What well cover

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(No Transcript)
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What well cover

• A Introduction
• B Understand the differences between mediums
• Print Television
• Radio Online
• C Understand what journalists really want
• D Understand how to give them what they want,
  then keep on giving...
• E But why?

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Introduction

• Opportunities for media exposure can come from
  many different directions including
• Tourism NZ
• HB Inc
• Direct contact from journalists (including
  freelancers)
• As a direct result of pro-active activity by
  you
• Its a win/win situation they get the editorial
  they need and you get the exposure you want.

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Presenters

• Amanda Sye BA, Dip Tch, Post Grad Dip Journalism
• New Zealand Herald Outstanding Journalist of the
  Year
• Amanda Sye is the founder and director of The
  Ahuriri Group Limited, which owns No 9 Marketing
  Design and PrintStop Napier City. Both
  businesses operate out of a restored woolstore in
  Napier, offering an impressive one-stop-shop
  for clients with a local, national and global
  focus. Amanda and her talented, enthusiastic team
  provide a creative, high quality, cost effective
  integrated 'end-to-end' service for businesses
  seeking expertise in marketing, advertising, PR,
  design and print. Amandas previous experience
  helped form the successful foundation for her
  current business interests. After completing a
  post-graduate diploma in journalism then
  accepting the New Zealand Heralds award for the
  Outstanding Journalist of the Year soon after,
  Amanda worked as a magazine journalist before
  specialising in marketing. These days Amanda
  continues to write for various publications to
  keep her journalism skills strong. Her work has
  appeared in respected publications including
  Taste, Next, Dish, Cuisine, NZ House Garden,
  Her Business, NZ Herald, Napier Life, Urbis, NZ
  Womens Weekly, Australian Womens Weekly, Jolie,
  Inspirations, Your Home Garden, Tearaway, North
  South and many more.

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Presenters

• Helen Shea
• Qantas Media Award New Zealand Radio Journalist
  of the Year
• Almost two decades in journalism means Helen Shea
  understands how the media works. She spent more
  than 15 years working in the industry as a
  newspaper and radio journalist, and currently
  keeps her skills honed hosting a weekly interview
  show called Chatroom which airs on Television
  Hawke's Bay and nationwide on Stratos on Sky89.
  In 1999 Helen won a Qantas Media Award for her
  Radio New Zealand coverage of the Ben Smart and
  Olivia Hope disappearance in the Marlborough
  Sounds. In 2003 she was named New Zealand Radio
  Journalist of the Year, a prestigious accolade
  made even more special as she was the only
  provincial-based finalist. Helen moved into
  marketing in 2004, when she became Director of
  Programming and Marketing at Radioworks Hawke's
  Bay, a role where she was responsible for the
  on-air announcing team and promotions for
  Radioworks' stable of stations in the region. A
  stint in local government as Communications
  Officer for the Hastings District Council was
  completed prior to her appointment as media
  specialist at No 9 Marketing Design, a role
  that mean regular liaison with journalists
  nationwide, and preparation of material for
  publication across all mediums.

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Introduction

• We dont want the same old thing we have
  already read about. We need a new angle.
• CLAIRE MCCALL, Editor of REAL Magazine
• (Former Editor of Next, NZ Home Garden, NZ
  Home Entertaining, Inspirations and Jolie)

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Understand the differences between mediums

• Although all journalists want a good story,
  whatever their medium, the unique differences
  between print, radio, television and online
  requirements are significant.
• PRINT TELEVISION
• Newspaper Stories
• Magazines Interviews
• RADIO ONLINE
• Stories Stories
• Interviews Photos

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Understand the differences between mediums

• I look at the storys relevance to my
  readership. I also look at the angle to seeif it
  is just a plug for the company featuredor is
  actually a story that will inform orassist my
  readers.
• GLENN BAKER, Editor of NZ Business Magazine

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Understand what journalists really want

• Journalists are looking for a unique story.
• If they are a local journalist they are looking
  for a local angle.
• Trends and specific examples are extremely
  useful.
• Remember they also love getting the dirt.
• Make sure freelancers are not freeloaders!

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Understand what journalists really want

• Every travel story needs a unique angle, and
  every journalist in a new region is searching for
  one that is interesting enough to warrant
  relaying to a reader.
• JEREMY HANSEN, Editor of HOME New Zealand

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Understand how to give them what they want, then
keep giving

• Journalists want to know what makes you
  different, and how that difference will be of use
  to them for their publication.
• There is plenty you can do to develop long-term,
  meaningful relationships with media.
• There are other factors that might make them more
  receptive to you, or not

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Understand how to give them what they want, then
keep giving

• Here at ACP, from the publishing director down
  we loathe receiving over-packaged promotional
  materialyou would be surprised how hot under the
  collar people get about thisso my advice to the
  local business community would be go eco guys.
  Well bemore receptive to your products if you
  are.
• CAROLINE COURTNEY, North South Magazine

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Understand how to give them what they want, then
keep giving

• Long before they arrive
• Read/watch/listen/view target publications
• Identify diverse story angles that will appeal
  to specific publications
• Develop material to showcase your strengths and
  differences
• Know key facts about the region

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Understand how to give them what they want, then
keep giving

• Every interview subject should be prepared to be
  a generalist an expert not only in their
  particular field, but prepared with personalised
  comments or preferences about the region as a
  whole, eg I love it here because.
• These comments are often used byjournalists to
  stitch a story together and means theres a
  greater chance of getting mentioned in a piece.
• JEREMY HANSEN, Editor of HOME New Zealand

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Understand how to give them what they want, then
keep giving

• I always look to see if there are an
  accompanying high resolution photos. Chasing up
  images can be time-consuming and I rarely run
  material without an image.
• GLENN BAKER, Editor of NZ Business Magazine

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Understand how to give them what they want, then
keep giving

• Before they arrive
• If possible, make contact with the journalist
  prior to their visit.
• Prepare a media pack
• Decide who is the best person to host media
• Decide what your key messages are
• Be clear on whos paying for what, and what you
  are likely to get in return

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Understand how to give them what they want, then
keep giving

• We love being asked ahead of time for the sorts
  of things we might be interested in seeing rather
  than being landed with an itinerary that doesnt
  work for anyone (participating businesses
  included!)
• Editor, food lifestyle magazine

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Understand how to give them what they want, then
keep giving

• When they get here
• Be welcoming
• Be on time for site visits, interviews,and
  excursions
• Be well prepared

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Understand how to give them what they want, then
keep giving

• Each person a journalist meets will need to
  clearly explain not only their business, but how
  it fits into the context of the region as a
  whole. Remember that much of what is self-evident
  to someone from Hawkes Bay will not be clear to
  a visitor you almost need to explain things as
  you would to a foreigner.
• JEREMY HANSEN, Editor of HOME New Zealand

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Understand how to give them what they want, then
keep giving

• While theyre here
• Be helpful what else might they want or need
  to enhance their visit
• Make sure they have everything they need
• Go the extra mile how else can you enhance
  their stay in the bay?

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Understand how to give them what they want, then
keep giving

• The most valuable information that journalists
  use in stories often comes from comments that
  arent part of the formal interview, when they
  ask their subject where they hang out in the
  weekends, what their favourite wine label is,
  whos who in an area, and so on.
• JEREMY HANSEN, Editor of HOME New Zealand

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Understand how to give them what they want, then
keep giving

• With an itinerary, I always appreciate having a
  good stretch of free time in which I can go off
  and do something on my own (again if Im
  travelling in a group) because you dont know
  until you get to a place what will take your
  fancy. I have found a travel programme so tight
  that its difficult to slip away to pursue an
  idea that may suddenly pop into your head.
• CAROLINE COURTNEY, North South Magazine

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Understand how to give them what they want, then
keep giving

• Before they go
• Make sure you have their full contact details
• Make sure they are happy for you to keep in
  touch
• Let them know they are welcome back any time,
  as well as their colleagues

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Understand how to give them what they want, then
keep giving

• Some aspects of the trip may not make the cut
  (ie appear in the final story), and some will and
  there arent any hard and fast rules around what
  does and what doesnt, especially as you can
  often have a group of journalists from very
  different titles and therefore looking for very
  different story angles.
• Editor, food lifestyle magazine

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Understand how to give them what they want, then
keep giving

• After theyve gone
• Follow up with a call or an email
• Check if there is anything else they need
• Dont ask to see the story before it is
  published, but be available for fact-checking
• Understand and accept the media exposure you
  may get as a result of the media visit may not
  meet your expectations, but sometimes it may
  exceed them

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Understand how to give them what they want, then
keep giving

• Its about being open and approachable and
  available for follow-up calls (which are often
  being made right on deadline, so should be
  answered promptly!).
• JEREMY HANSEN, Editor of HOME New Zealand

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Understand how to give them what they want, then
keep giving

• Long after theyve gone
• Dont become a stalker, but keep in touch
• Add them to your newsletter database (ask
  first!) and keep them up-to-date on your business
• Send them your media releases
• Add them to your Christmas card list
• When the story appears, thank the journalist
  involved via a card or email
• Create some of your own news about your success
  add it to your website, include it in your next
  newsletter, add it to your clippings file

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Understand how to give them what they want, then
keep giving

• Journalists like to get an insiders view on
  whats happening in a region get the lowdown
  from in-the-know locals as this saves time when
  time is limited. They dont want to do a story
  thats already been done fresh, quirky angles
  are appreciated.
• JO BATES, Deputy Editor of Taste Magazine

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But why?

• The publicity you receive following a
  successful media visit is likely to have a
  positive long-term effect for your business
• The coverage does not need to be a large
  article to achieve great long-term results
• If you are not included in the initial copy you
  may be included in a future article or gain
  referrals
• Remember, there are no guarantees with
  editorial opportunities they are opportunities
  for you to make the most of!

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But why?

• It might sound like a paid holiday, but
  the reality is the local region is trying to
  showcase the best of what they have so that
  the journalist will go away and write something
  in a magazine which can create great exposure.
• Editor, food lifestyle magazine

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• Remember, the media world is a small one most
  journalists probably trained together, worked
  together at some stage in their career or are
  married to each other!