Archive for PR management

DOs and DON’Ts When Facing the Media

As PR professionals we speak to media representatives all the time, but it CAN be a tricky skill to master, which is why I thought it opportune to share a few insights about what PR people should and should not say when speaking to reporters.

Bear in mind reporters often call when PR people are on the hop and inevitably when the journalist is close to deadline, and in the pursuit of a story have been known to trip up even the savviest of operators.

For this reason, once your media release has gone out – be aware that you have invited the media into your world and they may well come knocking, which is a good thing.

So, once you have piqued their interest, the people at PR Daily have done some interesting work on the key phrases PR people need to use when dealing with the media.  They were so apt and timely, I thought I would share them with you.

Things PR People SHOULD say:

1. “I’ll start on this immediately.”  When you get a request from a journalist, it must be treated as a priority task because with news, as with most things in life, timing is everything.  If you deal with a reporter’s request speedily and with accuracy and completeness it may well develop into a relationship that is mutually beneficial into the future as they may come to rely on you as a regular and reliable ‘source’ for stories.

2. “Here’s an update…”  If the story is developing rapidly, or if you are still waiting on key pieces of info, there is nothing to be lost by giving them a progress report on what information you do have, and which pieces you are still working on.  This is a good faith gesture that reminds them that you are on the case.

3.I can coordinate visuals.” With TV, print and online reporters this is a crucial extra step than can ensure that your story gets picked up while others, that might not have the additional element of an engaging visual, might not make the cut.

4.I liked your coverage of _____.” Being knowledgeable of a reporter’s ‘beat’ or area of expertise is respectful and shows that you know your stuff, and proves that you are not taking the old ‘scatter gun’ approach to contacting the media, but rather that you have put some thought into it, and are targeting them specifically, which they will appreciate.

Conversely there are some pitfalls to avoid when speaking to reporters, so for completeness here are the top 4 things PR people should NOT say to journalists

1.Did you get my press release?” For a journo, this is a total non-starter.  If you sent the media release, chances are they got it, and are calling you as a result.  They are calling you for information that is not readily available, to draw out the story and to see what unique or interesting angles they can pursue.  Have faith in the strength of your story angle but be flexible to develop it with them. And don’t beg.

2. “What types of articles do you run?” It is your job to know which reporters you are pitching your story to, and their areas of interest.  If getting your story into their publication is important, then you should already know this info before you speak to them.

3. “This is a perfect fit for you.” As well as being presumptuous, this line is unhelpful – it is not for you to decide if this is the right story for their publication. That is the role of the reporter and their editor or sub-editor.  Don’t tell them how to do their job, just help them to do it.

4. “You’ll have to be quick; I don’t have much time” Journalists work with real time pressure – it is a job requirement and a reality of every publication.  Your deadlines are not their problem, but the need for you to work with their deadline IS important.  Be respectful of their timeframe and try your best to meet it.  Be as helpful and timely as you can in providing information and check what format they require supporting materials – images, video, audio, interviews… whatever it might be.

All of the above is salient advice, and in the context of the ongoing cutbacks on the number of journalists working here in our Australian market, the need for efficient inter-relationships between journalists and PR practitioners has never been so important.  A GOOD PR firm will manage these relationships deftly and with great aplomb, thereby marking themselves out as genuine professionals.  If you need a referral to an agency like that, I think I might just know of one 😉

Yours in PR



Publicity Queen Frothing With Excitement Over Latest Front Page Scoop

Wünderbar! The entire Publicity Queen team are positively frothing with excitement over the latest front page coverage that has been secured on behalf of our client, Oktoberfest Brisbane.

On Tuesday 2 October 2012, the front cover of mX newspaper featured this very engaging and enticing image of Lauren Dashwood holding two steins of Germany’s finest lagers and wearing the traditional dirndl in preparedness for Oktoberfest Brisbane, a much anticipated cultural celebration that begins on 12 October at the RNA Showgrounds.

This is far from the first time that Publicity Queen have snagged the front cover of mX, but this coverage is a very pleasing result as we are certain the image would strike a pleasing chord with Brisbane commuters, who all pick up and read the newspaper on their afternoon commute in their thousands every day.

With only a few days left until Oktoberfest Brisbane kicks off, there is a culmination of media interest and activity about the event, including press coverage as well as TV, radio and online buzz.  In addition to covering the event, many journalists have expressed to the team at Publicity Queen their interest in attending.

This result is great news given that 2012 is the first year Publicity Queen has promoted Oktoberfest Brisbane, and the entire team are getting into the spirit of all things German as the count down begins to the opening day, including dressing in traditional garb for the big opening night.

Oktoberfest Brisbane will showcase German music and dancing, fun cultural events for all the family, as well as the finest German beer, wine and food.  The event will be held over two weekends, 12-14 October and 19-21 October 2012 at the RNA (EKKA) Showgrounds.  Tickets are selling fast, and are available for purchase online here

Hope to see you there!

Yours in PR

Email Still Preferred by Aussie Businesses

When choosing the most effective way to reach Australian business people, it seems we may neglect email at our own peril.

A study by ExactTarget, picked up by Michael Bleby of BRW has found that while social media may be the hot medium, almost three-quarters of Australians check their email first thing each morning, while only 17 per cent check Facebook first, followed by news sites (6 per cent), one’s own website (1 per cent), with Google+ and Twitter ranking last (0.6 per cent and 0.4 per cent respectively).

It appears Australians are not unique in their primary reliance on email. In the UK, 73 per cent of consumers check email first and in the US, it is 58 per cent.

The reliance on email MAY be a generational thing, as among younger users, with most 18-to-24 year-olds reported that they checked social media ahead of email in the morning.  But even within this group, those in full-time employment tended to check email first, reflecting the more formal and busines-like nature of email.

The research also reflects a surprising continued reliance on PCs for accessing messages.  As many as 74 per cent of respondents said they used a PC to read their first online content of the day, with 14 per cent using a mobile phone. A further 7 per cent said they waited until arriving at work or school to do so, and then in the evening, the use of email drops off and social media use increases.

I have found this research to be true in my own business, and have experienced that a targetted and well-written email can be a very effective tool, despite the immediacy and currency of social media.

This research also reinforces a view of mine that email and LinkedIn remain the most powerful connectors for business, while social media remains – more or less – social!

Has this been your experience, too? Write and let me know!

Yours in PR

Do You Know Who Your Buyer Personae Are?

The industry consensus is that each brand needs to have a suite of ‘buyer personae’, or differentiated identities for all of the different sorts of people who buy your product or service.  But what are the buyer personae for your brand? Do you need them? How do you develop them, and what are the mistakes to avoid?

A buyer persona is like an individualised profile for different groups of consumers who are your customers, both actual and potential.  In order to deliver strategic and targeted messages to them, the prevailing wisdom is that you develop a profile for each of these market segments, and sell to them ‘individually’, as it were.

So, how do you develop the buyer personae for your business?  Adele Revella of the Buyer Persona Institute advises that there are four key mistakes to avoid when developing your authentic buyer personae.  In general terms it seems the key is  actually talking to buyers, and here are the 4 Key Mistakes to avoid:

1. Making stuff up about buyers

To target your buyers effectively, you will need to uncover specific insights that are unknown to your competitors or anyone inside your company. This information will be so valuable that you would never post it on your website. However, it will tell you, with scary accuracy, exactly what you need to do to deliver content that persuades buyers to choose you.  The only way to gather clear, unexpected insights about how your buyers make decisions is to have a conversation with them, so make it a priority to spend a few hours a month interviewing recent buyers, including those who chose you and those who did not, and importantly discovering both why they did buy from you, and why they did not.

2. Getting sidetracked by irrelevant trivia

It doesn’t help you when developing these buyer personas to get bogged down in the detail.  You  really need only five insights:

  • Priority initiatives: What are the three to five problems or objects that your buyer persona dedicates time, budget, and political capital to?
  • Success factors: What are the tangible or intangible metrics or rewards that the buyer associates with success, such as “grow revenue by X” or a promotion?
  • Perceived barriers: What factors could prompt the buyer to question whether your company and its solution can help with achieving his or her success factors? This is when you begin to uncover unseen factors, such as competing interests, politics, or prior experiences with your company or a similar company.
  • Buying process: What process does this persona follow in exploring and selecting a solution that can overcome the perceived barriers and achieve their success factors?
  • Decision criteria: What aspects of each product will the buyer assess in evaluating the alternative solutions available? To be useful, the decision criteria should include insights both from buyers who chose a competitor and those who decide not to buy a solution at all.

3.    Developing too many buyer personae

If you differentiate your market too much then you find your marketing strategy is too segmented and becomes unwieldy and overly complex.  Set a limit on how many market personae you want to develop and make differentiations between them only if the differences are critical to purchasing decisions.

4.    Conducting scripted Q&A interviews with buyers

Although using a script when interviewing buyers seems like a smart strategy, what you are doing is actually pre-baking your customers’ answers.  Instead, have a list of core information you need to capture, and so long as you tick those off, keep the conversation relaxed and focussed on the customer, not on the information you are trying to discover.

If you are just starting the process of developing buyer personae, then you might find the tools that Ms Revella has developed to be quite useful.  She has shared with all of us (thanks Adele!)  her Core Buyer Persona Template which is a very useful tool in beginning this process.

By avoiding the 4 key mistakes in developing buyer personae, your buyers’ needs will be the focus of your marketing strategies and tactics. You’ll become so attuned to your buyers’ perspective that you will consistently impress them, confidently delivering content that answers their questions and persuades them to choose you.

Let me know your thoughts on developing buyer personae.  Is this something you are already doing in your business? Is it working for you? I would love to know your thoughts.

Yours in PR

Which Sectors Are Set to Soar? Find out here

Recently I wrote to you about ongoing pain in the retail sector, which begs the question, which are the sectors of our economy that are set for growth?

According to reporting in the Sydney Morning Herald, there are a new Lucky Seven, the new key areas of the economy that are insulated from pain as our economy transforms.

The Lucky Seven, according to the report, are:






The report explains that the sectors mentioned above are those which are forecast to grow over the next three to five years and which small businesses can profit from.  These predictions are based on both short term and systemic factors affecting the Australian economy, including commodity prices, the Australian dollar, and persistent patterns in both traditional and online retail that have remained constant over the last few years and show no sign of abating.

So, what to do if your business is not part of this group?  Take heart that such future-gazing is notoriously unreliable, and know that these market conditions are subject to change – witness talk already about the boom in mining and minerals to already be over, while the simultaneous slowdown in China as well as the very slow pick up in the US economy are potential game-changers.

Moreover, building in enhanced levels of flexibility in both your market offering and the way in which you sell (shopfront and online) will only help you to build the tools you need to tap into market opportunities as and when they emerge.  We all need to emulate the best of the Olympic spirit that has gripped the world this past few weeks – fast, agile, flexible, adaptable, and willing to change our approach no matter what the obstacle might be, short or long term.

Are you in the Lucky Seven?  What are your thoughts on these predictions? Let me know.

Yours in PR

Billabong Losses: Lessons for Retail

Billabong has today made an announcement like none ever before in its history: a loss.  The downturn in the retail sector in Australia has claimed its most formerly-profitable scalp, proving that even the giants of this sector are not immune to the seed change that has taken place in retail.

What is taking place is nothing less than a revolutionary change in the way that Australians purchase their goods and services.  I listened to Billabong CEO Launa Inman this morning discussing a whole new model for the way that her company approaches new product development.

She has decided to hive off lesser internal brands, and to consolidate the key product offering and focus on what makes and has made Billabong unique, plus when designing new lines that they make a small number and test them before pushing them worldwide through the business.  This makes a lot of sense.

She also spoke about being true to the Billabong brand, which was described so pithily this morning by another analyst as being embodied in the idea that having a ‘board’ makes your life better – be it a surfboard, a skateboard or a snowboard, that’s what Billabong was/is all about.

There is a key insight here in the power of simplicity.  Know what your market edge is, and stay true to your belief in your uniqueness.  In chasing profits, many businesses lose direction when they diversify, when in fact what they need to do is narrow in on what makes them different/better than the others, and then make it even more different/better than before.

The honeymoon for Australian consumers with Billabong is not over.  Far from it.  Cutting their overheads and zeroing in on what it is that they do best, better than any other lifestyle and leisure retail brand, is the path back to profit.  Because when you buy a Billabong shirt, you are buying part of a dream that is wrapped in sun-drenched days, surfer cool and ‘carving it up’ on whichever board you choose.  That is an intangible brand value that has been somewhat lost, but not irretrievably so.

For retailers who are pondering in alarm about the future, the multiplicity and variety of retail point of sale options is an opportunity as well as a threat, and despite the flood of poorly-made cheap imports and knockoffs, a powerful brand still has impact at the till.  With Summer only weeks away, it will be interesting to see if Australian consumers rediscover their love for Billabong, now that it has transformed from ‘local son done good’ to ‘little Aussie battler.’

Yours in PR

Newism: Building the Latest Trends into Your Content

What is NEWISM?  The lure and the appeal of what is new is… well… nothing new.  As humans we are drawn to stock in retail spaces that are in pristine condition and we all breathe in hard our new car smell, but at a more strategic level, in our current short-attention span world, the drive to embrace the ‘new’ has never been so powerful.

According to a new report by, NEWism, the latest ‘ism’, is: “is creative destruction, hyper-competition, globalism, consumerism on steroids and a celebration of innovation, all in one.”  They argue that for B2C brands it means capturing and holding consumers’ attention, and although the attention span of consumers is shorter than ever, this creates opportunities for short, sharp bursts of innovation that can pay off.  Big.

Within NEWism itself, there are several observable trends, including: creative/destruction; FSTR (faster); experience cramming; status stream; trysumers and To Have is to (H)old.  Let’s look at these one at a time…


Given more flexible market structures, new products, services and experiences on a daily, if not hourly basis, in every B2C industry, creating a plethora of opportunities for consumers.  If proof were needed of this trend in action, note that the World Intellectual Property Organisation has observed that 2 million patents were applied for in 2010, up from 1.4 million in 2000.


Everything is getting faster and FSTR, if you will.  The delivery of ease and speed as a market edge has never been stronger – witness the success of Instagram (10 million users in under a year) or Draw Something (35 million users in just 6 weeks!).  The downside is that products can go from ‘hot’ to ‘not’ at just as quickly.


The desire to tell interesting STATUS STORIES is further fuelling consumers’ never-ending lust for new experiences, especially acute in a world where so much of identity is expressed online.  Just by posting about the latest trend on social media, from a trusted referrer or source, is enough to create sufficient curiosity to drive increased traffic for a new concept/product/service.


As everything is increasingly transient, keeping one’s finger firmly on the pulse of the endless global torrent of new products and services, showing one’s connectedness and being in the know, will be an ever-richer source of social status (especially for SOCIAL-LITE consumers).  Something can never be too ‘new’, apparently and knowledge of the new is increasingly valuable and is the currency of our age.


Our new consumer environment is increasingly transparent, with everything now reviewed and rated the moment it’s created, meaning the risk for consumers of trying out something new is approaching zero.  Trysumers are modern-day market testers, working in real time, enabling consumers to experience the ‘new’ with less commitment, and at lower cost.


New consumers are embracing the trend of devolving themselves of ‘stuff’.  These days consumers rent and/or share everything (from cars to clothes to electronics), get perpetual upgrades and are always a click away from the ‘next’.  Using brand buy-backs, exchange schemes, online platforms and mobile marketplaces, it is smart to offer convenient options for consumers keen to ‘trade in to trade up’ to the new.

Paradoxically, while new has never been so hot in consumer trends, there has been a simultaneous push towards the glorification of all things retro – hence more products than ever are packaged in tins, and the resurgence of such brands as Vita-Mix, KitchenAid and the market appeal of all things ‘vintage’. Even the ‘old’ manufactured to be ‘new-ish’ looking.

So how do we make sense of this lust for both the new and the old simultaneously?  While innovation is valued more than ever, balance this with the idea that ‘heritage’ brands, known to deliver constant, trusted quality and provenance potentially have market appeal that eclipses what is right ‘now’.  In a strange way, the lust for the new also reinforces the power of the tried and true.

So what’s the take-away here?  If brands can harness the drive to innovate and share, and wrap it in the trusted values of the past, there is a winning formula here for increased market penetration across a broad range of industries.

Yours in PR

How Experiential Marketing Is Changing the Marketplace

Experiential Marketing.. what’s that all about?  Like many new phenomena it has been with us for a long time, but only now has been given a catchy two-word concept name that explains it.  Ever been to a coffee roasting house and breathed in the aroma, taken time to sample different beans and then walked away beaming with your latest purchase, only to then tell everyone you meet how amazing it was?  That was experiential marketing.

Technically speaking, according to Danielle Barclay of TRO Australia, when defining ‘experiential’,  it must clearly deliver meaningful benefits for consumers; it must be one-to-one personal interaction between the brand and consumer; it must be authentic; it must engage people in a meaningful way; it must empower a consumer to become a brand evangelist; and it must use innovation to reach the consumers in innovative ways.

The concept of providing an ‘experience’ at point of sale is not new but it is definitely amongst the hottest trends affecting how B2C retailers and service providers influence their audiences.

Many years ago the Red Balloon trend began where rather than buying an object or a tangible gift, consumers bought something less tangible – an ‘experience’, like white water rafting or a gondola ride.

This same concept has been broadened to the shopfront, where (as pictured above) consumers are invited inside the world and the vision of the provider, and given a sensory glimpse inside how their world can be transformed through the purchase of something… a 3D TV, a new apartment.. whatever it might be.  According to industry pundits, these experiences can also extend into ‘virtual experiences’, as demonstrated by the chap in the bubble as pictured at the top of this entry.

From the retailer’s side certainly there is some investment and outlay involved here, to ‘create’ the ‘experience’ that you want the consumer to try.  But this new way of selling is a natural extension of test driving a new car, or sitting on a couch in a new display home.  It gives you a tantalising vision of how this retail experience will change your life in some positive way.

Ultimately what the providers of an experiential marketing concept are trying to achieve is to recruit passive sales reps from among their new clients.  Once you have bought whatever it is, no doubt within minutes you might be Tweeting about it, put up a photo on Facebook and become their newest and least paid sales rep.  Clever!

Cynicism aside, the recruiters of ‘early adopters’ is not new, and is something that innovative companies like Apple have been doing for years.  If keeping up with the Joneses is important to you, then you will want whatever the latest trend is, or at least give up your free time to go and ‘experience it’ for yourself.

I wonder how you might incorporate an ‘experience’ into your next sales pitch?

Yours in PR



Howzat! Publicity Queen’s Blog Scores Double Century

Good morning and welcome to the 200th blog entry of the Publicity Queen blog!  Although I am not overly sentimental, I thought this milestone was worth celebrating, and it prompted to me to ponder about blogging and its future.

At this opportune moment I thought I would reflect on the previous 200 entries, sharing my personal highlights with you all, which in a neat way also mark some major achievements for Publicity Queen and my dream team who have helped me along the way.

As many of you know I’m an early adopter-uptaker of technology, and right from the start my blog was noted as one of Australia’s pioneering marketing blogs.  It’s hard to imagine now a time when we weren’t all blogging, but like any new innovation there were many who questioned the longevity of this new communication medium.  Although Twitter and other message delivery systems have emerged, blogging isn’t going anywhere, as evidenced by the proliferation of authors writing in this medium, including those among you who have made it PAY (ka-CHING!).

You may well ask, why do I still blog? Is it valuable? Is it worthwhile? Overwhelmingly I must tell you yes, yes and YES!  The more I know of business and building relationships in a professional sense, the greatest power and influence we generate is by making personal connections and sharing insights.  As my daughter reminds me “sharing is caring”.  Quite.

For me this blog is like a corporate photo album where I have chronicled all the highlights over the years, and when you’re busy, it’s easy to lose track of all that has been achieved so far.

This blog has also marked major achievements in our work including the many front covers (more than 20 now!), signing new clients, hiring new Queens, and the opportunities I have had to meet and learn from my ‘uber gurus’.  Few will forget (in particular, moi!) meeting George Clooney last year as well as Martha Stewart and many other business luminaries who have visited Australia over the years.

I have shared insights and revelations of my own based on my experiences of which business technologies work best in which environments, how best to promote our clients, and the lighter side of the PR game.

I encourage you all to delve into our blog archive and retrieve your favourite ‘lightbulb’ moment from all of those I have shared over the years, and I look forward to continuing this conversation with you into the future.

Yours in PR

Publicity Queen Scores a Howling Good Story

Publicity Queen has scored howlingly good results this week for long-time client Animal Aid, organising this delightful snap and story that appeared in Melbourne’s Sunday Herald Sun.

The story features the very young and very talented Caitlin Marks who stars in the title role of Annie in the hit musical currently showing in Melbourne, alongside Ginnie, a young Papillon-cross who is currently being sheltered by Animal Aid in Victoria.

What makes this story so appealing is the great combination of an appealing photo with a heart-warming story.  Publicity Queen is very fortunate to work with a client like Animal Aid, whose animals provide us with a never ending source of adorable photo opportunities that have assisted us no end in generating great media angles for them.

The challenge for us is to constantly think of new, exciting and innovative ways to feature our client, attracting media attention and always finding new and fresh perspectives.

What is especially pleasing is that this story came about as a result of wonderful teamwork between two of the Publicity Queen team members, one of whom developed the story idea, and the other who pitched it successfully to the Herald Sun.

Our thanks go the cast and crew of Annie the musical who helped us to make this story opportunity happen, and to Sunday Herald Sun photographer Tony Gough for taking such a great shot.

I wonder what the next big splash for our clients will be?  Stay tuned to find out.

Yours in PR

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