Media Relations And How It Can Help Propel Growth For Your Startup With Minimal Budget
In this exclusive piece by Jerico Lugo (pictured), media relations manager at SavvySME, he breaks down how media relations is helping SMEs and businesses, in general, to propel growth into the business without busting their budget.
Public Relations or PR, according to investopedia, is the process of managing one’s image, feeling about a person, company or brand. In its very essence, PR helps an entity position itself in whichever light they want to be seen in. Being a broad discipline, PR has 5 pillars— consumer relations, government relations, investor relations, public relations, and media relations. Among the five, media relations is most powerful if you want to grow the brand.
For whatever reason that may be, a new product release, merger, milestones, crisis management, etc., media mileage allows you to be seen and felt by your target audience.
The process of building and maintaining a relationship between an entity and the media is called media relations and its main goal is to tell stories through various media almost instantaneously.
There are three types of media: owned, earned, and bought (paid) media.
- Owned includes your website and social media channels.
- Earned are ones picked up by the media at no cost.
- Bought are ads you paid for.
Of the three, the first two are most cost-efficient, and although a lot more costly, the third one proved to be a worthy investment too.
In a discussion in the SavvySME community, “What are smart and low-cost PR Strategies for a Startup?” and although the question is intended to get PR strategies, the advice would only be plausible after an in-depth discussion; one thing is for sure, that media is of great part to it.
Beau Ushay, SavvySME top influencer in marketing, said: “A tough question as PR relies so much on the relationship between the publicist and media outlet, which is what you pay for — access to leverage that relationship to tell your story.” Ushay practically tells you to go build media relations as much as you can so you can easily use that connection when the need arises. He added, “Just remember, before you start putting resources into driving media attention, make sure your own assets, such as your website, are optimised to convert, so that when those eyeballs find you, you’re doing everything possible to turn them into paying customers.”
Talking about press releases, Lisa Creffield, SavvySME top influencer in video production, said that if you have a new product/service, milestone, merger, acquisition, executive appointment and such, always be prepared to release a short statement about the story, putting emphasis that it should be newsworthy. She went on and said: “Remember that the media outlet is interested in your news, not the mere existence of your company or its products.” In another case, you can also produce pieces that are of value to your audience so they feel the need to still follow you while waiting for “newsworthy” events in the company. That way, the relationship and communication with both the media and your audience would not be cut short.
Before you feel like starting your own media channels like podcasts, YouTube channels, and blogs, you might want to take a word from Paige Arnoff-Fenn, SavvySME top influencer in marketing. She said: “Instead of trying to start your own blog or newsletter, try contributing regularly to existing well trafficked blogs in your industry or newsletters of like-minded organizations reaching the same target audience as you.” This allows you to tap the audience you are targeting because they already look in those media channels. Later on, if you feel a certain level of confidence that you have built a following of your own— people who are very much willing to go to your site or channel, then you can create your own blog, podcast, or YouTube channel.
All that said, what you need to do is study who your audience is and find media outlets who cater to that group of people, build relationships with those outlets, and be in contact with them so they can help you push the word out. Leverage on relationships and save your startup from bleeding money on untargeted paid ads and unnecessary collaterals. Media relations allows you to do just that and it is time you use this tool to propel growth to your startup/business with minimal budget.
Please login with linkedin to comment
SavvySMELatest News
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Channel Factory has expanded its team by 20 per cent in Australia and New Zealand with the hire of a new sales director and five account managers. Lead image: Channel Factory new hires. New hires include account managers Renee Fox and Anna Soucek in Melbourne; Emma Sepokas, Liana Mann and Lachlan Granville in Sydney; and […]
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
Jaywing has appointed Fran Martin as senior brand strategist, a newly created role to plan and craft a wide range of solutions for Jaywing’s performance and creative clients. Lead image: Fran Martin, senior brand strategist, Jaywing. Martin joins Jaywing Australia’s growing strategy offering and will work cross-functionally with the agency’s client service, creative and paid […]
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Tourism Tasmania has once again tapped Broadsheet for its “Off Season” campaign marking the third consecutive year of the collaboration to drive visitation to Tasmania during the winter. This year, Broadsheet and Tourism Tasmania have gone bigger than ever and, for the first time, have turned the Tasmania content vertical on the site ‘dark’. In this […]
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA has appointed 303 MullenLowe to develop an organisation-wide brand definition and related value propositions for the sporting body. Once complete, the strategy will shape the future direction of all brand expression and stakeholder communications. It is the first time the agency has partnered with Netball WA, as it looks to implement a consistent […]
RyvalMedia Flies Off With RedBalloon Media Account
Australia-based experience marketplace RedBalloon has appointed RyvalMedia to helm its media duties. Lead image: Bianca Falloon, Sydney general manager, RyvalMedia. After working with RedBaloon on its Christmas and Mother’s Day campaigns, RyvalMedia took home the full media strategy, planning and buying remit. “The future of our partnership with Ryvalmedia is bright as we continue to […]
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
Ad standards has banned an ad for a plastering firm, branding it “violent” and featuring “sexual innuendo”. Bergmann Plastering’s vehicle advertisement shows its logo and the slogan “First we get plastered then we fill your holes.” Ad Standards’ community panel considered that the slogan was seen to be degrading to women. Based on a 17 […]
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
With less than a month to go, there are just a few final moving parts to the epic Cannes in Cairns, Presented by Pinterest agenda. Lead image: Adam Ballesty, CMO, GM, Growth Consultant. In case you missed it, we revealed that multi-award-winning journalist and TV host Lisa Wilkinson AM is set to join the incredible […]
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
With just mere weeks to go until Cannes in Cairns, Presented by Pinterest, kicks off, we’ve got the official sneak peek of its mainstage special guests. That’s right, the global visual discovery platform powerhouse is back with two epic keynote sessions. Grab your Cannes in Cairns tickets now, before it’s too late! “The quality of […]
M&C Saatchi Sport & Entertainment’s Steve Martin And Jamie Wynne-Morgan Sign Off From Agency They Set Up
Two of the industry’s top sports marketing leaders have officially left the agency they helped set up 20 years ago after a period of gardening leave and will launch a new venture soon. Lead image: Steve Martin and Jamie Wynne-Morgan will be launching a new venture in the coming months. Former M&C Saatchi Sport & […]
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Netflix has announced that it will be launching its own ad server and bringing its adtech in-house at its Upfronts presentation overnight. The burgeoning ad-supported streamer plans to have its own in-house adtech platform up and running by the end of next year. “Bringing our ad tech in-house will allow us to power the ads […]
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Hot on the wheels of rolling out an epic agenda, Cannes in Cairns, Presented by Pinterest, is the gift that keeps giving. Not only will record-level attendees be privy to world-class content across three tracks and a bevy of Cairns Extra dinners and VIP networking events but the fun is set to continue with The […]
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.
Zimmermann Opens An Immersive Brand Space At Iconic Paris Department Store Le Bon Marché With Amplify Paris
Zimmermann continues to pioneer Aussie fashion on the global stage. Not forgetting Tradies underpants in that comment.
Red Rooster And Four‘N Twenty Team Up To Rev Up “Aussie-ness” Ahead Of Footy Final Season
Australia's greatest culinary gifts to the world join as one. B&T unsure of the whereabouts of the lamington.
‘The Emperor’s New Clothes Are Going To Be Stripped Off’: News Corp’s Pippa Leary & Panel Of Industry Leaders Urge Advertisers To ‘Wake Up’
B&T goes one-on-one with News' MD of client product, Pippa Leary. Sadly, we got KO-d in the third.
News Corp Rolls Out Shoppable And Targeted In Time View Ad Formats
Accidentally doze off during the juicy bits at yesterday's D_Coded? No one will be any the wiser with these cheat tips.
Samsung Launches ‘Clash of Commuters’ with CHEP Network and Livewire
Look no further than this for the huge marketing potential of gaming. That & people willingly drinking Monster.
Fintech Disruptor Revolut Launches New Above-The-Line Campaign In Australia To Challenge Traditional Banking Conventions
Disruptor wants to "challenge traditional banking conventions". "We'll see about that," retorts Mr CBA, Westpac, et al.
Chris Freel: The Uncomplicated Complexity In OOH
Former UnLTD boss come oOh! sales director talks his love of outdoor (as in the ad medium, not hiking up a steep hill).
Cairns Crocodiles The Work: B2B Campaigns Sponsored By LinkedIn
B&T's shining a light on the B2B category for the coming Croc Awards. Well, more candle after the torch batteries died.
Expedia Launches Travel Shops Giving Influencers Tools To Shopify The Travel Content Experience
Travel's so popular they even have large conferences in Las Vegas dedicated to it. To prove it, B&T's there. Right now.
News Corp’s Lou Barrett On D_Coded: ‘The Penny Has Dropped… So We’ve Supercharged How Brands Plan, Book & Measure In One Place’
B&T chats with Lou Barrett post News' D_Coded event yesterday. Alas, we didn't talk the Tele's bikie gang fascination.
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...