I am in the midst of hiring a new PR Consultant at CP Communications. In the interview process I ask the question to candidates – what are the three key traits of a PR consultant. Let me tell you, one of the traits isn’t “I like talking to people”.
To be a great PR consultant you need to (obviously) understand the media and develop angles they want to read, build effective relationships, be creative, communicate well and be very organised. Often PR consultants don’t think about having to be organised.
If you think about it, in an agency we are working across accounts, across industries, across issues often with multiple spokespeople and deadlines. We are pitching stories into print, radio and TV – which all have different needs and approaches and deadlines. We are tweeting, Facebooking, YouTubing and blogging. We are planning, writing and managing relationships.
Sound exciting? It is. I LOVE IT. But the key is to be super organised. So all deadlines are met and all clients are happy. When the systems are in place it frees up time to be creative.
If you want to be part of this action, let us know by sending us your resume.
Join me on a Webinar: I have been asked to speak at an Australian Businesswomen’s Network webinar about social media & the power of word of mouth marketing. Join me for the free event 20 April, 10:30am. Book here.
I hope you enjoy reading this newsletter.
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Photos can make a story!
Before pitching a story to a journalist, you should always think of the visuals that could support your story. Regardless of the strength of your angle, a photo can make the difference as to whether a journalist picks it up or not.
Make sure you understand the pictorial policy of the publication you want to approach. Some daily news outlets only use photos taken from their own staff photographers. Sending a picture through with a pitch will not serve your purpose. Simply pitch the image as part of the story idea.
On the other hand, when approaching regional newspapers and online sites, seeing the photos when pitching the story to an editor may sway them to cover your story.
When looking to use photos, always remember:
- Talk to the journalist first. You should always check if they want a photo, and if so, what format they require it in.
- Always check the publication specifications and only ever provide images that fit these specifications. There is nothing worse than seeing your coverage appear with a photo that is substandard or has sections cropped out.
- Ask for the photo deadline – sometimes these can differ from copy deadlines and they often need to be sent to different contacts within the publication.
- Review past issues of a publication to work out what type of style is preferred. It can be worth sending sample styles to your photographer to ensure you get the right look.
- Don’t forget to clearly label the image in the file name to make it easy for journalists to find it on their system.
- Keep to the news angle and stay clear of the cheesy shot.
Read the full article on the CP Communications blog.
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How to get re-tweeted – what works
As everyone is rushing to establish their online influence before their competitors, it’s becoming increasingly difficult to stand out from the crowd. Getting re-tweeted is a great way to establish credibility and expand the reach of your Twitter handle to a broader audience.
Here are some tips on how to make sure your tweets don’t go to waste and get the re-tweeting they deserve.
Find your niche – Whether you tweet for yourself or your business, identify the topics you specialise in and stick to them.
Understand your followers – Before you start sending messages out to your community of Twitter followers, ask yourself why they are following you. Once you understand what they are looking for, shape your Twitter content to meet their expectations and demonstrate that you are dedicated to building a relationship and providing value.
Choose your timing wisely – Depending on the nature of your followers, certain times of the day and week will have higher Twitter traffic than others. Consider whether they can tweet during work hours, or whether the majority of them are overseas in different time-zones. Then you can schedule your tweets to match their routines.
Engage with your community – Being an active participant in online conversations will not only help build your online profile, but will strengthen the relationships between you and your online community. Re-tweet generously, respond to mentions where relevant, thank your followers when they re-tweet you, and when you’re in need of some instant exposure, ask your followers to re-tweet you – if you’ve treated them well in the past, they’re more than likely to return the favour.
Read the full article on the Public Relations Sydney blog.
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Upcoming events
Here are some events coming up that we thought you might be interested in:
Social Media Women – Why all businesses need a social media policy
Social Media Women’s April event features Vivienne Storey, General Manager and expert in social media law at BlandsLaw. Vivienne will discuss why you need a social media policy, things to consider when developing one, how to ensure your policy is legal and how to get started.
12 April 2011 – Sydney
Engaging Communities Online
This PRIA Breakfast will provide an overview of how to engage customers and communities online using the combination of online technologies and traditional methods. It will also cover the reasons for online engagement, and which pitfalls to watch out for.
13 April 2011 – Sydney
Experiential Marketing Summit
The Media Pad is hosting this two-day summit with a focus on tactical marketing strategies. Speakers include representatives from Telstra, The Bendalls Group and The Pink Squad who will speak on topics ranging from celebrity endorsement to mobile marketing.
12-13 April 2011 – Sydney
Storytelling in a Digital Age
X Media Lab Perth are hosting this one-day conference about using storytelling to enhance audience engagement, with a focus on new technologies related to mobile and communications. Information is delivered through case studies by international digital experts.
15 April 2011 – Perth
Gender Matters – Women on Boards Conference
Women on Boards are bringing together a range of expert speakers at their third annual conference, Gender Matters, to explore the serious issue of why, if women constitute 45 percent of the workforce in Australia, they are still under-represented in leadership roles and on boards.
27-29 April 2011 – Sydney
The Internet Show
The annual Internet Show covers social media strategy and marketing, customer engagement through web design, SEO and more. The Internet Show also takes place in Sydney in October. Our client Josh Frith of digital engagement agency The Dubs is speaking at both events.
4-5 May 2011 – Melbourne
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