Monthly Archives: January 2016

2016 media hit target reached by mid January.

January 22 2016 | Brett | Comments Off

What’s your target for media coverage in 2016?

Nice hit. Could have been yours.

United Way Australia wanted to double its coverage to 120 or so media hits. This is ambitious for a tiny organisation, that’s complex to define, with no dedicated publicist and no particular media profile. Very ambitious.

Still, we recognised United Way Australia’s media potential when we trained them on December 16. They had some projects on the ground, a fresh approach, a range of experts on staff and a passion for childhood literacy. The day was divided between Media Savvy (to gain more media opportunities) and Speak Savvy (to train spokespeople to make the most of each media interview).

You know that ambitious media target for 2016? It’s already been hit.

Since our workshop on December 16 United Way Australia has scored hits with ABC Radio National Breakfast, The Sydney Morning Herald and The Guardian. Oh – and 139 local papers nationally. Hits with Lateline, Daily Telegraph and other News Corp publications are en route. Opinion pieces have been drafted, new media relationships have been forged.

What would that be worth to you?

So what’s behind the spike in coverage?

Recognition that media coverage could help United Way Australia in its mission.
Realisation that what they knew and what they had to say was media-worthy.
Courage to get into the media fray.
Prioritisation on how time would be spent.
Strong opinions backed with real world experience.
New skills and perspective from our training along with regular use of our free follow-up coaching.

One day, much coverage.

We may have created a media monster. Good.

You should be getting more media coverage too. No more excuses.

Tagged media savvy

Lessons from Jim Carrey’s 90 second Golden Globe speech

January 13 2016 | Brett | Comments Off

His speech was as immaculate as his tux.

Mathematically speaking, giving a short, sharp speech, such as an introduction, should be much easier than giving a whole speech. But it isn’t. Actor, comedian Jim Carrey nailed his 90 seconds in the spotlight at this week’s Golden Globe awards.

Critics described it as his best work in years. There are lessons for anyone who presents. The video is below but first, here’s why it’s so damn good:

1. He doesn’t waste time at the beginning. Just two syllables, “Thankyou” by way of introduction. It’s as if he was midway through a thought and just started speaking it into the microphone to share it with the audience. That’s very TED. Yes he does give his name and credentials at the start but’s that really part of his act.

2. His approach, his tone is self-deprecating, knowing and tongue-in-cheek. This approach almost always works but gets triple points in an environment which is self-important and self-congratulatory.

3. It’s very funny – and everybody loves funny. Note: not everybody is a globally recognised comedian however much of Carrey’s humour in this instance stems from his approach. (See point number two.) For people who take humour seriously – at 20 seconds in Carrey uses an exquisite turn of phrase when he describes sleeping as “well-needed shut-eye”. Later he uses the phrase “No sir”. It is hard to explain why these phrases make his speech more funny but they do. Exquisite.

4. He absolutely connects to his audience when 40 or so seconds in he reveals his naked ambition and desire for self-fulfillment in a room of highly ambitious and presumably unfulfilled celebrities. They understand him and he shows that he understands them. Coming from one of their own, they are only too happy to have a laugh at themselves. Note – I am yet to meet an audience that doesn’t actively enjoy having a laugh at itself. You won’t either.

5. Jim is not afraid to pause. You might use a pause to let a laugh slowly fade or to emphasise an important point. Great presenters pause.

6. There is also a generous amount of eye contact to people in all parts of the room.

7. He is also wearing an exquisitely tailored tux and one hell of a beard.

Watch it yourself.

If you want to be a better public speaker investigate our Presentation Savvy workshops which are available anywhere anytime on request.

Tagged Golden Globes, Jim Carrey

PR pros should expand their media diet

January 12 2016 | Brett | Comments Off

As niche as it gets.

Many of us have pledged fidelity to a healthier diet in 2016. One secret to a healthier physique is to broaden one’s diet. You know – by consuming something beyond carbohydrates and Barcardi Breezers.

Professionally speaking, some of us have pledged to gain more media hits this year. One way to a healthier media profile is to broaden one’s media consumption.

This bizarre magazine on the left- focussing on the lifestyles of Japanese construction workers – got us thinking about the many off-Broadway media opportunities that exist for publicists.

Brett will train dozens of publicists this year and he’ll ask most of them for their media consumption habits. Some folk don’t wander beyond beyond commercial TV and FM radio – the media versions of empty-calories. Oh dear.

If you are to be a savvy publicist you need to deliberately expand your media consumption so you can familiarise yourself with new media opportunities.

Do you read the tabloids? How about the Weekend Australian including all its supplements? Ever grab a copy of the Australian Financial Review? You should as there’s some good reading there. If you’re an ABC devotee you need to turn the dial to the commercial powerhouses. Don’t worry – you just need to listen long enough to be familiar with the program, the segments and the presenters.

Many PR folk are comfortable with local media but count themselves out of state-wide media opportunities and still fewer feel they have something to offer national media outlets. Au contraire! Tip – don’t count yourself out; let the journalist say “no”.

Radio remains under-utilised in general. Hint – radio offers the most opportunities and is most likely to say: “Yes” to your pitch. And don’t forget weekend programming.

Ask yourself: Can I find ABC Radio National on the radio?

If not, you may wish consider a career change (management perhaps?) If yes, ask yourself:

How many programs on that network can I name?

There are some specialist shows about religion, foreign relations, books & arts, music, philosophy, regional life along with many general programs. RN is a sea of tax-payer subsidised opportunity. Big audiences too!

ABC NewsRadio. See two questions above.

And you do pitch to AM / PM and The World Today, right? Right?

Introverted accountant type people love to read.

Do you pitch to / consider trade publications? Some of these babies – such as Australian Human Resource Institute’s HR Monthly or the CPA’s In The Black are HUGE within their industry and might be the way into the hearts and minds of the right people. Is reaching any particular profession important to you? Every major profession has a dominant publication or website.

Free glossies: Every major city has a number of free glossy weekly magazines usually servicing more socially upward locations. They revolve around real estate but there’s editorial too.

Other magazines that are rarely considered are the membership magazines that come from insurers, automobile clubs such as the NRMA, unions, government departments supermarkets, frequent flyer and other loyalty programs and in-flight magazines. If none of these hold promise for you, quit today.

Did you ever call up radio news rooms? Not radio programs – aim for the poor suckers who put together the news. The news bulletins are the most listened-to minutes of the radio hour and – we promise – the most likely media opportunity to get you a Yes. Stations that have no news-based talk radio content may still feature you as part of their news bulletin. Huge opportunities are calling out for you on the hour every hour.

What about big online brands such as Mamma Mia or Mumbrella? These have big readerships and outsized influence with traditional media. Are there any significant bloggers or social media stars relating to your sector?

What about podcasts? Are there any podcasters who talk about your issues? Pitch to them. You’ll make their day!

What about writing opinion pieces? Thanks to publications including The Guardian, Daily Mail and Huffington Post Australian editions there is a dramatically increased appetite for opinion pieces from experts and people with insights. PS: another reason that opinion pieces are so popular is that they are cheap for publishers.

Public radio has some significant players. Melbourne is blessed with Triple R (all manner of specialist talk shows) SYN (youth affairs) PBS and 3CR (big on politics, Indigenous affairs, arts). Some of these smaller players may be a way for you to rack-up some air miles for inexperienced talent.

One day, much coverage.

If this little blog post helped you be a better publicist imagine what a magical day together could do. Join us in Melbourne on January 28 at Media Savvy. More media coverage or your money back. Book your own anytime, anywhere.