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Guest post by: John Durning Become an Author

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The dripping tap

Too often, companies or organisations wait for ‘the big event’ before enlisting the services of a public relations company to help raise their media profile.

They think along the lines of ‘one night stand.’ They see the obvious – be it expansion, agm, annual result. But they neglect the small stuff along the way, which while not earth shattering, would still attract media interest.

We adhere to the ‘dripping tap’ theory. You can’t always grab the headlines, nor would you want to. Far better to have a steady presence – it might only make the briefs column but at least you’re there!

One of our clients, for instance, doesn’t require a full-on strategic PR campaign. They (an upmarket clothing store) just want to make sure they’re represented in the media from time to time.

It’s easy for Christchurch stores – and arguably designers – to be overlooked by national fashion media which is generally Auckland dominated. Our task is to bring the store, which does have national pulling power, to the attention of these media outlets. Consequently, the store’s name and a product photo have appeared in Fashion Quarterly, the Press, and twice in the Sunday Star Times. Would this exposure have occurred without PR involvement? Probably not.

In another instance, we began working for a relatively small client earlier this year which struggled to get into the media – and rarely with the business slant they sought. Publicity to date has included: two articles in the Press business pages, another in the Star, two items on CTV; an interview on National Radio’s Morning Report; and a piece on TV3. Not bad!

This media exposure, however, takes planning and experience. During regular meetings with clients, we are continually looking for potential media opportunities. It is always difficult, when you’re involved in a business, to objectively identify possible media stories. Our advice – leave it to the experts.

- John Durning, Durning Public Relations, PR & Media Adviser, Christchurch, New Zealand; ph 64-3- 365 2579; email john@durning.co.nz

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