Storylines

Surf’s up!

Do PR agencies also need to be software vendors?

In many ways, the journey of PR agencies parallels the journey of ad agencies; Both have experienced seismic shifts in how they engage with audiences. Both have had to come to terms with new, more technologically driven and channel-centric approaches to communication.

In the case of technology, generally, Advertising agencies have led the charge. They've adapted faster to new paradigms. This change has resulted in their move; their media spends now primarily on online content and adverts. They've also embraced the social advertising, content, and experiential digital models. The PR sector has also changed, embracing social media more enthusiastically than Adverting Agencies.

What journalist need

Lookatmedia™ newsroom vs. the alternative

There are two parts to the cost of an effective newsroom, and the first is the cost of not having one. Suppose you have no or an ineffective newsroom that doesn't draw in and support a diverse range of journalists. In that case, you're missing out on earned media opportunities and ways to enhance and protect your reputation. The second cost is the missed opportunities where journalists on deadline are forced to move to other sources for their stories simply because your PR team lacks the resources and time to meet journalists' real needs.

Not too hot, not too cold

The 2022 goal of discovering newsrooms in the goldilocks zone

When astronomers look for potential life throughout the universe, they often look for planets in the ‘goldilocks zone’. These planets have a set of criteria that provide the potential for life based on the ideal distance from a star and atmosphere composed of a specific mix of gasses, liquid water, and other factors. They set these criteria based on what they know has worked on earth.

The same principles apply when choosing a newsroom or media centre solution. Newsroom solutions need to provide the right atmosphere and ideal conditions for journalists to propagate their stories. Access to pre-approved compliant collections of images and video are essential ingredients in this process.

Press Release plus

The Press Release force multiplier

Press Releases remain a central pillar of PR practices, with as many journalists finding them an essential source of new story ideas. However, they alone are not enough to cater to the needs of a diversified media landscape. Solutions like Lookatmedia™ online newsrooms are a ‘force multiplier’ for Press Release campaigns. Here’s why an online newsroom like Lookatmedia™ is an essential tool for PR departments today.

The power of visual storytelling

"Because you might tax it."

When the English prime minister William Gladstone asked scientist Michael Faraday what the usefulness of his electromagnetic device was, Faraday replied, "Someday you can tax it."
This example shows how a scientist sold what must have seemed an esoteric discovery of the time to a curious prime minister who failed to grasp the utility of electromagnetism. What's also fascinating is that this anecdote is doubtful, as it only popped up well after Faraday's death and Gladstone didn't first become prime minister until the year after Faraday died.

Measurable impacts

Permission to talk about climate change

On May 21, 2022, the Australian federal election demonstrated something important: people are willing to talk about climate change and motivated to act. Overwhelmingly the Australian public changed their focus from the economy to climate in ways that both surprised and shocked the two established pollical parties and the media.

Journalists seeking story ideas
10 Jul - 30 Jul

A Media pitch strategy that expands your journalist database

Most media pitches focus on using press releases and events to tell your story to your existing contacts. Lookatmedia™ uses a technique that achieves this while attracting and building your media contacts. Here's how it's done.

Building trust in educational institutes

Is not having an online newsroom hurting your reputation?

Does your organisation take advantage of the opportunity journalist provide you to build your reputation, or is your approach more a ‘small target’ approach? No matter how you see the media and your approach to engaging (or not engaging) with them, they have power and sway over how you are perceived.

Urgent and important

PR tools to triage your media response

The medical sector has policies that allow them to manage short term crisis and disaster responses; however, events like COVID have demonstrated that these responses become increasingly fragile over extended time frames. This is partly from a lack of access to equipment, medical supplies and the accumulated physical and medical toll paid by health professionals. It is also due to successive governments' erosion of funding and long-term investment.