Monthly Archives: June 2011

Media coverage should get priority

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Prioritise media coverage over other committments

Your typical conference crowd. Worth suiting up for we guess.

When a media opportunity beckons it’s time to cancel the four o’clock by which  we mean it deserves priority. After all, media opps are too good to pass up – but often they are. We suspect it’s because the audience is invisible.  Think of it like this:  

People get excited about speaking at conferences. An audience of 300 people (often peers and the usual suspects) will justify interstate travel, preparation time, lots of interested inquiries and good wishes from management. And rightly so.

It would be frowned upon for a member of staff not to take up the opportunity or to stand in the way of a collegue getting an opportunity. And rightly so.

Question – what’s the biggest conference audience you’ve seen? 1000+ in one room at a time is rare in Australia, especially outside the medical field. 300 to 500 is typical.

Yet a media hit – say afternoon talk radio – can easily yield 25,000 people. To put it bluntly – that’d be a freakin’ big conference. Yet we see many organisations offered these opportunities pass, obfuscate, delay, dilly and dally. “Can we do the interview next week?” Aaagh.

media audience vs conference

World's biggest conference? Nope - just a typical radio audience.

Would they dilly and dally if there was a chance to speak at a conference of 25,000 people; even for only 8 minutes? Of course not. They’d be thrilled. And rightly so. Would they ask for the conference to reschedule to accommodate them? Of course not.

That’s why PR type people should have the respect to insist that their spokespeople do media; from the CEO down, unless there’s a great reason not to. Unlike conferences, media expands your influence – and they don’t come round every year. We welcome your comments.

Very direct mail

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Direct mail is a universe unto itself. Still the backbone of most fundraising programs, it’s a mix of skills, science and gut instinct. The creative must meet the right segment of the right list at the right time. If not, there’s no pretending otherwise – dollars don’t lie. The Arts Centre in Melbourne outdid itself with this effort, personally addressed to our Mayor and self-professed patron of the arts Brett de Hoedt.

Direct mail fundraising effort

Cute kid, quaintly illustrated, personally targetted.

 

Arts Centre fundraising

At 16 pages, there's quite the narrative arc.

 

arts centre

Sadly Baz Luhrmann outbid Martin Scorsese for the film rights.

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