Helpful community relations: why did bec and lleyton do it at 3:15am? - pr
If you are in Australia at the moment, it is hard to miss the appointment news of idol couple, tennis ace Lleyton Hewitt and TV soap Rebecca Cartwright.
They are all over the place . . . in most important glossy gossip magazines, on TV and Cartwright has even posed semi-naked for a men's magazine.
They are being hailed as Australia's come back with to pop star "Posh Spice" Adams and English soccer hero David Beckham who have taken the world by storm as truly large-scale not public brands.
Experts accept as true Hewitt's value has quadrupled as the media's advantage in their classified lives becomes a general obsession.
But why did they wait until 3:12 am in the dawn to herald their engagement, hours after more than 4 million Australians had watched Hewitt lose the Australian Open Tennis Final?
Well, supervision your idea in the media is all about impact, reach and timing.
So what does this mean for the timing of your own media release?
Well, here are seven education from the Hewitt/Cartwright announcement that was emailed to the media at 3. 12am only hours after the Australian Open finished.
1. Maximise Momentum Brand building, strategic contacts and the management of e-mail is all about consistently being in front of your aim audience. To make a important bearing you need to keep the momentum going and maximise the instant and the public's appeal in an issue. With such a build up to Hewitt's beginning in the Australian Open finals, the media consideration was intense as he pursued his dream of befitting the first Australian to win the men's title since 1976.
"I all the time said I'd do everything to play in the first night final in Australian Open men's chronicle and I've got my chance," Hewitt said after creation the final in average determined style. Cartwright was courtside with him for the whole contest and the focus of large media concentration herself.
How can you write and pitch a media announcement that uses the momentum of a existing issue?
2. Control Off An Event Event marketing is a huge cyst area for efficient civic relations. There is no larger event in Australia for the duration of January than the Australian Open. Efficient media relations is about purposefully administration the announcement of in rank to coincide with actions like this.
Events, together with recurring ones such as Valentines Day, come up every year and the media is at all times hungry for stories with a fresh angle. Who can disregard the media-hype surrounding the break-up of Ken and Barbie?
"The 43-year association ended last February, just two days ahead of Valentine's Day. Do you think those folks from Mattel chosen that date by accident? The story made worldwide news and it didn't hurt that it was timed for the love business the media will constantly have with Valentine's Day," gossip Jeff Crilley a US-based TV broadcaster and creator of Free Publicity.
What media delivery can you pitch to time with a major event?
3. The Bearing of Immediacy This is a major driver of news values. What is news one day will be dead the next. The more close and opportune the story, the bigger the brunt and the advanced the news value.
Those that micromanaged the Hewitt/Cartwright announce worked hard to meet a deadline. Here's how it worked according to a article in The Australian newspaper by Amanda Meade on Thursday February 3rd:
i) About 12 midnight the night after the Australian Open Men's Tennis Final Hewitt proposes to Cartwright with a $200,000 rhombus ring from Tiffany's.
ii) The media assertion was drafted by Cartwright's publicist in Sydney after 1am and faxed to Melbourne's Park Hyatt Hotel, where it was official by Cartwright, Hewitt, and their managers Stephen Harmon and Justin Cohen.
iii) The announcement was issued by email about 3am to all media confirming the engagement.
The chief point was a administer was followed to meet a deadline.
So what is the best time to issue a media release? Well, it all depends on the appropriateness and news value of the story.
AAP conducted a analysis of all News Rooms in Australia last year and found the best time to send a media circulate is amid 6 and 9 am and 3 and 6 pm.
When transfer your media announce be aware of time differences.
4. Be Practical I can't emphasise adequate the meaning of being pro-active, even if it means functioning at 1am in the morning. On condition that timely, precise and important in rank because of a well-written news circulate keeps each clued-up and stops rumours. This rule applies to the whole lot from actions to corporate takeovers and new creation announcements.
5. Be Fair With a big story be fair and even-handed with all the media so all and sundry gets the in a row at the same time. Treat the media as you would like to be treated, with courtesy and respect.
6. Be Coherent Allow coherent approach by the media if it is a big story. Obviously, with such a huge appeal with Lleyton and Bec they categorical to deal with admission and maximise their big shot class by restricting contact and tying up exclusives with Canal 7 and a foremost Women's magazine. Use an agent to carry this if you are ever in this situation.
7. Aim at Your Media In some cases it is best to aim your media. AAP in its analyze asked if it is best to send the announce to a journalist or to the newsdesk - 86 per cent said to the newsdesk. This depends all the same on your connection with the media. I do advise carriage releases candidly to a reporter, in particular if it is pre-arranged and acquaintance has before now been made all through a relationship.
Thomas Murrell MBA CSP is an worldwide big business speaker, consultant and award-winning broadcaster. Media Motivators is his consistent electronic magazine read by 7,000 professionals in 15 altered countries.
You can subscribe by visiting http://www. 8mmedia. com. Thomas can be contacted candidly at +6189388 6888 and is free to speak to your conference, colloquium or event. Visit Tom's blog at http://www. 8mmedia. blogspot. com.
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