Tag Archives: public relations

Gruen Planet’s first episode airs tonight

 

images (3)

The Gruen Transfer is my favourite show. Hands down. It’s required reading (or watching) for those in our industry and gives the rest of the world an insight into what we advertisers do each day.

So naturally I’m busting with excitement for Gruen Planet which airs tonight on ABC1 at 9pm.

Over an eight-week season Gruen Planet will delve into the world of public relations – the world of ‘spin’ with Gruen Transfer host Wil Anderson and panelists Russel Howcroft and Todd Sampson.

“Persuasion is persuasion,” says Sampson, pointing out that the techniques used in PR and damage control are not dissimilar to those used to persuade consumers to buy a product.

Topics will include a proposal to run an ad during grand final week asserting that footballers should not be role models, the rebranding of Rupert Murdoch and a pitch to persuade Australians they hate the Melbourne Cup.

Tonight’s episode will focus on the political survival of prime minister Julie Gillard, described as ‘The only leader on Earth more besieged than Gaddafi’. The show will look at how she should be repositioned as a political brand but will also cover SABMiller’s acquisition of Fosters to tackle the question: How do you sell Aussie beers that are no longer Aussie? And do brands really need to worry about patriotism?

The last part of the show will ask contestants to come up with a campaign to convince Australians that they should stop expecting our footballers to be role models in the run up to grand final week for the NRL and AFL.

And for those of you miss tonight’s episode: a repeat of the show will air on Thursday at 9.30pm on ABC2 or you can catch-up with iView.

Will you be watching?

Yours in spin,
Janet

Sources: mumbrella.com.ausmh.com.au

5 helpful press release writing tips

A poorly written press release can be what stands between getting press and not getting press. It’s important to communicate your news angle clearly and draft your press release professionally – both in content and format.

1. Write like a Journalist
Your lead sentence should aim to get across your story angle, start answering the “who, what, when, why and how” and be squeezed into one sentence of about 28 words. If your press release is written in a style and language that’s natural to a journalist, you’ll have better chance of your content getting reproduced (sometimes verbatim!).

2. Develop a Newsworthy Angle
Sometimes businesses think their press release is newsworthy; but in fact, depending on which media you’re targeting, it may not be newsworthy at all. A health-related story will have better chance of getting a run in a health industry title, than say a local paper. But, tailor your press release with a localised angle and you’ll have a better shot at grabbing the attention of the local news journalist. Refer to some news angle basics: timeliness, proximity, and human interest.

3. Craft each Release per Media Outlet or Journalist
Research the specific journalist who covers the round your news item best fits, i.e. community news, health and beauty, business or entertainment. This information is often found in the credit box of the title, or located on the media outlet’s website – alternatively, just make a quick phone call. This is important to ensure your press release gets under the news-hungry nose of the right journalist.

4. Format the Press Release Professionally
Content wise, remember to keep your press release simple and newsworthy. Include a striking headline, a dateline, and contact details. Should your topic require additional background information, facts, statistics or a biography, include this in a paragraph labelled “Background Information” at the end of the press release. Stylistically, keep the press release between one to two pages. Include “FOR IMMEDIATE RELEASE” at the top left hand corner. And finally, a press release that contains images (emailed or provided on disc) is advantageous.

5. Elect a Media Liaison Contact
If you’re looking after your own business’s PR, and do not have a professional PR Practitioner, you’ll need to elect a contact person who is skilled at answering media requests. These requests may be anything from lining up an interview, issuing photographs, to providing additional information. Ensure your elected contact is briefed on the basics of what is public and non-public company knowledge.

If you found these tips helpful, and would like to uncover ways to generate brand awareness through PR or marketing activities, Brio Group can help.

Yours in PR,
Julia