Have you noticed that whenever you turn your TV on there’s an Aussie athlete there? Anyone would think Australia is the number 1 nation dominating the entire event, thanks to the highly skewed coverage we are being delivered from Chanel 7.
 
There’s nothing wrong with this of course, since here we are in Australia and very proud of our country - and especially keen to cheer our fabulous athletes and teams on.
 
What this teaches us though in communications-land, is that we are 100% lead and influenced by the media that is fed to us. Sure we have choices, but if there’s one major source, as we have here with the Olympics, we are invariably at the mercy of their offerings.
 
Understanding your audience or the people you are trying to win over becomes key to any marketing efforts. Sadly, there are way too many brands out there with amazing products destined to a mystery user because the owner or manager hasn’t really researched his consumer.
 
Facebook has incredible tools that allow you to drill down on your target market right to where it matters. You can direct ads to people in a particular suburb, who eat a certain food and share the same religion if necessary. And that’s just Facebook.
 
Finding the core market of any campaign is where the results will eventuate, either via digital conversions or customers asking for your product in store.  Gone are the days where companies had to place ads randomly and hope they resonated with someone who shared the same tastes and value system.
 
So there’s no excuse. PR activity, marketing materials, content marketing and so on, can be more effective than ever before.  The talent lies in realising it’s a wasted effort, unless it reaches precisely the people it’s intended for. This is how and where a campaign succeeds.
 
Back to Rio and would you believe it - I’m watching the Beach Volleyball :) 

It’s as easy as 1, 2, 3
 
We all know that the world of public relations and marketing changes by the day with the substance of influence, almost just as fickle.
 
Here’s what I’ve found most recently to get results, if you are looking to gain some media attention.

1. Slip into their shoes.  Try imaging you’re trading places (remember that movie?) with that editor and get a feel for what might make their workload lighter. Is it fresh content they want? Is it an exciting headline, or maybe a reference tool? It will of course depend on the publication and the product or service you are selling, but there is absolutely no point in doling out worthless information that does not relate to their audience. It might seem obvious, but still happens every day!
   
   
2. A word on press releases.  They still do have a place and are more than ever, a crucial introduction to your piece. Ensure that you tell your story in the first paragraph. People no longer read. No one has the time to sift through passages of beautifully written text. Just give it to them up-font. This is sometime a hurdle with the client, as they often like to keep their ‘promise’ secret. That strategy is very last century!
   
   
3. Quality over quantity. Avoid the scattergun approach with a generalised cover email and forwarding the release to anyone covering your chosen beat. Copy + paste relevant information and personalise your message, paying attention to the format and font. I cannot emphasise this enough. How many times have you been sent a pitch of some sort that has been pasted together from different sources?  How did that make you feel?

 
Follow these guidelines and you’re well on the way to cutting through a busy inbox. Just copy and paste onto a sticky and keep on your desktop:
 
STAY RELEVANT - SHORT + FOCUSED - TAKE AIM ON CHOSEN TARGET
 
 
 
If you need any assistance I’m here ready to help.






If you are struggling with the frustrations this crazy, challenging weather has been throwing up at us lately, consider the following. A lot can be accomplished without the need to rush around from meeting to meeting, not to mention getting drenched in the process. How lucky are we to have access to the world in the comfort of our homes or offices? Power permitting, of course!





DO

1. Rethink your target end user. Who really is buying or wants to buy your product? So often we filter this knowledge with our own value system, so maybe it’s a good time to look at your customer with fresh, objective eyes.
2. Follow up all leads and outstanding messages. Let no prospect remain unanswered. 
3.  Clear the inbox, get rid of flagged items, file important messages and empty the trash. You will feel so much better after a good clean out.
4.  Promote from your desk. Get inspired! Send out a newsletter, blog, post, tweet – whatever your customer gets turned on by. Just do it!
5. A few sets of push ups to keep warm and get the blood pumping.
   

 
DON’T

1. Keep visiting the fridge.
   
2. Divert to a sneaky episode of Game of Thrones or funny YouTube you have been meaning to watch (unless it’s lunchtime and you deserve a break).
3. Get stuck on social media, spending unnecessary hours, liking pictures of people’s dogs.
4. Hanker for a better day. Carpe Diem! Now is the time, use it wisely and enjoy the luxury of more time to do, what really needs doing.
   
5. Take a nap.
   

I just was listening to a webinar during my lunch break, given by Jeff Goins, blogger extraordinaire, who effectively deciphered the art of the written word, as relevant to marketing platforms today.

I’m defined to be an Enneagram type 7, so the act of listening actually presents a bit of a challenge to me, and I find it hard to stay focused.

However, one little gem that did resonate with me was his descriptive phrase “Cut the Fluff”. To add some context in the PR world, and simply put – we would all benefit from making every word count.

Story pitching, press release writing and PR content have a particular writing style and only too often do I meet with clients and are handed read press releases that have been ‘lifted’ from overseas press kits or marketing manuals. It might seem like a great way to save time and money, but if no one reads these vital documents or the message is confused, certainly the end results will invariably, be compromised.

These days, it’s more important than ever to cut through with a clear message, given the over-cluttered content explosion we are bombarded with on a daily basis. Yes, pictures speak volumes but words just seem to stick.  It is the words that journalists need, the words relay the message and if the words are irrelevant, the editor either becomes confused or loses interest.

So, it remains true to say, the humble press release continues to reign high in the communication stakes. Seemingly simple, a good press release can open or slam doors. You just need the right words. 

Can creating a new brand possibly be that easy? Well, recently we proved that from a nameless product, we launched a full-fledged brand with identity, website, endorsement and a market for it!

1. Naming a new product is crucial to branding. Check all the abbreviations, connotations and associations, before registering a name.

2. The importance of graphics cannot be stressed enough and are key to good branding. Nobody wants to buy a product that doesn’t visually appeal to them; let alone a beauty or health item. Graphics need to be consistent and reflect your product’s image on every piece of material.

3. Create a website. This will be the heart for your brand, a go-to place for anyone needing information, pricing, availability and shipping details. The style of website will be consistent with the brand’s identity and graphics.

4. Social media platforms such as Instagram, Twitter and Facebook need to feed back to the website and again must reflect the identity of your brand. The content posted needs to be relevant, informative and interesting to your market.

5. If you can find a personality to endorse the brand or if you can align with a cause or organisation, your brand will receive greater integrity and kudos. If this is not possible, try to find a specific marketplace where you can promote your product. This could be via an event, through sponsorship, or at an expo or trade fair.