Transcript You have the media’s attention: Now what?

Sexy and Local workshop
How to make community and
neighbourhood centres look
sexy to key stakeholders
Peppi Bueti
Director
Queensland Advertising and Public Relations
So what is PR?
• PR is part of the marketing mix. It’s not
sales and it’s not marketing.
• Essentially it’s about reputation.
• It’s also a cost effective way to
promote you and your organisation.
• Priority is to preserve and enhance a
reputation.
PR
Media
Public
No such thing as a typical day
• My experience in Public
Relations is that anything
can happen in a day so I
must be prepared for
anything.
Who are you talking to?
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Staff
Government
Clients
Volunteers
Sponsors
media
General public
Suppliers, contractors
So what does PR involve?
• Media Relations – Positive stories about your developments to
increase your brand awareness and reputation.
• Advertorial – paid ads that look like editorial but you choose
where they go in the paper and exactly what they say.
• Event management – Launch events and promotions.
• Government Relations – Working with all levels of Govt to
achieve an optimal outcome.
• Community Relations – working with communities to get the
right message out to the market place. Ie Enviro issues, noise,
sound
• Internal Relations – communicating with staff and consultants
• Crisis and Issues Management - When the shit hits the fan.
• Research – Understanding the market and buyer trends
– Copy writing – including websites, brochures, marketing
materials
• Sponsorship – maximising your investment
• Media Training – Using the media to your advantage
Tour de Kawana
Tour de Kawana
• Commenced in 2006 after several local
businesspeople wanted to pursue their passion
for cycling and raise funds for CFQ.
• Aim was to raise money by encouraging
families to participate in the ride.
• Corporate financial support was vital.
• A plan was developed to ensure the event was
professional and met the philosophies of CFQ.
• Branding and marketing material all had to
ensure the TDK was seen as a significant local
charity event.
Tour de Kawana
Outcomes:
• ANZ has been a major sponsor since 2006 as have
media partners Hot 91 and SCD.
• In 2011 the event celebrated its 5th anniversary nearly 250 riders participated and over $50k was
raised from the ride and charity lunch.
• $350,000 has been raised since 2006.
• It is the third largest event for CFQ in the State
• USC PR interns have been involved in the event
since its inception. Most have gone on to gain full
time employment shortly thereafter.
• www.tourdekawana.com.au
Burgess Street PR campaign
Burgess Street PR campaign
• Prestige property in Kings Beach.
• Vendor wanted offers over $3m and committed
to a significant $$$ advertising campaign.
• PlaceMakers was approached by the real
estate agent to develop a PR campaign for the
house.
• A PR campaign was created to leverage the
advertising spend to stimulate more awareness
of the home.
• The key was to highlight the unique aspects of
the home.
Burgess Street PR campaign
Results:
• Huge response to weekly open inspections.
• Enquiries received from across Australia.
• Media exposure generated in SCD, Weekender, WIN TV,
Ch 7, Financial Review, Courier Mail, The Australian.
• Value of PR generated over $45k (x2 for PR value).
• Over 100 people attended the auction.
• 12 registered bidders.
• Highest bid was $3.1m.
• Agent now negotiating with several buyers.
• Campaign showed how PR and marketing can work
hand in hand to achieve optimum results.
Adenbrook Homes
• PlaceMakers advised by Adenbrook Homes
head office that Sunshine Coast franchisee
could not meet their financial obligations.
• A number of homes were either still under
construction or not commenced.
• Buyers had no idea what would happen to their
home.
• Staff were uncertain what was going on.
• Suppliers and contractors were getting angry.
• 9.00am Thursday morning. SCD Chief of Staff
calls to find out what’s going on.
Adenbrook homes
Time to roll out the PR plan
Develop key messages
Create stakeholder list and key contact list
Prepare media release
Prepare Q&As
Brief spokesperson
Engage the media (be proactive, tell the
truth, stick to key messages)
• Reinforce key message with media releases
and advertising campaign post crisis.
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The Results
We made page 1 of the following day’s SCD!
The Results
• Article was very balanced and many of our key
messages were reinforced in the media including a large
photo indicating the company was still open for
business.
• Two TV news stories were also very balanced.
• Minimal articles appeared in the media following initial
story.
• Staff, clients and contractors all received
communication in writing or phone before the media
ran the story.
• Client’s ongoing advertising campaign in press and on
radio reinforced key messages.
• Company continues to operate on the Sunshine Coast
and a number of parties are interested in purchasing
franchise.
Key Lessons
• It’s all about minimising impact of the crisis.
• Following a PR crisis plan will enable you to
control what is written about your company/
client during a crisis.
7 categories of news
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Conflict
Accidents and disasters
Rich and Famous
Hero
Children and animals
New – evolutionary, revolutionary
Oddball
The squeaky
wheel gets
the oil
How to generate news?
Plans for new projects and services
Progress updates
Introduction of new technology
Statistics and new records
Change in regulations
Notable achievements by the organisation
and/or staff
• Appointments, promotions, retirements
• Historical milestones
• Significant contribution by the organisation to
the community
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How to write a media release
(The inverted pyramid method)
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Media release
Date
Headline
Who what where when why and how in
first par or two.
Indirect quote
Direct quote
Facts and figures
End
Contact details
‘Think like a wize
man but speak the
language of the
people’
Tips on how to get Sexy!
• Don’t let jargon get in the way of a
good story
• Learn to write persuasively
• Create news angles for journos
• Develop relationships with media –
make their job easy!
Cost effective PR tools for you
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Media releases and factsheets
Media famils – on and off site
Ezines and newsletters
Social media
Events
Volunteers, champions and ambassadors
Seek sponsors – WII FM
University and TAFE students
Networking