Building your brand: why PR success isn’t based on one-hit wonders

Hearing a song like Mickey, Ice Ice Baby, or the Macarena may bring on waves of happy nostalgia at a party, but it doesn’t make you run out and buy that artist’s album. Instead, you’re more likely to wonder why they never managed to have another hit and where they ended up.

If you’re building a brand, the last thing you want is to be a one-hit wonder. Investing in a PR stunt or limited-time campaign can deliver outstanding short-term results only for your brand to sink back into obscurity once the fuss dies down, which can leave you wondering why you bothered investing in the first place.
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Seven ways to increase your chances of achieving media coverage

media coverage

Media interviews can help gain positive coverage for you and your company. Journalists hold the key and, if your company’s story gets published, it could lead to more enquiries and sales.

Given the importance of media coverage, it’s essential that, in a media interview, you convey your business as something worth writing about. A journalist is looking to transform the information you give them into a story, so it needs to be clear and compelling. Continue reading “Seven ways to increase your chances of achieving media coverage”

Latest benchmark results explain what’s going on in Australian PR consultancies right now

PR consultancies

Every year, since 2001, the Public Relations Institute of Australia has run a business benchmark survey aimed at helping its PR consultancy members run growing , professional and profitable businesses.

Like many industry benchmark studies, it compares individual firm performance on a range of metrics against aggregated sector results. Continue reading “Latest benchmark results explain what’s going on in Australian PR consultancies right now”

Nine tips for writing news releases that work

writing news release

Journalists are inundated with information every day, including more news releases than they have time to read.

Given the competition for journalists’ attention, you need to make sure your news release cuts through the noise.

With more than 30 years’ experience, we’ve pitched our fair share of news releases. Here are nine effective tips we’ve learned to help your news release stand out for all the right reasons:
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