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
To learn more about this author, visit John Durning's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 The dripping tap feed your stories gradually
|
| |
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.’ The...
|
|
Evaluate Traders by Their Stories
|
| |
 Emanuel Derman relates a Fischer Black observation on trading from 1994 that is worth pondering.
|
|
How To Create an RSS Feed
|
| |
In 2005, many types of businesses discovered that by doing an RSS feed, more people became aware of their news and blogs. Here is the information that ASPectx provided to clients to get them started.
|
|
Feeds, RSS and Podcasts... oh my!
|
| |
What RSS feeds and podcasts are and how they affect our business online.
|
|
Full RSS or Summary Feed
|
| |
I'm not the first one to chime in on this topic, mostly because I've gone both ways and I can make pretty valid arguments from either side. But I've finally settled it in my mind which is "best".
Full RSS feeds a...
|
|
|
John Durning
(Visit John's Website)
DURNING PR
PUBLIC RELATIONS AND MEDIA ADVISERS
Durning PR was established in 1985 by John
Durning, a Fellow of the Public Relations
Institute of New Zealand.
John Durning, FPRINZ, APR, managing
director.
Double PR industry award winner. Two
decades plus in communications, having
been a newspaper journalist for 10 years,
including five years with The Press before
establishing Durning Public Relations in
1985. A member by examination of the
Public Relations Institute of New Zealand.
Specialty areas: commercial, sport,
industrial, finance sector, tourism,
property.
|
|
|
John Durning's
Complete
List Of
Public-Relations
Articles
|
|
If you enjoyed this article, get John Durning's Complete List of Public-Relations Articles For FREE!
|
|
|
|
