The main difference between advertising and Public Relations is that media coverage though PR is not paid for by the organisation issuing the media release. With this in mind, you must realise that the media will only pick up and publish a story because they consider it newsworthy. A journalist will not just run a sales-focused story about how great your product, service or organisation is, just because you say it in a media release. You must ensure your story concepts are of genuine interest and value to the readers or the publications you are targeting.
BRAINSTORMING TO IDENTIFY THE NEWSWORTHY ASPECTS OF YOUR BUSINESS The following are the primary business activities that are of interest to the media.
• Locations and launches. A new branch of your organisation may have just opened, and you want to make people aware of the new location and offerings. You may be launching a new product/service or event.
• Involvement of prominent people. If you have hired an individual well-known to the local or business community, or are involved in a joint event or spokesperson arrangement with a high profile person it will often be of interest to the media.
• Human or business interest. Sometimes newsworthy information is a little less obvious. Perhaps your product/service or changes taking place in your business are unique, unusual or new to the industry. For instance, how and why the business has been set up or changed may become a story in itself. The key people responsible for your businesses success may also have an interesting background story, or your business may have achieved great things in trying or difficult circumstances. Sometimes these stories are called "case studies" or “profiles” and typically are given favourable consideration by media because of their considerable human interest appeal.
• Organisational announcements. Notable changes in staff, spokespersons or volunteers are another way of getting media exposure. The more important the position, the more newsworthy organisational announcements become.
• Partnerships, Deals, Acquisitions and Mergers. Business dealings that are international, involve a high profile organisation, or create far-reaching effects across the industry create a major news story.
• Industry recognition. When your organisation wins an award or is recognised by peers, let the world know!
• Community Involvement. If your organisation is making a considerable difference to a community group or individual through donation or other support, let the media know. Community support stories involving interesting tangible items (as opposed to cash donations) are often popular because they create good visual opportunities for photographs. For example, if you are a home builder, why not donate a mini replica of one of your houses to the local hospital, rather than a cash contribution. Unless the cash donation is sizable, a photo opportunity provides a better chance to lure the media.
BRAINSTORMING TO CREATE OPPORTUNITIES FOR PUBLICITY While some news story happen as a result of events that naturally occur in your business, others must be created. Good public relations goes beyond reporting on the routine occurrences and changes in your business. Creativity is the key!
• Creating and Event. Clever promotions (and they need only be small) can draw media coverage because they are unusual, involve prominent people or are just plain interesting or fun. For example, you could hold a community fun day in conjunction with an announcement, allow young local artists to tastefully graffiti the side of your office building in a corporate design or create a quirky stunt in a public place.
• Commenting on Industry developments or trends. It is essential to keep abreast of the news being printed or broadcast about your competition and your industry as a whole. A comprehensive public and media relations program must involve staying informed of industry trends, and looking for opportunities to offer comment. Events that offer this kind of opportunities include: public reprisals that involve your industry, and new laws, standards or requirements that affect your business and/or customers. You only want to comment if you know that your customers and stakeholder will agree with what you are saying, otherwise there is no benefit.
• Research - Numerical data and trends. The media and society is fascinated with numbers. The more impressive or interesting the figures (relative to competitors and the rest of the industry), the more likely media outlets are to use those numbers in their reporting.
• Sponsorship and community support. Responding to community and world events in unique and generous ways can draw positive attention to your organisation.
• Localising a national or international issue.
• Free advice. If there’s a hot story in the news and you can provide tips or free advice that will help readers/listeners/viewers, offer yourself as an expert source.
• Creating photo opportunities. This applies to general news section in newspapers. As the name suggests, picture stories are those articles in the newspaper that revolve mainly around the image. The text is often limited (sometimes it can be only one line beneath the picture) and the picture is usually large and in colour. Picture stories are suitable for events and announcements that are weaker in their news value or are light-hearted in nature. For example, if your company has decided to donate new uniforms to the local football team, increase your chances of coverage by putting your Managing Director in a football jersey an organising a scrum with some of the players on the home ground field. Or, if your restaurant is donating pancakes to the local homeless shelter, why not make them giant pancakes and mix the batter in giant pots. The media love great visuals so think about what you can do to create them.
So what do print media look for in a picture? Here’s just a few of their favourites:
o Children o Animals o Colour, glamour or fun o Unusual visual opportunities o Young, attractive people o Celebrities o High profile people in silly situations (that is, planned and tasteful situations, not random and unsolicited paparazzi-style shots!).
33 WAYS TO CREATE NEW FOR YOUR ORGANISATION Tie in with the news events of the day Work with another organisation on a joint publicity effort Help out a charity, community group or individual in need Conduct a survey or research Write a report Create a photo opportunity Create an award Write a letter to the editor Arrange to do a speech Form and announce name for committees Celebrate an anniversary Tie in with a holiday Honour and institution or historical event Stage a debate Issue a protest Issue a commendation Relate an issue to a specific group or location within a community Give specialist advice/tips relevant to current news or appealing to the general public Hold a contest or competition Make and analysis or prediction Take part in a controversy Tie in with a media outlet on a mutual project Get celebrity involvement in an event or a community project Sponsor something Organise a conference, discussion or tour Announce awards and other successes Launch new products or services Create an opportunity for the public to become involved in your business Do a product or service giveaway Report good financial status/results Gather sponsors or volunteers for a fundraising drive Point out how new regulations will affect your business Profile a customer profile
To learn more about this author, visit Sarah O'Brien's Website.
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Sarah O'Brien
(Visit Sarah's Website)
Sarah O'Brien is an ex-journalist and
Senior Partner at Square One PR &
Communications.
Square One PR provides communication
solutions to businesses that want to stand
out in their industry.
Communication is an important part of
every business. When it's managed in a
strategic, proactive, and result-focused
manner the effect on the image, growth and
success of a business is astounding.
Square One also focuses on helping small
businesses and entrepreneurs make the most
of their PR on a tight budget, and has
recently launched Australia's first DIY
PR Pack, which includes a consult with a
Senior PR Account Manager.
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