Over the Christmas holidays I became addicted to two things: Angry Birds and Mad Men. My addiction to Mad Men is continuing. And frankly it has saved me from dreadful summer television.
I managed to kick my Angry Birds habit. Only because I finished them all. Every level. The end was like eating the last M&M in the packet without realising it was the last one. You may have heard me scream.
I did learn one thing. Angry Birds is like PR.
It’s all about strategy
So you have four red birds and one “bomb” black bird. You are faced with a structure made of stone, wood and glass. The laughing pigs are hidden under all of this. How are you possibly going to get them? Just like a PR scenario, doing a mass email out of media releases, or firing off the birds hoping for a direct hit isn’t going to work. Think carefully about it. What is the outcome? How can you best approach it? What is going to have the most impact?
It takes perseverance
You have been on the same level for hours. You have tried every strategy you can think of, “bombing” high, low and right on target. Red birds, egg birds and blue triple birds. Want to give up? No! Take a step away and think about another angle. In PR, one angle (or pitch) may not work, in fact, several may not work. But if you persevere, think laterally, keep going, then you get results - and move to the next level.
Share the joy
My father downloaded Angry Birds on my iPod, his knee surgeon told him about it and I have successfully got many friends addicted. Share the joy! If you love something, or are an expert – share your joy and knowledge. PR tactics are the perfect medium to share your experience and expertise to make other people’s lives better in some way. Even if it’s how to write a better website, or fill in your tax return or tips on parenting. The experience doesn’t have to be monumental; just the act of sharing is enough.
DOUBLE PASS GIVEAWAY – ME Bank Starlight Cinema is on again at North Sydney Oval! This is a fun, relaxed outdoor cinema screening a mixture of new releases and old favourites. To win a double pass to a film of your choice at ME Bank Starlight Cinema, be the third person to email me!
LEARN HOW TO DO PR – My next one day workshop on PR and media releases that get results is on 17 February. Learn how to construct a PR strategy including how to develop media angles, pitches, media releases, articles, case studies and editorials. You will also learn how to strategically use these tools to maximise your chance of achieving your PR objectives. Sydney Writers’ Centre. Book now!
I hope you enjoy reading this newsletter.
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Social media and the Queensland floods
Social media has played a big role in the Queensland floods from being a useful source of information for those dealing with the floods first hand to letting people in other areas of Australia know how they can help.
When Queensland Police saw the widespread use of the hashtag #qldfloods on Twitter, they adopted the trend and used it as a primary information source. The Brisbane City Council, the ABC and tens of thousands of people then did the same.
Information about road closures, flood warnings, offers of assistance and ways to donate were all delivered through Twitter and Facebook. Social media became an important communication tool, particularly for people whose power or telephone lines had been cut off by the floods but who still had access to their smart phones.
When social media peaked
How social media was being used was measured and it was found that peak periods of tweeting often coincided with flood peaks, making it a vital news source alongside newspapers, television and radio. The research by the ARC Centre for Excellence for Creative Industries and Innovation found that when the flooding reached its peak in Brisbane, up to 1200 tweets every hour were recorded.
In this situation social media proved to be just as essential for providing information as newspapers and television and is a great example of how using social media in conjunction with traditional media means your messages will reach more people and have greater impact.
Read the whole article at Public Relations Sydney blog.
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Is the media release dead?
Media releases are often the first thing that come to mind when discussing public relations. They are a tried and true method, and are often very successful. However there is much more to public relations than the media release.
Next time you start writing a media release, stop and think about what you want to achieve and decide whether a media release is definitely the right way to go.
While media releases are still often used, there are many more ways of building your brand.
- Writing a case study: a case study demonstrates your experience and knowledge by telling people about your company’s projects and achievements. Many magazines feature case studies in every issue, and often these have been pitched in. Case studies can also be used to illustrate a pitch or media release, bringing life to the story you are telling.
- Contributing an article: an article that shares your expert knowledge can be a great story. A great way of doing this is to write a ‘how to’ article that is relevant to the audience of the publication.
- Pitching an idea for a story or interview: a newsworthy topic for an upcoming feature in a publication is often a very successful technique to tell your news, establish yourself as a leader in the field, and strengthen your brand. Just make sure that you have a designated spokesperson for the brand who is comfortable giving interviews.
Read the whole article at CP Communications blog.
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Upcoming events
Here are some events coming up that we thought you might be interested in:
How to create a powerful LinkedIn profile
Social Media Women’s February event features Karalyn Brown, Director of InterviewIQ who will reveal the possibilities of a well constructed LinkedIn profile. The session will cover how to find jobs and win business using a powerful LinkedIn profile.
8 February 2011
AANA Congress: Window on 2011
The AANA Congress tackles issues facing the advertising, marketing and communications’ industry nationally. A round table of industry leaders will reveal how the economy, marketing, media and consumer spending are shaping up for 2011.
10 February 2011
PR and Media Releases that Get Results with Catriona Pollard
Catriona Pollard will teach you how to construct a PR strategy that gets results. By the end of this workshop you will understand how to come up with a media angle, write a pitch, media release, article, case study and editorial. You will also learn how to strategically use these tools to maximise your chance of achieving your PR objectives.
17 February 2011
Social Innovation BarCamp
A day of free workshops which are described as ‘Unconferences’, where anyone can present on issues that are important to them. Everyone is encouraged to have an open conversation within the workshops. It’s always a great day with very interesting people and topics.
26 February 2011
ad:tech Sydney
Come along to ad:tech, the leading annual event for the digital marketing and advertising community. The two-day event features panel debates and keynote addresses about social media strategy, digital media, mobile marketing and more.
9-10 March 2011
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