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.

What you can learn from COVID’s biggest advertisers

Earlier this month a report was released into the numbers relating to businesses and organisations that advertised during initial and lock-down stage of COVID-19.

It’s not surprising to read that Government campaigns topped ad spend growth, up 67% in April.

Given the need to inform the community through adverts such as this one, the Government definitely needed to be “seen” and visible across a variety of platforms.

What may surprise you is the number of automotive adverts.

Why?

At a time when we were asked to stay at home, only go out for essential services, why would this industry continue its advertising spend?

There are a number of reasons but one of the most important, is to remain top of mind with customers for the impending “recovery” stage.

The need to get to work safely, avoiding public transport and looking further ahead, the ability to travel within the state are just some of the reasons why the automotive industry was right to continue their advertising during COVID 19.

 

So, what can you learn from these advertisers?

  1. Staying front of mind is CRITICAL
  2. If you’re in a position of influence, educate and inform your community as soon as possible. Make this easy to understand and digest
  3. A well thought out campaign will return dividends in the long run. Advertising should be a part of the campaign, it should also include PR, social media and creative marketing solutions.

If you’d like to explore PR options for your business, contact us today for an obligation free chat.

 

 

 

 

Link to the report mentioned in the start of the blog post can be found 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.

 

Service highlight: Getting ahead of the curve – What to do in post Coronavirus world… NOW?

As I’ve been progressing through the isolation period, one very important question has been front of mind for me.

What’s next?

It’s a question that can’t be answered on many fronts, however, there are some aspects that CAN be answered.

In the “Getting ahead of the curve” consulting service, there are many aspects that are considered for businesses interested in participating.

We look at:

*Previous activities carried out across advertising, marketing, public relations and social media

*Planned activities prior to COVID-19

*The new goals for your business in a “post-COVID-19” world

*Refining the best channels for communicating your message to get the maximum return on investment for your business

*How to best execute using these channels in plan format (an outline)

PLUS MORE!

But the question remains, why should I do this now when so much remains unknown?

The simple answer is because it’s VITAL to keep planning and forecasting.

Even if these plans have to change, a plan, in any case, is better than no plan at all.

If you’re interested in this one-hour session click here, choose COVID-19 services and the option will be the first one in the list, proceed to fill in your details and you’re booked in!

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

“Words are free… It’s how you use them that may cost you”

Never have truer words been written.

This week’s Small Business September offer is for a Blog Ideas Session and quite possibly one of my favourite things to do.

Thinking about content for my clients is exciting, it gives me the opportunity to think creatively. “How can I position this message differently, to reach a unique audience?” I often ask myself.

Once I’ve decided with the client the different audiences to target, it’s then a matter of being creative with the message to ensure cut-through.

That’s what you’ll get this week.

Over 60 minutes – two phone calls sessions (one at the start and one at the end) we’ll talk you through the ideas from start to finish. During the first call, we’ll get you to tell us what you’d like to achieve from these blog posts. 

We’ll then get our creative hats on and come up with up to 12 suggestions for post ideas. 

Please note: if you’d like us to write these posts, this is a separate cost. 

As a result of blog posts we’ve written for clients, we’ve been able to secure exposure for a major fashion brand in business magazines (not the first place you would think to look!), we’ve been able to get coverage for an educational business in industry magazines to spread the message of their services.

So if you think a blog post is just to sit on a website, think again!

Click here to get started.

 

 

 

 

Photo by LUM3N on Unsplash

What will you gain from our PR courses?

So you’ve seen us promoting our courses on Instagram and Facebook.

You’re thinking, sure that’s something I might want to explore. (Then register your interest here!)

What will you gain from the courses?

Well, there’s the obvious response… Knowledge.

Pursuit Founder Brooke Simmons has experience across the business to consumer and business to business PR arenas.

She’s represented multinational airlines, multinational FMCG brands, and independent sole-traders. She knows the way to get your individual message heard.

Okay, that’s great, but what else?

Confidence. Confidence in PR is essential, in your brand, and in so many other areas that are covered in both courses.

You’ll also have the opportunity to network if you’re attending one of the public courses. The ability to meet people who are of a similar mindset to you, who want to achieve the same goals. It’s an opportunity to expand your business network.

If you’re ready to learn PR basics click here.