We have heard it time and time again - how small is Perth?! It wasn't until I started my internship at Detail that the Public Relations world is even smaller. Within the context of the media - everyone knows everyone. It is crucial that you ensure that you don't step on anyones toes, because it will be known throughout Perth by the time everyone has had a chance to open their next email!
Taking this thought into consideration, you must look at the way that you liaise with different media groups when publicising an event. Due to Perth having only a couple of major newspapers, The West Australian and The Sunday Times, PR practitioner must ensure they know which one is more important to be covered in for their client.
For example, The West Australian isn't going to publish an editorial piece if The Sunday Times has already done so - and vice versa. This is where you must make your choice, and ensure you are not pitching to both publications at the same time.
With blogs being another popular source for exposing events, clients etc. it must also be understood that a small blog doesn't receive the information or interview before your most important publication does, otherwise you will lose a for maximum exposure!
For the Fremantle Festival that is coming up at the end of October we have been purely focusing on long lead magazines, which would be the ideal avenue to promote the event. It has been difficult with some publications seeing a lot of them have already spoken about the event in the past and are always wanting something fresh and exciting. This is where we come in - thinking of a new angle to pitch the event from!
Hope everyone is enjoying their prac's and I am sure if you are anything like me you would have to agree that the work experience we are getting is absolutely priceless!
Brooke x
2 comments:
Really enjoyed this post - you are so right about the media exposure for an organisation and how to pitch the right media outlet. PR is all about creative and clever ideas and hopefully you have a good team who can also contribute to some new recommendations. I did feel in my placement (which I undertook in the government) that sometimes the ideas are out dated and repetitive. This is the hardest task in PR, to always come up with new ideas to gain as much positive recognition as possible. Hopefully though, after spending some years in the profession, this task of creativity will be easier when we have some more experience. All the best, Karolina
Hi Brooke,
It sounds like you are developing your skills a great deal at your Detail Communications internship!
Learning first hand how to pitch to the media is definitely a skill worth acquiring. Developing relationships with key journalist and editor I believe is particularly important in gaining coverage. Being able to pick up the phone and pitch a story to someone you’ve built a relationship with carries a greater weight than just sending a media release.
I also agree with you in regards to Perth's two degrees of separation. The Curtin Public Relations Student Chapter hosted PR in Mining and Resources this past week and one of the major things emphasised by the guest speakers was not to burn any bridges. People talk and we all need to maintain our credibility if we have any chance in attaining employment.
I look forward to seeing some of the coverage for the Fremantle Festival.
Kind regards,
Gemma Edwards
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