Archive for December, 2009

Publicity Train: Richard Branson: knowing his audience and seizing space

Thursday, December 10th, 2009

Space pioneers Sir Richard Branson and Burt Rutan unveiled the world’s first commercial passenger spacecraft this week. The VSS Enterprise rolled into view at the Mojave Air and Space Port, about 95 miles north of downtown Los Angeles.

Despite the bracing wind-chill factor, hundreds of people had flown in from around the world to view the craft. “Isn’t that the sexiest spaceship ever?” shouted shaggy-haired British billionaire Branson.

As I watched the news coverage, one quote of Sir Richard’s struck me in particular. Asked an (off-air) question by the U.S-accented bureau chief responsible for providing coverage for Australia, Branson replied: “I hope this technology will enable us to one day fly passenger airliners from LA to Sydney in two hours.”

Clever? Absolutely. Branson knew his audience, and was aware the reporter he was talking to would provide footage to Australian news outlets. So he provided a quote that would resonate with Australian viewers (and increase the likelihood of a TV news editor running the coverage).

It’s the first rule of media relations: what do you have to say that is of value or interest to the audience of the media outlet? It’s not about you and your story, it’s about them and how your story is of benefit.

Sir Richard doubtless had variations of the same quote for various global media. Reporter from the UK? Repurpose the quote to mention London, Heathrow.

Overall it comes down to research and planning. Knowing your message, honing in on its news value, finding the right media outlet and contact, and tweaking the information you have to suit.

Spotlight

Make your eNewsletter Marketing quick and easy in 2010. The Publicity Express ‘Done For You’ eNewsletter package takes away deadline and content headaches. You get:

· 12 eNewsletters (one a month)

· Four quarterly eDirect Mails to promote your special offers

· Professionally designed and expertly copywritten (yes, we do it for you!)

· Distributed through a state-of-the-art eMarketing platform branded specifically to you

An eNewsletter is a must-have for business nowadays. Not only is this service great value if you sign up this December (less than $80 week*) it is hassle-free publicity and PR for your business. There are easy-pay options available too.

Find out more about the ‘Done For You’ eNewsletter package here.There’s an extensive Q&A section, and you can always email me at philippa@publicityexpress.com.au with any other questions.

Put yourself up in lights in 2010!

*Based on the upfront annual subscription, excluding additional distribution fees.

Posted in Publicity, eMarketing | No Comments »

Publicity Train: Naomi Simson, RedBalloon, on Publicity and PR

Monday, December 7th, 2009

With immense marketing experience – working for the likes of Apple, Ansett, KPMG and IBM, Naomi Simson, Chief Experiences Officer at RedBalloon, wondered if she could build a brand online based on the holy grail of customer service: listening to customers and responding.

Nine years on, redballoon.com.au has now been listed in the BRW fast lists for the past five years and is also named as the #1 website by Hitwise for half a decade.

Naomi has also received accolades such as winning the 2008 national Telstra Business Women’s Awards - Innovation, and being one of four finalists of the 2009 Veuve Clicquot Business Woman of the Year Awards.

As a CEO, mother, author, blogger and a truly passionate individual Naomi continues to innovate and create new ways to do business, with PR and publicity an integral part of brand growth. PublicityTrain asked her to share her insights:

How do you rate PR and publicity compared to advertising?

“PR for RedBalloon is easier than getting an ad placed, and is far more authentic. I like to think we do our PR very well. Employing a PR professional in-house it’s an investment we take seriously. I always want to ensure we have something worth saying, so it’s an investment in terms of brainpower, time and resources.

What sort of time investment?

“It’s not short-term activity. Conducting public relations for RedBalloon is a five to ten year plan. It’s a journey that continually evolves. Today’s PR story is tomorrow’s fish and chip wrapper!”

Can you give an example of a simple, cost-effective PR tactic that has paid dividends?

My blog as a PR tactic has definitely been worth the time and effort. Having been blogging now for close to four years, I’m passionate about using fabulous content that starts conversations. It’s all a question of leveraging it correctly. The link to my blog is on our corporate website, I refer to it in all my speaking engagements, plus it’s included in the footer of our emails.

Many business owners are fearful about picking up the phone to call a reporter, what’s your experience?

“Well, I was once asked by a reporter on a national paper to comment on a topic. We met in a cafe and I took the reporter up on his offer to pay for the coffees. Later our RedBalloon PR manager told me that was the main thing he remembered about our interview. Yet he called me and asked for my time and comments, so why not pay for the cuppa? I like to remind myself that reporters are – at the end of the day – just people.

If you have something of value to talk about – and I stress that having something of value to share is the important part — there’s no harm in picking up the phone to the correct medic contact and starting the conversation. It’s amazing where it can take you.”

Spotlight

There’s still time to make your eNewsletter Marketing quick and easy in 2010. The Publicity Express ‘Done For You’ eNewsletter package takes away deadline and content headaches. You get:

· 12 eNewsletters (one a month)

· Four quarterly eDirect Mails to promote your special offers

· Professionally designed and expertly copywritten (yes, we do it for you!)

· Distributed through a state-of-the-art eMarketing platform branded specifically to you

An eNewsletter is a must-have for business nowadays. Not only is this service great value if you sign up this December (less than $80 week*) it is hassle-free publicity and PR for your business. There are easy-pay options available too.

Find out more about the ‘Done For You’ eNewsletter package here. There’s an extensive Q&A section, and you can always email me at philippa@publicityexpress.com.au with any other questions.

Put yourself up in lights in 2010!

* *Based on the upfront annual subscription, excluding additional distribution fees.

Posted in Inspiration, eMarketing | No Comments »