Here is a very simple four step guide for how to aim for coverage:
1) Zero in on not just a media outlet, but a page/section/segment/column/etc. that is relevant to what it is you do. For example, if you sell baby clothes then the Baby Steps page in the Sunday Herald Sun is a good place to target.
2) Come up with an angle that is relevant to your product but most importantly, is of interest to the readers of that page and not like an ad. Be honest with yourself here. Your angle needs to make sense on the page from a format point of view, ie. don’t pitch a feature article idea for a half page product of the week style section, and also a topic and newsworthy point of view. Let’s again use the baby clothes example. The fact you have designed a range of baby clothes inspired by your gorgeous child is NOT news. Perhaps what is news, is the fact you’ve designed a range of baby clothes that grows with baby and will fit them from age 0 to 3 due to some amazing fabric technology you’ve developed. Admittedly this is a particularly unique angle but you get the idea. The media are looking for angles that are unique, often quirky, interesting, entertaining and have a ‘wow’ or a ‘I did not know that’ factor.
3) Find out who edits, writes or produces the page/segment and obtain their phone number and email address. This is often as easy as reading the page in the paper. It’s only as hard as calling the TV station/publisher/etc. and asking who is responsible and for their contact details.
4) Construct a brief pitch outlining the most newsworthy aspects of your idea. Make this no longer than three paragraphs or dot points long and email it to the appropriate person or call them, explaining who you are and that you have an idea for their page/segment.

Be prepared for a ‘no thanks’ and if that’s the case accept the authority of the person you’re pitching it to and leave them to their busy day. Move on to another target. The main things to remember are that you need to keep your pitch super relevant to the specific page/segment you’re aiming to appear in and resist the temptation to make the pitch all about you. It’s not an ad remember. You’re approaching someone with editorial control with an idea that will be of interest to their audience and that happens to feature your business.

Good luck!

We currently develop online content for online shopping portal, LetsShop.com, including newsletter copy, have put together many an update for hardhatdigital.com.au and produced website copy for companies as diverse as auditmyfund.com.au and yumbread.com.au, to provide a few examples.

Often we’ll develop a content/upload schedule, get on the blower with the client for a 3 minute topic brainstorm when the time is right, and from there we produce, upload/submit (following approval protocols where necessary) and your content development woes are over.

Be in touch if you think this is a hole we can fill.  And remember, if your needs extend to web design and development we can also be of service in that regard.

Sally

LBMPR has had the pleasure of working with Vermont Australia over the last few months.  Divine floral arrangements that amazingly last 6-10 years and are attracting some great media coverage.

The University of Melbourne contracted LBMPR to coordinate last Friday’s Health@Melbourne Expo.  The event was a huge success with masses of prospective students through the doors and a very high level of engagement from relevant Schools and Partners.  Congrats to all involved.

We have the pleasure of working with Falcone Hairdressing to raise their profile and attract new business, kicking off with a fabulous launch event for the St Kilda salon last Wednesday.  A great time was had by all at this glittery soiree.

An inviting and progressive company ID and website was developed for Audit My Fund.  One of our most succinct and striking sites to date.

North American-based Invoice Discounting franchise system, the Interface Financial Group, has become a long-term PR client and is benefiting from our business and finance media relations work.

Not to mention seven additional corporate ID, collateral and website projects currently in development, and a myriad of other projects already under out belt this year.

It’s been a thriving 2010 so far.  Thanks to the growing army of LBMPR talent and wonderful clients who make it all happen.

Until next time (and with the best of intentions that will be sooner rather than later),

Sally

Kudos to Hard Hat Digital for their supreme web design and development skills by the way.

Contact Sally with any copy briefs…

Peace out.

What a great gadget – because we all know the best ideas come when you’re in the shower.

May 2010 be an idea-filled, productive and joyful year for you!

Sally

PS – LBMPR has no affiliation with the product featured at the above link. We just think it rocks!

A quick post which might come in handy for the business operators out there.  A LBMPR client, Interface Financial Group, has recently started operating in Australia and offers a fantastic Invoice Discounting service where you can get paid for invoices raised within 24 hours.  Very handy during the cash flow-straining holiday period!

Read about this service and other tips for preventing the holiday business slowdown in this Anthill post instigated by LBMPR – http://anthillonline.com/top-5-business-tips-for-surviving-the-holiday-slowdown/

Best wishes for a cash-filled Christmas for your business!

Sally

Start 2010 with a fresh new nook for your business for just $2,950 (ex GST)

A quick thought/tip.  Small business owners/managers have so much to take care of that it becomes quite easy for the company brand to slip.  Think of all the new documents and other various touch points (webpages, accounting documentation, new offices, new email accounts, etc.) that are churned out of your business on a daily basis.  Is your brand reflected consistently across all of them?   Probably not.  I mean, who has time right?  You need these things in operation and you need them fast.  It only takes one, then two, then three of these touch points to reach into the world brandless or poorly branded and your brand is slipping fast.

Easiest way to prevent this?  Pick three branding elements that must appear on every touch point and check them off (even just mentally) each time a new item is created.  That goes for everyone in the company.  Nobody’s perfect and littleBig Marketing & PR has had it’s slip-ups but to give you an example, for the production of any visual mediums our three items to be checked are:

1. Does the logo appear?
2. Is our company font used?
3. Is the company ‘tone’ conveyed?

There are always going to be exceptions to the rule (for example, some email applications won’t allow an image/logo to be displayed) but three, easily indoctrinated checks will go a very long way to ensure your brand doesn’t slip through the cracks.

Hoping this reminder helps keep you on track…

Sally

Just a quick post to have a brag about some of the lovely events littleBig Marketing & PR has rolled out over the last couple of months.

In early September we helped fabulous Melbourne eatery, Bistro Flor, kick off spring with a glorious dinner party for their most loyal customers, food media and Melbourne fooderatti.  The food was delicious of course, the company was lively (impromptu palm readings from a guest!) and a great time was had by all.

This month we facilitated a networking breakfast and trends briefing for Melbourne’s interior design industry on behalf of the divine Keeki Gallery.  Stephanie Powell, Senior Stylist at Home Beautiful, illuminated the crowd with her fascinating observations on upcoming interiors trends and guests enjoyed a delicious breakfast from the creative team at Aded Flavour catering.

Also this month we worked with The Harridge Group to help a group of inner-city proffessionals learn how to ‘Make their money work as hard as them.’  The information session was extremely informative and entertaining and the RACV Club provided a stellar venue and catering, not to mention the beautiful champagne provided by sponsor, Laurent Perrier.

Talk about a diverse set of events!  All a pleasure to pull together…

Best of luck for Derby Day and The Cup all!

Sally