Advice and Resources

This section contains all the information you will need to run your own publicity campaign. Check out the links on the right.

We have our blog, a section where you can post a question called 'Have Your Say', we also give you some more information about our media lists, answer some questions you may have in the FAQs and even give you some free PR ideas.

If you have any questions at the end - or if you need some help along the way, post it in the 'Have Your Say' section and we will answer it as quickly as possible. Take a good look around, there are some gems in this section!

How does PR work?

There is no secret to running your own PR campaign. As we mentioned earlier, its not rocket science! Armed with a strong media release and a good media list, you are more than half way there. Now all you need is time and motivation!

do I need to be able to write well?

You need to be able to write reasonably well because if there's something that gets up a journo's nose, it's incorrect grammar and spelling!

will I have to contact a journalist directly?

You need to be the sort of person who is not afraid to call a journalist that you don't know and 'sell' in your product or service. We can help you with tips for this, but if you are a shy person or you simply don't feel confident contacting the media then perhaps you should consider hiring a professional on your behalf.

do I need photographs?

You will usually need a photo or two of your new product or people using your product to send out with your release. We tend to find the better the pic, the better the campaign, so it's really worth using a professional for this part. If you can't afford a professional photographer, try finding one that might like to do a contra deal with you.

Make sure that you have hi-res (high resolution) pics to hand before you start to follow up with the media. They will want them at 300dpi in order to print them in a magazine or newspaper. We recommend images of approximately 1-2Mb and jpegs are the best format.

how do I write a great media release?

You will need an attention grabbing, well constructed media release. This is normally one to two A4 pages of text and images. It needs to clearly communicate your key messages and be written as though you are speaking directly to your customer.

Make sure your writing tone is right for your target market and include a 'call to action' e.g. 'Go to www.mywebsite.com.au to see the full range' or 'Available now from X Retailer for $X.' Don't forget to include your contact details for media enquiries. This element is crucial to a great campaign.

how do I work out a good story angle?

It's pretty simple really. If you are starting out, then the fact that it is 'new' will often be enough of an angle for the media. Sometimes a great angle to use is how this product or service is going to 'help' your target market. Other ideas for media angles include:

• Is the way you run your business different to other companies?
• Have you created something that is the first of its type?
• Are you helping people make or save money?
• Is there an angle that suits the economic times?
• Have you given an old idea a modern twist?
• Is there a green/recycling/organic message?
• Can people improve an aspect of their lives by using your products?
• Is there an interesting international angle?
• Does the founder have an interesting life story?
• Are there any celebrities (local or international) involved? Customers?
• Is your product or service going to improve the lives of children?
• Is there an educational angle?
• Does your business relate to anything that has been in the news recently?

who is my target market?

It is crucial that you work out who your target market is - what kind of people will buy your products or use your services? Are you trying to reach mums of young children, people who are environmentally conscious or sporty teenage boys? Once you have determined this then ask yourself what media do they read or watch? Are they on parenting websites, reading fashion magazines or surfing magazines? Knowing your target will help you choose the tone of your language, prepare a targeted media list and refine your key messages.

how do I put together a targeted media list?

You need a great media list. It should include all of the media you would like to target with your 'news'. Cast your net as wide as you can - to an extent it's a numbers game. The more you contact, the more coverage you will get. Don't forget to include relevant websites.

email protocol

Now you just have to email your release to the media. We find that a personalised email to each person on your list is the best way to go. The media don't like to know that they are one of 50 people you are trying to reach.

We think it's a good idea to copy and paste the release into the body of the email rather than (or as well as) attaching it. A low-resolution version of your pic should sit top and centre on your email grabbing the attention of the journalist. A short introduction email should briefly explain what it is about. For example:

Hi Michelle,
I thought you might like to know about these gorgeous new African Animal kids pyjamas now available in Australia. Not only will kids look cute at bed time, but $5 from every pair sold is being donated back to the African Fund for Women in Business. The media release is below. Please let me know if you would like to feature these. I have some great images to choose from and I am more than happy to be interviewed about it.

Move through your list emailing everyone individually, rather than emailing a group of people as BCC. It takes longer this way but you are more likely to get a better response and have less chance of appearing as 'SPAM' at the other end. It will also save you 'follow up' time later on.

samples, promotions and competitions

You will find that some of the media will respond immediately. They may ask for the hi-res images or call you for a chat about it. Some will request samples of your product to have a look at, so ensure you have plenty on hand to give away. (Don't expect these back - the media generally don't return samples unless they are of very high value.)

You will also find that some of the media will ask you for a few items for a give-away. You should also allow some stock for this as it's a good way to get exposure without paying for advertising. Don't be afraid to ask what you will get in return and you can negotiate on the number of items you offer.

what is follow up?

'Follow up' is the industry term for contacting the media you have sent your release to and encouraging them to give you editorial placement. This is one of the most crucial stages of the campaign. Remember that journalists and editors often receive over one hundred emails each day. Yours can easily get lost without a little reminder. Follow up can be done by phone or email or both.

Remember NO ONE LIKES A STALKER! Do not hassle the media every day. It will only annoy them and make them less likely to do you any favours. One or two follow up calls or emails is enough. After that assume they are not interested or look for a new angle.

when to 'follow up'

Give the media a few days to get through their emails. Then always ask if it's a good time when you call and ask the person if they received it. If they are on deadline they will appreciate you asking. Offer to call back if they are busy. If they remember the release you can find out if they think it's relevant.

If you are familiar with their magazine or newspaper you might like to suggest how you saw it fitting eg. I thought it could work well in your 'cool new stuff' section. If they don't think its right for them they may suggest someone else to pitch it to. They may also tell you they will keep it on file in case something else comes up. In any case it's a great way to begin developing a relationship with the media. You might be top of mind next time they need, for example, a 'safari' product.

dealing with nuisance calls

You may find that some of the magazines and newspapers will contact you looking for advertising dollars. Don't feel pressured into it. Explain that you are doing your own PR now because you can't afford to advertise, but when your business grows and you are cashed up you will consider it.

how long will it take before I get coverage?

It often takes a month or longer before you start to see your results in the media. Most monthly magazines work 2-3 months in advance and newspapers can take at least a couple of weeks. Radio is often more immediate

collect your clippings

The media probably won't remember to send you a copy of the magazine that they feature your product in, so make sure you ask which issue it is likely to appear in and make a note in your spreadsheet and your diary to buy it.

Many businesses like to put scanned copies of their editorial exposure on their websites. It shows potential customers and stockists that you are serious about your business and are supporting it from your end. And if you know that a big circulation newspaper or magazine is running some editorial in a coming issue, be sure to let your business associates know. If you wholesale a product to retailers, they might be advised to stock up in anticipation of a big story.

thank you!

Remember to thank any journalist or editor who gives your product a plug. They don't have to and they are doing you a big favour so make sure you show your appreciation.