News is noisy. There’s so much going on (and so much to promote) that often a simple release won’t cut it with the media, so you simply go unheard.
Here we’ve compiled our top, tried-and-true practices that can be added to almost any campaign for more angles, outlets, and opportunities – and, ultimately, more interesting PR coverage.
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Surveys & Data
Surveys and data are an easy way to snapshot trends and create attention-catching headlines, while also lending some hard evidence and credence to your message. They give real-time insight into what’s new, and what’s happening now (which is valuable to brands, media, and their audiences alike!). For the best effect, mine surveys and data for information and results that are counterintuitive, or unexpected. Surveys also naturally prompt further questions around “why?” and “how?”, which then provide you the perfect opportunity to add commentary and context that direct back to your messaging!
Papaya pointer: Get creative! Present data in a colourful and easy-to-read infographic for that WOW factor.
Influencer send-outs are a shortcut to the audience you want to reach, with influencers themselves a powerful PR tool. After all, they aren’t called “influencers” for nothing – think of them as the new editors of media. Influencers attract followers with a natural interest in their opinions, lifestyle, and the topics they stand for. Send-outs draw influencers’ attention to a product simply by putting it directly in their hands. They can then personally experience (and skilfully talk about) what makes it important, such as sharing through social media. Of course, make sure there’s an authentic and meaningful connection between your influencers and any promotion!
Papaya pointer: Encourage influencers to get creative with how they show off your send-outs!
Ambassadors give media unique access to experts and informed insights. They add a notable name to a campaign and can be used to create multifaceted PR. They’re valuable in the contribution of original content, such as quotes or personal anecdotes. Remember that exclusives are always the most sought-after – if your ambassador is a chef, can they cook-up a new recipe that only you can promote?
Papaya PR engaged renowned Australian chef, restaurant owner Lennox Hastie, who featured in the “BBQ” episode of Netflix’s Chef’s Table documentary, as the ambassador for National Barramundi Day 2020 for the Australian Barramundi Farmers Association. Lennox’s fame and experience helped score even more interesting and varied PR for the campaign. Papaya leveraged this partnership to reach audiences such as chefs, restaurant owners, wholesalers and suppliers, and the attention of large-scale media which directly spoke to consumers (through coverage in Daily Telegraph, Good Food and 9 News – just to name a few). Papaya worked with Lennox to not only to raise the visibility of Barramundi, but to also educate and excite. The campaign’s value was increased by not only positioning it as a dish, but as the most Australian of all Australian fish!
Papaya pointer: Put a face (or why not a fish?) to the client – it worked for us!
Brand Partnerships & Activations
Brand partnerships innately create “new news”. They offer an instant refresh, and an innovative angle that is newsworthy in and of itself. A relevant collab means more content and broader relevance. When balanced, partnerships will also bolster each brand’s own individual messaging.
Activations, typically held in the form of events, are the opportunity to create a “world of” experience through immersion and interaction. All the details of an activation should reflect your message (yes, even the background music), so that people aren’t just seeing a singular promotion, but experiencing it 360, and becoming part of the client’s world. They’re an opportunity for holistic communication, and perfect for giving your guests social media sharing moments.
Papaya pointer: Partnerships and activations are extremely effective – apply them to campaigns, services and brands that can be delivered to the doorstep (literally) of media.