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Actual for You - Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM?
When Advertising, it’s not always better to be the lone wolf.Before using a certain medium to advertise, consider those that went before you. If you are thinking of advertising in a newspaper for example, consider how many of your competitors are in the same paper. If you don’t see any competitors at all, there may be a good reason for it.Don’t think for one moment that your the first guy to think of using this particular medium to advertise. It is remotely possible you are but chances are slim you’d be the first person to pioneer this advertising path.I think of this psychology much like the feeling one gets when passing a slot machine. Hmmm... no one
4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone informed and stops rumours. This rule applies to everything from engagements to corporate takeovers and new product announcements.
5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as you would like to be treated, with courtesy and respect.
6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restricting access and tying up exclusives with Channel 7 and a leading Women's magazine. Use an agent to handle this if you are ever in this situation.
7. Target Your Media In
A mutual fund could set a benchmark as a target for the performance. For such a fund, one that is 100% focused on the stock-market, the benchmark could be a stock-market index, like the Dow Jones. For individual portfolios that carry more than stocks only but include currencies and bonds, it is more difficult to define an appropriate benchmark.And that is exactly the problem with benchmarking as a performance management instrument in organisations. How are you to measure a performance if every company is unique and wants to deviate from the standard?And that is exactly the problem with organisations. How are you to measure a performance if every company is unique? Benchmarking is done t
They are everywhere ... in leading glossy gossip magazines, on TV and Cartwright has even posed semi-naked for a men's magazine.
They are being hailed as Australia's answer to pop star "Posh Spice" Adams and English soccer hero David Beckham who have taken the world by storm as truly global personal brands.
Experts believe Hewitt's value has quadrupled as the media's interest in their private lives becomes a national obsession.
But why did they wait until 3:12 am in the morning to announce their engagement, hours after more than 4 million Australians had watched Hewitt lose the Australian Open Tennis Final?
Well, managing your message in the media is all about impact, reach and timing.
So what does this mean for the timing of your own media release?
Well, here are seven lessons from the Hewitt/Cartwright release that was emailed to the media at 3.12am only hours after the Australian Open finished.
1. Maximise Momentum Brand building, strategic communications and the management of messages is all about consistently being in front of your target audience. To make a significant impact you need to keep the momentum going and maximise the moment and the public's interest in an issue. With such a build up to Hewitt's appearance in the Australian Open finals, the media attention was intense as he pursued his dream of becoming the first Australian to win the men's title since 1976.
"I always said I'd do anything to play in the first night final in Australian Open men's history and I've got my chance," Hewitt said after making the final in typical gritty style. Cartwright was courtside with him for the whole tournament and the focus of considerable media attention herself.
How can you write and pitch a media release that uses the momentum of a current issue?
2. Leverage Off An Event Event marketing is a huge growth area for effective public relations. There is no bigger event in Australia during January than the Australian Open. Effective media relations is about strategically managing the release of information to coincide with events like this.
Events, including seasonal ones such as Valentines Day, come up every year and the media is always hungry for stories with a fresh angle. Who can forget the media-hype surrounding the break-up of Ken and Barbie?
"The 43-year relationship ended last February, just two days before Valentine's Day. Do you think those folks from Mattel picked that date by accident? The story made international news and it didn't hurt that it was timed for the love affair the media will always have with Valentine's Day," reports Jeff Crilley a US-based TV presenter and author of Free Publicity.
What media release can you pitch to time with a major event?
3. The Impact of Immediacy This is a major driver of news values. What is news one day will be dead the next. The more immediate and timely the story, the greater the impact and the higher the news value.
Those that micromanaged the Hewitt/Cartwright release worked hard to meet a deadline. Here's how it worked according to a report in The Australian newspaper by Amanda Meade on Thursday February 3rd:
i) Around 12 midnight the night after the Australian Open Men's Tennis Final Hewitt proposes to Cartwright with a $200,000 diamond ring from Tiffany's.
ii) The media statement was drafted by Cartwright's publicist in Sydney after 1am and faxed to Melbourne's Park Hyatt Hotel, where it was approved by Cartwright, Hewitt, and their managers Stephen Harmon and Justin Cohen.
iii) The release was issued by email around 3am to all media confirming the engagement.
The important point was a process was followed to meet a deadline.
So what is the best time to issue a media release? Well, it all depends on the timeliness and news value of the story.
AAP conducted a survey of all News Rooms in Australia last year and found the best time to send a media release is between 6 and 9 am and 3 and 6 pm.
When sending your media release be aware of time differences.
4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone informed and stops rumours. This rule applies to everything from engagements to corporate takeovers and new product announcements.
5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as you would like to be treated, with courtesy and respect.
6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restricting access and tying up exclusives with Channel 7 and a leading Women's magazine. Use an agent to handle this if you are ever in this situation.
7. Target Your Media In
The Right Time The signs are ominous. And they are everywhere.With every passing day, more and more consumers are switching to the online route for transacting businesses. With every passing moment, businesses are reporting a jump of few points in the transactions that people are doing online. Quite a number of offline purchases nowadays are a result of customer reading up on information about the products on the web, or a result of research that they have conducted through search engines, forums, blogs, yahoo groups, and the like.Couch potatoes are displacing their tastes of the newspaper, the radio, and the soap opera with online surfing and chatting. This displacement has
1. Maximise Momentum Brand building, strategic communications and the management of messages is all about consistently being in front of your target audience. To make a significant impact you need to keep the momentum going and maximise the moment and the public's interest in an issue. With such a build up to Hewitt's appearance in the Australian Open finals, the media attention was intense as he pursued his dream of becoming the first Australian to win the men's title since 1976.
"I always said I'd do anything to play in the first night final in Australian Open men's history and I've got my chance," Hewitt said after making the final in typical gritty style. Cartwright was courtside with him for the whole tournament and the focus of considerable media attention herself.
How can you write and pitch a media release that uses the momentum of a current issue?
2. Leverage Off An Event Event marketing is a huge growth area for effective public relations. There is no bigger event in Australia during January than the Australian Open. Effective media relations is about strategically managing the release of information to coincide with events like this.
Events, including seasonal ones such as Valentines Day, come up every year and the media is always hungry for stories with a fresh angle. Who can forget the media-hype surrounding the break-up of Ken and Barbie?
"The 43-year relationship ended last February, just two days before Valentine's Day. Do you think those folks from Mattel picked that date by accident? The story made international news and it didn't hurt that it was timed for the love affair the media will always have with Valentine's Day," reports Jeff Crilley a US-based TV presenter and author of Free Publicity.
What media release can you pitch to time with a major event?
3. The Impact of Immediacy This is a major driver of news values. What is news one day will be dead the next. The more immediate and timely the story, the greater the impact and the higher the news value.
Those that micromanaged the Hewitt/Cartwright release worked hard to meet a deadline. Here's how it worked according to a report in The Australian newspaper by Amanda Meade on Thursday February 3rd:
i) Around 12 midnight the night after the Australian Open Men's Tennis Final Hewitt proposes to Cartwright with a $200,000 diamond ring from Tiffany's.
ii) The media statement was drafted by Cartwright's publicist in Sydney after 1am and faxed to Melbourne's Park Hyatt Hotel, where it was approved by Cartwright, Hewitt, and their managers Stephen Harmon and Justin Cohen.
iii) The release was issued by email around 3am to all media confirming the engagement.
The important point was a process was followed to meet a deadline.
So what is the best time to issue a media release? Well, it all depends on the timeliness and news value of the story.
AAP conducted a survey of all News Rooms in Australia last year and found the best time to send a media release is between 6 and 9 am and 3 and 6 pm.
When sending your media release be aware of time differences.
4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone informed and stops rumours. This rule applies to everything from engagements to corporate takeovers and new product announcements.
5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as you would like to be treated, with courtesy and respect.
6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restricting access and tying up exclusives with Channel 7 and a leading Women's magazine. Use an agent to handle this if you are ever in this situation.
7. Target Your Media In
I gave a talk on Features versus Benefits to a business group. When asked if anyone knew what they were, only one hand went up. Which is normal because business professionals rarely receive this training. But ask a marketing consultant or a copywriter what they were—they'd know.Or would they?I wouldn't bet on it. But don't allow that to keep you from recognizing the difference between Features and Benefits. Then you'd know exactly if you were hiring a genuine marketing expert—or a hack.Here's the difference in a nutshell...Anytime you talk about you, your company, your products, or your services: those are features. Anytime you mention what your prospect gets from you, you
Events, including seasonal ones such as Valentines Day, come up every year and the media is always hungry for stories with a fresh angle. Who can forget the media-hype surrounding the break-up of Ken and Barbie?
"The 43-year relationship ended last February, just two days before Valentine's Day. Do you think those folks from Mattel picked that date by accident? The story made international news and it didn't hurt that it was timed for the love affair the media will always have with Valentine's Day," reports Jeff Crilley a US-based TV presenter and author of Free Publicity.
What media release can you pitch to time with a major event?
3. The Impact of Immediacy This is a major driver of news values. What is news one day will be dead the next. The more immediate and timely the story, the greater the impact and the higher the news value.
Those that micromanaged the Hewitt/Cartwright release worked hard to meet a deadline. Here's how it worked according to a report in The Australian newspaper by Amanda Meade on Thursday February 3rd:
i) Around 12 midnight the night after the Australian Open Men's Tennis Final Hewitt proposes to Cartwright with a $200,000 diamond ring from Tiffany's.
ii) The media statement was drafted by Cartwright's publicist in Sydney after 1am and faxed to Melbourne's Park Hyatt Hotel, where it was approved by Cartwright, Hewitt, and their managers Stephen Harmon and Justin Cohen.
iii) The release was issued by email around 3am to all media confirming the engagement.
The important point was a process was followed to meet a deadline.
So what is the best time to issue a media release? Well, it all depends on the timeliness and news value of the story.
AAP conducted a survey of all News Rooms in Australia last year and found the best time to send a media release is between 6 and 9 am and 3 and 6 pm.
When sending your media release be aware of time differences.
4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone informed and stops rumours. This rule applies to everything from engagements to corporate takeovers and new product announcements.
5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as you would like to be treated, with courtesy and respect.
6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restricting access and tying up exclusives with Channel 7 and a leading Women's magazine. Use an agent to handle this if you are ever in this situation.
7. Target Your Media In
Many business owners would give their left arm to have the same brand recognition as Oprah, Microsoft, McDonald’s, Starbucks or Amazon.com. But you don’t need the marketing budgets of these behemoths to promote your company and get your piece of the pie. A creative approach to self-promotion will put you face-to-face with your prospects and, properly executed, can help you become a well-known name.The first step is to focus your marketing efforts (otherwise known as target marketing). A topic that has nearly been discussed to death, target marketing is essential for just about every company, no matter how large or small. You don’t see advertisements for Oprah’s show on ESPN because that’s not
Those that micromanaged the Hewitt/Cartwright release worked hard to meet a deadline. Here's how it worked according to a report in The Australian newspaper by Amanda Meade on Thursday February 3rd:
i) Around 12 midnight the night after the Australian Open Men's Tennis Final Hewitt proposes to Cartwright with a $200,000 diamond ring from Tiffany's.
ii) The media statement was drafted by Cartwright's publicist in Sydney after 1am and faxed to Melbourne's Park Hyatt Hotel, where it was approved by Cartwright, Hewitt, and their managers Stephen Harmon and Justin Cohen.
iii) The release was issued by email around 3am to all media confirming the engagement.
The important point was a process was followed to meet a deadline.
So what is the best time to issue a media release? Well, it all depends on the timeliness and news value of the story.
AAP conducted a survey of all News Rooms in Australia last year and found the best time to send a media release is between 6 and 9 am and 3 and 6 pm.
When sending your media release be aware of time differences.
4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone informed and stops rumours. This rule applies to everything from engagements to corporate takeovers and new product announcements.
5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as you would like to be treated, with courtesy and respect.
6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restricting access and tying up exclusives with Channel 7 and a leading Women's magazine. Use an agent to handle this if you are ever in this situation.
7. Target Your Media In
As part of my continuing series on Value and Pricing, the following article shows you how to position your company's value contribution to support the highest value-for-value exchange. Too many business owners, when asked about the value or ROI of their product or service, shrug their shoulders and say, "I can't really put a value on it." If you can't put a value on it, think how hard it is for your prospects and customers! And if they can't put a value on it, how likely is it for them to buy it?We're going to give you a simple way to identify all the value elements of your product or service and articulate it in such a way that your customers will absolutely kn
4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone informed and stops rumours. This rule applies to everything from engagements to corporate takeovers and new product announcements.
5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as you would like to be treated, with courtesy and respect.
6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restricting access and tying up exclusives with Channel 7 and a leading Women's magazine. Use an agent to handle this if you are ever in this situation.
7. Target Your Media In some cases it is best to target your media. AAP in its survey asked if it is best to send the release to a journalist or to the newsdesk - 86 per cent said to the newsdesk. This depends though on your relationship with the media. I do recommend sending releases directly to a reporter, especially if it is pre-arranged and contact has already been made through a relationship.
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