of the event. Exceeding our client’s goals.

Pursuit actively monitors the media across a variety of topics for our client so they’re more than aware of what’s happening in the media landscape within their industry.

If you’d like to have a chat about your business and how Pursuit can assist, shoot us an email.

We work within your budgets, tell you what’s achievable and create a plan to not only achieve your goals, but we work hard to exceed them!

Send us a message now. 

 

 

 

 

 

 

Image: Photo by Ian Schneider on Unsplash

Our courses have arrived…

Back in February I said two courses were on the way… well… they were.

Now I’m excited to share, that they’re here. There’s no point mucking around. I’ve created the course content and I’m ready to share what I know with YOU to make your business PR goals a reality.

I won’t rehash the summaries of the beginners course or the intermediate course click here for details, including minimum numbers required to proceed, and to register your interest.

What I will say is that these courses are designed for *anyone* you may have some preliminary PR knowledge and want to brush up on some of the basics. If you’re interested in taking that next step with your PR goals then the intermediate course will be a perfect fit for you.

If you’re a sole-trader, an employee of a medium sized business, or a large corporate – no matter where you are on your career path, you’re welcome to attend!

Plus at the end of both classes you’ll have the opportunity to network with the other attendees and hopefully build some long-lasting connections.

I’m really looking forward to connecting with you and sharing my knowledge to help you achieve your PR goals.

Two PR Courses coming SOON!

If you’ve been following us over on Instagram, then you may have heard that I’m launching not one but TWO – yes TWO PR courses in 2019.

Why?

Because I have a tonne of knowledge and want to share it. Simple as that. If I can help you with your PR activities, then fan-bloody-tastic.

So, what will the courses look like? Well, I’m glad you asked!

There will be a course for beginners, this is for those of you no PR experience whatsoever. Don’t know the definition of PR? Awesome! Don’t know the difference between PR, advertising and marketing? Sit right down.

The beginner’s course will cover the basics of PR and give you that very gentle nudge to start you on your PR adventure.

The second course is set at an intermediate level. So you may have dabbled in PR either with an agency, or by yourself, but the results have been… how can we put this gently… Lackluster? Shambolic? A right mess? Then pull up a chair, because we’ll cover some of the common areas where mistakes can (and often are made). We’ll also dissect a media release in the course to get you ready and raring.

I’m currently putting the finishing touches on both courses.

The beauty of both courses is that they’ll be available face-to-face in solo sessions and groups AND online for individuals and groups!

So, if you’re interested in either course I’m encouraging you to sign up to the relevant mailing list.

Why? Well if you do so now, you’ll receive an early-bird discount and all the details before ANYONE ELSE.

So if you’re interested in the beginner’s course SIGN UP HERE

If you’re interested in the intermediate course SIGN UP HERE

Looking forward to sharing details with you soon!