PR and marketing

Do you want to generate publicity for your business with a media release? Then you need to create a media list and start pitching your release to the right journalists.

A media list documents the key media contacts in your industry that would be interested in your media release. These contacts can include journalists, producers, bloggers, freelancers and editors.

A media list allows you to create a targeted approach to the distribution of your information. By targeting the right journalists you can gain coverage in the publications that your target audience views. This means that the right audience will see your media release at the right time.

Here are some steps to creating a media list:

1. Find your audience: The purpose of a media list is to gain coverage in publications that your target audience uses or views. This means that you need to write a list of all the publications, blogs and TV programs that appeal to your target audience.
2. Identify contacts: Once you have a list of publications you now need to identify the appropriate contact person to send your information to. Usually the most appropriate contact is the reporter or editor who covers the topic in your media release. You can find their email address or phone number on their publication’s website or call the publication directly. Try to avoid sending your media release to the email address for general enquires or “editor@” because it usually will not reach the right contact person in that publication.
3. Create a Database: Organise your media list into a database such as an excel document, with separate columns for the name of the publication, the contact person, their job title, email address and phone number.
4. Categorise your list: You should categorise your list into different sections for each media outlet. For example you could create a section for all your newspaper contacts and another section for all your magazine contacts.
5. Update your list regularly: Media professionals often change their career or areas of expertise, which means you should constantly update your media list. Remember to update your list if your contact person changes or if you find new contacts.

If creating your own media list sounds too hard then you can get help from an online media guide such as Margaret Gee’s Australian Media Guide. These sites provide an online database of contact information for media professionals.

Another alternative is to hire a PR agency because they have an extensive list of media contacts and know how to create a perfect media list.

Once you have created your media list you can start contacting journalists to gain coverage in the most appropriate media that will reach your target audience.

On the weekend I attended the launch of ln Situ, an exhibition featuring traditional sculptural works and contemporary installations in shops along Military Road in Mosman.

The exhibition is billed as “Australia’s newest art trail with over sixty works by Australia’s leading sculptors and installation artists.”

One of my fibre sculptures is featured in the exhibition and when I was listening to the speeches it occurred to me that Mosman Council is using this as a tactic to create community as well as drive visitors to the area.

This year it is part of a bigger event called Festival of Mosman with the tagline as “An unmissable Sydney experience”. Obviously Mosman isn’t Bondi, but Mosman Council is aiming to draw in crowds from outside the area like Sculpture by The Sea. It’s a great idea.

The sculptures are in shops so it’s like taking art to the people, and hoping they shop while they are there!

They using Twitter, Facebook and Youtube to promote the event and build online engagement. When I was installing my sculpture a videographer shot footage for the Youtube channel and was taking photos for the Facebook page.

They have also used an augmented reality program,Layar, which recognises real world objects and display digital AR experiences on top of them using a smartphone.

Its early days for their social media engagement, but it’s good to see a council taking steps to use social media and art to engage their community.

I hope you enjoy reading this newsletter.

Outsourcing your social media campaign
So you want to start up a social media campaign for your business but don’t know where to begin? If you decide its best for your business to work with an expert there are a few things you need to think about.

Do your research before picking a company. Different companies work within different sectors, such as lifestyle and retail, and can be experts in different fields.

Set targets: Know what you want out of the social media campaign and set realistic targets. This can be a certain amount of engagement, comments on a blog or number of customers taking up an offer from a social media site.

Communicate with the company to make sure you are both on the same page. Social media is an ongoing, daily activity and you want to make sure you both have the same idea when it comes to the message and public persona you want to showcase. 

Read the article on CP Communications News.    

  
How to determine your target audience
Your target audience are the individuals, groups and communities that have influence and decision making power over your brands’ products or services. They are the ones you are trying to attract and sell to – they are the people want to communicate with.

The key is to dedicate time to really refine your audience before you start ‘talking’ to them. To clarify your target audiences answer these questions:

• Who needs to hear your message? Who are the people that would be interested in hearing and learning about what you have to offer them?
• Who are the influencers? All target audiences have people who have great influence over their decisions. They can be family members, friends, authoritative figures such as doctors and even the media.
• Who must be moved to action? Who are the targets that actually follow through with the purchase?
• Who has the greatest impact on the business’s outcome? Who are the people who will affect whether you fail or succeed?

Once you have researched and determined your target audience, you can now begin to create strategies, messages and tactics that are tailored to your target audiences needs, wants and values.

Read the article on the Public Relations Sydney blog.    

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

Social Media Women: Website and Ecommerce: Set- up and beyond - Tips, trends and ideas with Nancy Georges
Websites and Online Stores are essential for EVERY business. Integrating the website to your social media & offline activity is as important as the site itself! Nancy will discuss her own experiences with a wide range of products and services, and will give you the information to get you started and to define the world that we are now operating in.
8 November – Sydney, NSW

Magazine Week
Magazine Week is a full week of events that will bring all segments of the magazine publishing industry together to learn and share the latest information on business and technology trends. Featuring international and local industry experts and case studies, the Magazine Week conference will offer guidance on how to do better business.
9 November - Sydney, NSW

Google Analytics Seminars for Success
Learn Google's own best practices directly from a Google Analytics Certified Trainer. Ensure the accuracy of your website visitor data and learn how to use Google Analytics to measure the performance of your website and online marketing results. The seminar is great for people involved in marketing, advertising, public relations, e-commerce, business development or web management.
9, 10 and 11 November - Melbourne, Vic

ADMA Digital Day
Marketing is evolving more rapidly than ever before as technology empowers customers and marketers across the globe. Digital Day brings you some of the world’s most successful digital marketers from leading brands to help you improve marketing efficiency and effectiveness through deeper insights, enhanced capability and the implementation of new platforms and technologies.
14 November - Melbourne, Vic

Social Media and Communications Summit
The Social Media and Communications Summit brings together Australia's leading social media intelligence, communications, Innovation, generation and trend practitioners to share industry insights with your organisation. Four of Australia's thought leaders on social media and digital communication will power your organisation with a SWOT analysis of your social media strategy.
15 November - Sydney, NSW

The 5 Pillars of Web Engagement Management Revealed
Online Engagement Management is the new idea in web publishing – it’s no longer enough to simply publish material and hope your customer gets the right message. Join Mammoth Media, and web veteran Greg Baxter from Sitecore, for a journey through the new paradigm, and understand the power behind the “connected customer”.
18 November - Brisbane, Qld