Unravelling the Mystery of Successful Media Engagement
What is media? “The main means of mass communication (broadcasting, publishing, and the Internet) regarded collectively” This is a perfectly adequate explanation of what the media is, I though prefer to think of these images when thinking of media…
Because we all want to ride the media wave as far as it will take us
When we pitch we are but a small drop
In the deep ocean of media that is going to be one tough drop to find
So how do we find the wave to ride? Like most things that matter, you are going to have to build the wave yourself
Understanding modern media In todays world news is a 24-7 business With a thirst for content to fill programming from morning, noon until night Each program, broadcaster and publisher runs to it’s own beat You need to develop content that matches this beat As you do not want to end up looking like this guy
Shape it the way media wants it. Firefighters to the rescue of disadvantaged kids The Les Twentyman Foundation has been running it’s Christmas Day lunch for Melbourne’s disadvantaged kids since 1985 and this year we will be providing over 500 children with a Christmas lunch and gifts on Christmas Day, with these gifts likely to be the only gifts these kids receive this year Christmas. Such an event is only possible with the support of organisations such as the United Firefighters Union, whose members and staff have collected hundreds of gifts across both metropolitan and regional centres and they, with the help of Santa, will be loading up two antique fire trucks on Thursday December 20 at 10am at the Sunshine Fire Station, 30 McIntyre Road, Sunshine North and then will head to the Les Twentyman office in Whitehall Street Footscray to deliver them. There will be wonderful visual opportunities for the evening news with Santa, members of the MFB and children from the Les Twentyman Foundation present to help load the trucks at the Sunshine Fire Station and then convoy under lights and sirens to Footscray. Short and sharp to the point Top headline Get there quickly in the first paragraph you don’t have a big window Have an opinion in the piece with a direction Ensure Contact details are current Get it right and it will be picked up
This story resulted in national coverage across all commercial news networks of the delivery of toys The networks followed up with coverage of the Christmas party a few days later
Such coverage does not happen by accident For years we worked to position the foundation as the voice of the underprivileged through featured coverage, opinion pieces and commentary
What was the key to such successful media engagement Created content was crafted and shaped for the audience of each news outlet This content was ‘newsworthy’ & not advertorial in style We made ourselves available and ensured that we were easy to work with Whilst focused on being ‘newsworthy’ we never sacrificed our message We stayed positive on our messaging, even when discussing a negative topic When a story did not suit our messaging, we did not comment What was the key to such successful media engagement
When approaching media Know your target and understand the style of the program Create content that is suited to this style and their audience Ensure that your story is inclusive of as many groups as possible The story should be focused on the audience, not you Before sending the story in ask the question… “Is this newsworthy?” Do not assume that no response means “no interest” and always follow up
The perfect story is one that is clear in message and focused on engaging it’s audience
Randal Killip Director Profile For Media Tel: 0425 714 159 Email: randal@profileformedia.com.au www.profileformedia.com.au