Monthly Archives: April 2012

Old story, well timed, equals media bonanza

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Here’s a great truth for those seeking media coverage – the media needs you. Without publicists just like you, journalists wouldn’t be able to fill the space left between advertisements, promos, banners, songs and theme tunes. 

Truthier still; sometimes that space is harder to fill than at other times. Early morning radio bulletins are always hard to fill with fresh, timely content – just imagine getting an interview for your 6am radio news at 5.40am.

Monday is harder across the board as less happens on weekends and contacts are harder to reach. Public holidays – especially a four day weekend such as Easter – are harder than most. Little is happening, yet media outlets have weekday programming / papers to fill. Awkward.

PR training Australia

Bingo! Add in radio and TV coverage and you have a superb result.

That’s one of the reasons why Alzheimer’s Australia was able to score such huge coverage of its report into the aged care sector and its treatment of people with dementia. (See Google results left.)


With no parliament to cover, stockmarket to report on nor corporate news, the opportunities for a story on aged care rises exponentially. Incoming calls from publicists to media dropped 90% on Friday, meaning less competition. Kudos to the PR folk at Alzheimer’s Australia (AA) for knowing this.

Really smart tips to take advantage of this whole time-space continuum thing: 

Look ahead at the calendar – when is the next sleepy public holiday / long weekend? Can you create a story angle that relates to the holiday? (If not; don’t fret, AA wasn’t able to connect to Easter and it didn’t hurt them.)

You will have to do / release something on a certain day to tie your story to a certain date. That date is often entirely arbitrary and selected to maximise coverage. Eg: AA chose to release its report on Easter Monday April 9 yet, as far as we are aware there was no need for this beyond the desire to benefit from a slow news day and little competition.

Start pitching early as journos can be hard to reach around public holidays too but have an embargo in place.

Mention in your pitch that the story is embargoed until a certain holiday or slow news day but don’t make too much of it unless you know the journo well. Eg: “Professor Expert from the UK will be available to talk to media on ANZAC Day April 25…” Let the journo think to herself: “Oh goodie – slow news day.”

Offer to pre-record radio news grabs the night before, for use early the next morning. This is a Godsend for radio journos who looove to have a fresh story or two “in the can” for those hard-to-fill early morning news bulletins which are in fact the peak listening times. This tip is GOLD any day of the week. Email us when you use it and tell us how it worked.

Similarly, pitching a print story that can be written on Sunday for hard-to-fill Monday newspaper editions is a smart move.

Want more media coverage?



What SEO tactics really work?

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Nonprofits rarely spend enough energy on gaining better search engine results. Printing brochures and creating static displays at libraries are all very well but may not gain as many new donors, volunteers, members and participants as a page one Google ranking.

how to get better search engine results

Pick an option and get to work.

But how does one go about such an achievement aside from taking a SEO Savvy 101 webinar?

Well for a start, learn the options you have at your disposal. Then pick the best options, by which we mean the options that yield the best results for the least effort. This Marketing Sherpa graph is very telling and much appreciated.

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Reading list April 5, 2012

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With App Savvy 101 fast approaching we thought it an opportune moment to peruse some mood management apps that organisations are creating.

copywriting advice

The anti-Hootville: communications for evil; not good.

Campaigners and communicators need to persuade, cajole, empathise – then get what they want. Who better to explain the dark art of rapport building than famed conman Victor Lustig?

Think you know a thing or two about email marketing? How many of these terms do you know? More importantly how many of these issues are you across?



Two good bad examples.

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Whenever we deliver media training to spokespeople anywhere in Australia we make one thing perfectly clear – examples RULE. One common weakness of spokespeople of all varieties (and experience) is waiting too long to deliver an example to illustrate the point. Even worse; examples are often omitted from the interview entirely.

speaker training - examples

The future: two refridgerators deep in conversation.

Why are examples so special? Well, if rational, reasonable arguments were enough, you’d be out of work and living in a perfect world. After all, we’ve all been told to read to the kids, lay off the booze, and turn off the lights a thousand times but it ain’t enough. Reasons are rational. Examples help connect emotionally and help persuade and cajole.

Also, concepts can be fuzzy – examples clarify.

You must spend time developing rock solid, slam-dunk examples before you meet the media. Examples must be broad enough to appeal to your audience and rigorous enough to withstand some skepticism.

Sunday April 1 on RN’s Future Tense we heard a spokesperson miss the mark. Mary-Anne Williams of the University of Sydney was talking about IBM-funded research investigating how appliances might automatically ‘talk’ to each other in the future, creating better outcomes for us humans. (We’ll just settle for our personal jetpacks, thanks.)

It’s all about IBM’s supposed vision for smarter cities and a smarter world. This concept is called the Internet of Things. This is a cutesy curiosity-inspiring title.

Is it clear to you what the whole Internet of Things concept is all about? Probably not and that is where Mary-Anne’s example could have helped. So what did she say to inform and inspire?

“We’re building a framework such that these devices will be able to communicate with one another. They will be able to ask each other what state they’re in. So the car will be able to ask the refrigerator if the [fridge] door is open or closed, and the refrigerator will be able to ask the car where it is right now. Is it parked near the office, is it going past a 7/11—things like that.

 Hmmm…anyone hungry for this brave new world? Everyone at least understand it? She continued:

” I mean is it useful if your refrigerator contacts the car or emails you on your mobile phone to collect milk on your way home?” Well frankly – probably not and this certainly isn’t the sort of thing taxpayers expect universities to be researching. Isn’t this the domain of some app developer in San Francisco or Bangalore or the Sunshine Coast? Doesn’t this sound twee, trivial and bollocksfull? That whole fridge-will-know-when-you-run-out-of stuff has already been around for two decades. Surely there is a better, stronger, more robust example to give.

Mary-Anne did provide another example – cars could be trained to record how multiple drivers prefer their seat, mirrors, radio, temperature etc and automatically adjust when each driver takes the wheel. Problem #1 some cars already have this. #2 Isn’t this the domain of car makers? #3 Do we really need this?

Sadly the reporter wasn’t suitably skeptical to test his interviewee so we’ll never know if there’s more to this than some national airtime promoting IBM.  

Some key criteria for any example you use:

  • does it clarify the concept?
  • can enough people relate to it?
  • can it withstand rigourous challenges?
  • does it tackle some negative or false perceptions?
  • does it sound twee?

Twee instantly makes you sound weak, leaving your argument diminshed.

Hootville has recently heard a twee example too often in the world of disability and mental health. It is given to explain person-centred funding in which the client is given more control on how she spends her dollars. We have repeatedly heard it explained thus:

“The new model gives the person with a disability the freedom to spend their money as they see fit to suit them. They may spend their money getting their dog walked / a hair cut / a massage / going to the movies. Person-centred funding gives them the choice.”

media training advice sydney

Oh to be the recipient of all this lovely person-centred funding.

Everytime we hear a spokesperson give this sort of example we hear civilians everywhere emit a low “Hmmmmmm.” Followed by: “What if they all waste it on massages and facials?” Followed by: “I don’t know if this is such a good idea.”

A less twee example: “Many people need carers to prepare themselves to go out. These people find that there are not enough services working nights and weekends which is when many of them work and socialise. At the moment people with disabilities are forced to choose between services that the government funds. Under person-centred funding if enough people wish to spend their money on a late night carer service a provider might start such a service. No bureaucrat needs to fund it. New demands will create new services just like in other parts of the economy.”

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