PR and marketing

Catriona has written an article for Dynamic Business about how speaking, networking and organising events can help build your business' profile.

Last week I finally did my 24 hrs for B&T. I’m not sure if you know about this column in B&T magazine but it profiles the day of someone in the marketing industry. It has been on my list of things to do for, well.... a year. It’s been moved from my monthly list of things to do so many times I didn’t even notice it anymore.

Our clients’ PR always comes first, obviously. But one of my New Year resolutions was to make sure we focus on our PR to help the business grow but also to showcase our skills. So one of our clients is...us!

Alison is our consultant, and updates our action plan just as we do for our clients. I’m now the annoying client that never gets back to her! In an attempt to get me to do the 24 hrs column, she even printed out a blank document with ½ hour intervals on it, and a motivational quote at the top to encourage me to do it!

It worked. It’s done now and hopefully will be printed in the next couple of months. She has also booked me in to do more videos for our YouTube channel, which I’m told, I can’t cancel!

We are half way through the year and it might be time to reflect on how you are going with your New Year resolutions. Is it time to update them? Reflect on them? Or even ditch them and create fresh goals?

Speaking this month: I will be speaking at the Leichhardt & Annandale Business Chamber breakfast on 14 July and SheBusiness lunch in Balmain on 28 July. The breakfast is booked out, but there are places available for the lunch. 

WIN a ticket to Macquarie University's Women, Management and Work Conference:
Attend Social Media Women in July to automatically go into the draw to win a ticket worth $2,300 to the Women, Management and Work Conference on 28-29 July 2011 in Sydney. The conference will inspire and inform women who are looking for insights and key tips to develop their leadership skills. Read more at www.lmsf.mq.edu.au/womenandleadership.

I hope you enjoy reading this newsletter.

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Why 'how to' articles work
Writing articles is a fantastic way to gain publicity. There are specific types of articles that work well – the ‘how to’ article is one of them but there are specific ways to write them.

‘How to’ articles can not only position you as an industry expert, they can offer topical, helpful and interesting information to readers and are one of the easiest types of articles to write because they have a 'tried and tested' structure that works.

1. Know what you are writing about. When writing a ‘how to’ article make sure you do actually know how to do it. Your information needs to be backed up with real life experience and knowledge.
2. Stay on topic. The article should be objective and written in an informative and entertaining manner, but keep on topic. No editor will want to receive an article that goes off topic or becomes a promotional piece.
3. KISS (Keep It Simple Stupid). Particularly if you are writing a ‘how to’ on something complex. Avoid jargon and write in short, clear sentences, using sub headings, dot points and bolding to communicate key points.
4. Proof read it. Once you are finished, proof read it and then give it to somebody else to read. It is very common for authors of articles to miss mistakes. Allowing another person to read over the article can help. Also, by doing this you can test if your 'how to' article is effective in communicating information to people who are not experts in the area. 

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Should you BranchOut?
Most people who have joined Facebook have ‘friended’ everyone they know from people they went to school with 30 years ago to new friends.

Their pages are filled to bursting with both personal and professional information about themselves and yet, in order to network on a professional basis, you need to use LinkedIn and start that networking process all over again.

At least that’s how it used to be until BranchOut was launched.

The BranchOut application, created in July 2010, is Facebook’s largest professional networking service. In many ways it is quite similar to LinkedIn allowing users to create networks, search for jobs or people at specific companies to relay interest to and seek endorsement from previous clients or employees.

BranchOut seems to have one advantage that LinkedIn doesn’t. It uses your existing Facebook network so your contacts are already there, waiting for you to explore as soon as you create your account.

And while on the topic of learning something new, for all you social media savvy people who feel they are starting to get bored by the already existing list of social media platforms – brace yourselves.

Word is quickly spreading about a new social media platform that is yet to hit our Australian social media shores called Kohort. Users are already able to stake their claim by creating their own user account name; however you can’t enter the site yet.

Mysterious or what!?

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Upcoming events
Here are some events coming up that we thought you might be interested in:

Social Media Women July: START UPS, Tips & Tools for Overcoming the Hurdles with Catherine Eibner
Starting any business can be challenging. Practical advice based on experience helps save time, energy and money and a free program that helps support a start-up is the cherry on the cake! Catherine Eibner will share her tips and advice for entrepreneurs on starting a business.
12 July 2011 – Sydney

Marketing Women Victoria social media event
‘Social media’ is on everyone’s lips and smart phones, but how many people and businesses actually get it right? The interactive session will be led by an impressive group of experts in the social media space: future leader of Haystac’s newly formed digital and social media unit, Kristen Boschma and fellow social media gurus Yvonne Adele, Eloise Zoppos and Trevor Young.
13 July 2011 – Melbourne

Chamber of Women in Business presents Sofia Majewski – director of Speak2us
Develop and strengthen your public speaking skills and become a confident and articulate public speaker with Sofia Majewski, Director of Speak2us. Learn about where and when you speak, who your audience is and how to manage nervousness and anxiety.
13 July 2011 – Canberra

Online Retail: Differentiating Online Businesses
This event, run by AIMIA, will help retail businesses entering the online space clearly understand how to differentiate their online offering and integrate with a multichannel retail business strategy. It features speakers from the e-tail multichannel space.
12 July 2011 – Sydney
14 July 2011 – Melbourne

Macquarie University’s Women, Management and Work Conference
Learn how to become an influential leader at Macquarie University’s 23rd annual Women, Management and Work Conference. This two day conference will inspire and inform women who are looking for insights and key tips to develop their leadership skills. Speakers include CEO of Medicare Lynelle Briggs Board Director of CoSolve, Anna Booth and Director in the Royal Australian Navy Captain Michele Miller.
28-29 July 2011 – Sydney

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.
11 August 2011 – Sydney

Do you want to see you and your business profiled in the media but don’t know where to start?

Have you sent out media releases and received no response?

When you get the right media coverage, your sales can double (or triple), you gain new customers and you can position yourself as a leader in the market place.

However, if you don't know the tactics of a publicity/public relations (PR) strategy or how to write an effective media release, you won’t get the results that will make a difference.

You'll learn the science behind an effective PR strategy including writing media releases that get results, how to approach journalists, how to write articles and case studies for the media as well as clever online tactics.

In one day, you'll discover the secrets to getting good publicity that you can use for your own business.

This seminar covers:
• the elements of a typical PR strategy
• how to determine your target audiences
• how to structure media releases and what you must include
• who you should quote and what they should say
• how to deal with journalists
• online distribution strategies
• contributing articles to publications
• how to approach bloggers as part of your PR strategy

This seminar is ideal for:
• Business owners, coaches, speakers, entrepreneurs who want to promote their business
• Professionals who have been given PR or marketing responsibilities but who may not have had formal training in this area
• People who are relatively new to a public relations role

This seminar covers all the issues you need to consider before you even put pen to paper - or fingers to the keyboard! Once you have these issues covered, you will have a strong framework that will guide how you write the release.

About Catriona Pollard
This seminar is presented by Catriona Pollard, director of CP Communications. Catriona has 18 years experience in developing and managing public relations and marketing programs.

Prior to establishing CP Communications in 2001, Catriona set up the marketing communications department for a leading software company and managed a diverse range of accounts within PR agencies. She also has extensive experience in managing public affairs and marketing in federal and state governments.

Catriona's blog Public Relations Sydney was shortlisted as media & marketing blog of the year 2009. She is a co-founder of Social Media Women, a formal online and in person networking group that encourages and assists women to participate more prominently in social media.

This seminar is held at the Sydney Writers' Centre.

PR and Media Releases that Get Results with Catriona Pollard
11 August 2011 9.00am - 5.00pm
Fee: $495 (includes GST)

To book, please click here. 

Ground Floor
55 Lavender Street
Milsons Point NSW 2061

Although I have lived in Sydney nearly half my life, I’m still a country girl at heart. At times when I am stuck in Sydney traffic I dream of living somewhere there aren’t any traffic lights (like where my parents live!). But last week, I was reminded how lucky I am to live here. Not only is Sydney beautiful, but we have access to so many great events.

I attended Vivid Creative Sydney, a series of free events about the future of creativity, technology and business. Industry leaders shared their experiences and discussed how to create innovative brands and products. One was an artist who creates ‘unseen sculptures’ using augmented reality. He placed a giant squid above the Opera House that could only be seen through your smart phone. Amazing!

On Sunday it was a beautiful clear winter’s morning and the CP Communications team joined hundreds of people on the MS Walk Fundraiser around the botanical gardens. The walk helped MS Australia raise funds to provide assistance to the 20,000 Australians living with Multiple Sclerosis. It’s not too late to help out a good cause and donate!

That afternoon I found myself sitting next to an Aboriginal woman artist from Tjanpi Desert Weavers who taught me how to weave in their unique way. They are a renowned group of indigenous women artists who work with grass fibres to make baskets and sculptures. They had travelled here from remote desert communities in central Australia for the amazing exhibition at Manly Gallery, KURU ALALA – eyes open. I was so thrilled, I couldn’t quite believe it!

Every event I went to last week was free, and they were all about community – creating, contributing and engaging. So have a think about how your business, brand or you as an individual can create and contribute to your community. The goodwill you create will be priceless.

I hope you enjoy reading this newsletter.
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What journalists are looking for and how to get their attention
Journalists work in a fast-pace, high-pressure environment every day and are only looking for stories which capture their attention right away. They constantly receive media releases, phone calls from PR consultants and emails about the latest and greatest product or business. So to make sure you are noticed there are a few things to keep in mind when contacting the media.

Make them want to know more. Whether you are sending them a media release or pitching an article over the phone, make sure to present the most interesting information first. The information may have to be tailored for different types of media.

Personalise your attempt. Research first and find out which journalist you may wish to speak to. Simply using someone’s name can get their attention and makes them feel like you have a put in a bit of effort.

Pick your time wisely. A bit of research and common sense can tell you when a media outlet's deadline is. Daily papers will obviously have a deadline each day, so get your information to a journalist earlier in the day. Monthly publications such as some magazines have long lead times so don’t call at the end of the month trying to get into the next month’s issue.

Don’t be afraid of journalists. They have good days and bad days and there are ones who will be nicer than others. But don’t be intimidated by them. If you have all your information at hand, know what you are talking about and are polite at all times you should be received well.
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TwitterCue: The new social media idea
In today’s world of 24 hour news cycles and social media channels that never sleep, people across the globe are constantly gaining access to large amounts of information on a daily basis.

It is particularly challenging when communicating via Twitter, when your clearly written and informative media release is reduced to a 140 character line.

How do you express essential and maybe even critically important information in only 140 characters? Enter ‘TwitterCue’ – a 140 character line written at the top or bottom of a media release which sums up the content and can be then spread through social media channels without losing any essential information.

Not only is TwitterCue a great addition to a social media optimised media release – distributed to bloggers, citizen journalists and through services such as PR Newswire – it will also be useful for time-pressed journalists.

The challenge, however, is getting all the information needed into that 140 character line. To help you get the most out of writing a TwitterCue, here are some useful tips:

• Lose the fancy talk and get straight to the point – concentrate on facts only
• Always use a suitable hashtag
• Include a URL that links to the full media release
• Leave space for unedited re-tweeting – 120 characters should be your aim
• Channel the language of your Tweeps – use abbreviations e.g. to = 2; for = 4; you = u 

An example of a TwitterCue is one we did for our client Community Engine when we released their annual survey. We included the hashtag on all tweets:
The Nielsen-Community Engine 2011 Social Media Business Benchmarking Study released 2day http://t.co/6KoQiXt #B2Bsocialstudy
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Upcoming events
Here are some events coming up that we thought you might be interested in:

Social Media Women June: Learn about online business with Shoes of Prey
Social Media Women’s June event features inspirational creator of online business Shoes of Prey, Jodie Fox. Jodie will share how she built her incredible online business and some of the secrets to her success.
14 June 2011 – Sydney, NSW

Nice Girls Just Don’t Get It
Dr Lois Frankel is running a breakfast presentation about her book ‘Nice Girls Just Don’t Get It’. During the presentation Dr Frankel will teach women how get what they want in both professional and personal areas of their lives.
15 June 2011 – Brisbane, Qld

Web 3.0 and the Future of Social Media
New technologies collectively known as Web 3.0 are already providing a momentous opportunity to businesses and marketers.This conference will investigate the web and how it will transform marketing. Key areas to be discussed include the future direction for social networks and progressive social media marketing.
21 June 2011 – Sydney, NSW

PR and Media Releases That Get Results with Catriona Pollard
Catriona 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.
23 June 2011 – Sydney, NSW

Business in the Social Age
Simon Betschel (Sensis) and Brian Giesen (Ogilvy) will be speaking about the opportunities and challenges that are being presented to Australian businesses in the social age. They will aim to help business owners make more informed decisions about how to use and engage in social media for business.
7 July 2011 – Melbourne, Vic

Macquarie University’s Women, Management and Work Conference
Learn how to become an influential leader at Macquarie University’s 23rd annual Women, Management and Work Conference. This two day conference will inspire and inform women who are looking for insights and key tips to develop their leadership skills. Speakers include CEO of Medicare Lynelle Briggs, Board Director of CoSolve Anna Booth and Director in the Royal Australian Navy Captain Michele Miller.
28-29 July 2011 – Sydney, NSW

Never edited a Wikipedia page? You are not alone! Did you know only 13% of contributors to Wikipedia are women?

Women should actively add to the collected knowledge of the information age embodied in Wikipedia. Suzanne Francis from Collective Action will be discussing the campaign Women for Wikipedia which provides an environment for women to share their experiences with Wikipedia in an enthusiastic and engaged community.

Suzanne will discuss Wikipedia and offer a guide about how to contribute to Wikipedia and even create your own page.

Women for Wikipedia is a way that every open source group in Australia can introduce the concepts of free and open software to a general audience and also while at it, do something to address the gender imbalance that characterises both this community and, obviously, the Wikipedia knowledge base.

A not to be missed event - help us celebrate the centenary of International Women's Day, and Social Media Women's 1st anniversary!

To follow the campaign on Twitter follow #women4wikipedia and join in the weekly Twitter Chat Monday nights 8pm AEST (Melbourne-Canberra-Sydney); 7pm Brisbane; 7.30pm Adelaide; 5pm AWST Perth/WA; 9am UTC/GMT.

Register now for our March event at http://socialmediawomenmarch.eventbrite.com/

Date:      Tuesday 8 March 2011
Time:      6:00pm - 8:30pm
Venue:   The Supper Club at the Oxford Hotel,
               134 Oxford St, Darlinghurst.
(Enter the Oxford St side of the hotel and walk up the stairs. Metered parking is a few steps away on Bourke St, $1.10 per hour)

Enter the draw to win LUCKY DOOR PRIZES, simply by attending!

Meet amazing women as well as discussing the ever changing world of social media.

The open discussion about social media is one of the best parts of the event. So bring your social media questions for the group to answer.

Social Media Women is all about inspiration, collaboration, supporting each other and growing. Join the community:

• Become a fan and check out the launch photos and post comments on Facebook
• See, subscribe and view the guest list on www.SocialMediaWomen.posterous.com
• Join and start discussions on LinkedIn
• Visit the official Social Media Women Site
• Follow us on Twitter @SocialMediaWomn
• Send us upcoming media events that might be of interest to other women to our Social Media Women Email.

This November Starlight Outdoor Cinema will present a four day Surf Film Festival in Manly with the support of Surfing World and MeSurf. A surf film hub will be created in the grounds of Manly Village Public School each evening from 7.00pm Thursday 18 November to Sunday 21 November with six of the latest surf films, live music, interviews with surf personalities, local beers from 4 Pines Brewery and a BBQ.  

Producer of Starlight Outdoor Cinema, Jill Keyte said, “Surf films have always been a passion of mine since I was a teenager visiting Bells Beach in Victoria. I am thrilled to have been invited to bring our outdoor cinema to Manly for the 2010 Festival of Surfing. We’re showing Australian and international surf films that will entertain, inspire and provide a bit of chill out time for everyone who loves a good surf film.”

Whether your passion is action, tricks, history, boards, travel, hotspots, adventure, barrels or just watching the waves; there is a film for everyone to enjoy under the stars on our 6m inflatable outdoor cinema screen.  

Centre Management of Manly, Meegan Clancy said “The Manly Festival of Surfing organisers are stoked at the inclusion of the outdoor Starlight Cinema in the event programme!”

Screening in the programme are the recent releases, “Scratching the Surface” which follows the life of the young and exciting Julian Wilson and a who’s-who crew of some of the best surfers in the world; and “Castles in the Sky” which takes its audience on a journey to some of the most unique and isolated breaks in the world.  

Other highlights include opening night film “Bustin’ Down the Door” documenting the amazing turning point back to the era where professional surfing began; and “Modern Collective” directed by the talented Kai Neville, which has been described by MeSurf as “hands down one of the best surf films to grace our modern day”. 

“There’s nothing better than taking in a flick on a beanbag, under the stars, at the end of a day filled with festival fun and frivolities,” said Ms Clancy.

“We are thrilled Surfing World, Coastalwatch, MeSurf and SurfAid have partnered with us to make this film festival possible. We’re sure it will be a highlight of the 2010 Festival,” said Ms Keyte.  

Surfing World Surf Film Festival Full Programme:

Opening Night: Thursday 18 November

Bustin’ Down the Door
Starring: Wayne Rabbit Bartholomew, Ian Cairns, Mark Richards, Shaun Tomson
Director:  Jeremy Gosch
During the winter of 1975 in Hawaii, surfing was shaken to its core. A group of young surfers from Australia and South Africa sacrificed everything and put it all on the line to create a sport, a culture and an industry that is today worth billions of dollars and has captured the imagination of the world. With a radical new approach and a brash colonial attitude, these surfers crashed headlong into a culture that was not ready for revolution. Surfing was never to be the same again.

Friday 19 November

Meet Clay Marzo whose passion for surfing is so pure it defies description. Take a visually stunning and emotionally powerful journey through his life. See Clay literally come alive in the ocean as he destroys the waves of Tahiti, Fiji, Hawaii, France, Spain and Australia with his wildly creative surfing. The story also showcases an awareness-raising glimpse into his life and mind as he comes to understand both the gifts and challenges of living with Asperger's.

Scratching the Surface:
Starring: Julian Wilson, Kelly Slater, Dane Reynolds, Taj Burrow, Mick Fanning, Dusty Payne
Director: Iron Brothers
See one of the most exciting surfers on the planet, Julian Wilson, as you've never seen him before. Scratching the Surface is a ground-breaking hi-definition film, showcasing the life so far of a 21-year old Australian, who has already revolutionized world surfing. Scratching the Surface shares the story of a kid that rode his first wave the same day he took his first steps and his rise to become a surfing megastar. 

Saturday 20 November

Little Black Wheels
Starring: Dain Thomas, Mich Hughes, Johnny Begg, Antoine Cardonnet, Nick Chalmers, Rasta
Director: Mick Waters
One family packs up and heads off around Australia in their van. A two year old, a pregnant mother, a dog, a dad, and a camper van embark on a five month road trip. The plan was to go surfing, meet interesting people and film some of our beautiful waves.  No boat charters, internet swell predictions or expensive budgets.  Just a car, some boards and a plan.  

Filmed in five countries over three years, the movie delves into the true heart of the locations while the surfers travel through them with a sense of open-minded awe. With never-before seen waves, an original score, and some of the best surfers in the world contributing their art, passion and athleticism, this is as close to the experience of pioneering new coastlines as you can get without getting on a plane!

Sunday 21 November

A collective of six surfers set out on a voyage to alter ones perception of modern day surfing. Highlighted by naturalist cinematography and a candid directorial style, Director Kai Neville shadows these vogue individuals around Morocco, France, Reunion Island, Indonesia, Cabo & Rural Australia. Forget big waves. Forget perfect surf. They collectively look outside the conventions of surfing for a wave built for pure innovation. 

Gates open 7:00pm
Film commences at 8:00pm

For event details and bookings visit www.starlightcinema.com.au and check out the Surf Film Festival pages.

Tickets can also be purchased at the gate of Manly Village Public School, Wentworth Street, Manly.

First impressions last- create the perfect elevator pitch