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Will You Add? - How To Create A Media Frenzy - The Mark Latham Way
In the Aircraft Charter business it is paramount to keep those aircraft busy flying people to their destinations rather than sitting on the ground waiting for birds to make nests inside the cowlings or spiders to find homes up in the wheel wells. Aircraft are very expensive and the payments, hanger and tiedown as well as other expenses such as insurance are costs that are fixed and on-going even if the aircraft sits on the ground.Therefore aircraft charter businesses must find ways to get the word out to all potential customers and prospective clientele that the air charter option exists and they are willing, ready and available. They must find
Since quitting the Labor Party Latham has stayed out of the media until high-profile interviews with the ABC's Andrew Denton, name-calling and media attacking... all coinciding with the launch of his book. Coincidence, or good PR planning?
Mr Latham gained more publicity through the media for his book from comments in interviews then he ever could have through advertising. Attracting and capitalising on the media spotlight all in a condensed period of time, particularly when there's little else in
As a business, non-profit, government agency or association manager, are you satisfied with using a collection of communications tactics to move a message from one point to another. You know, creating print and broadcast exposures? Publicity, if you will?No problem, if that’s all you believe you really need.But, have you ever thought about pulling out all the PR stops to help achieve your unit’s managerial objectives?I mean, you COULD do something really significant about those important outside audience behaviors that MOST affect the department, group, division or subsidiary unit you manage. Then take advantage of
Former opposition leader, outspoken Mark Latham has caused a stir in both parliament and the press with his recent outbursts, name-calling and frank opinions regarding his former party and colleagues.
These scandals, which have featured in newspapers and radio and TV programs throughout Australia, have brought attention to not only the disgruntled politician but also the launch of his new book The Latham Diaries.
And with all this drama and attention there is no doubt Mr Latham's publicity team are celebrating rather then panicking as sales of his book have soared.
So how does a nation-wide scandal become strong, good PR rather then a crisis?
And what makes the media tick when understanding why the release of the book created so much positive PR?
Here are my Ten Reasons why The Latham Scandal generated so much positive PR and what you can learn from it.
1. Conflict
Conflict makes the news. Mr Latham's conflict with the Labor Party, the press and direct attacks on politicians is interesting, it's scandalous and people want to read and hear his opinions and the replies from those he's talked about. Politics generally is about conflict and combat but Mr Latham's personal comments add another dimension.
Students of power, influence and persuasion will be encouraged to find out the reasons behind the conflict in his book.
2. Prominence.
Politicians are celebrities. Everyone knows them by name, face and role and Mark Latham has made headlines since he was appointed party leader. His character as an outgoing, outspoken politician has captured our attention. His book tells his side of the ongoing scandals in his own words. By generating a big bang with his book launch, Latham was able to bring attention to many other scandals and note they are all contained in his book, hence boosting sales.
3. Timeliness
Since quitting the Labor Party Latham has stayed out of the media until high-profile interviews with the ABC's Andrew Denton, name-calling and media attacking... all coinciding with the launch of his book. Coincidence, or good PR planning?
Mr Latham gained more publicity through the media for his book from comments in interviews then he ever could have through advertising. Attracting and capitalising on the media spotlight all in a condensed period of time, particularly when there's little else in t
Follow this step-by-step process to write and expose your news.FormatCall it a 'News Release', 'News Bulletin' or 'Announcement'. 'Press Release' sounds like propaganda.Add, 'For immediate use'. This implies urgency. It also allows them some choice on when to run it. If the news is date sensitive state 'for use before' or 'for use after'.Fax or mail? If urgent - fax. But to get noticed mail it. They get a lot of junk mail and junk fax. The fax junk looks too much alike. If you mail it you have a chance to get attention with the colour and feel of the paper. Send it on good quality paper with your logo. That could be your le
And with all this drama and attention there is no doubt Mr Latham's publicity team are celebrating rather then panicking as sales of his book have soared.
So how does a nation-wide scandal become strong, good PR rather then a crisis?
And what makes the media tick when understanding why the release of the book created so much positive PR?
Here are my Ten Reasons why The Latham Scandal generated so much positive PR and what you can learn from it.
1. Conflict
Conflict makes the news. Mr Latham's conflict with the Labor Party, the press and direct attacks on politicians is interesting, it's scandalous and people want to read and hear his opinions and the replies from those he's talked about. Politics generally is about conflict and combat but Mr Latham's personal comments add another dimension.
Students of power, influence and persuasion will be encouraged to find out the reasons behind the conflict in his book.
2. Prominence.
Politicians are celebrities. Everyone knows them by name, face and role and Mark Latham has made headlines since he was appointed party leader. His character as an outgoing, outspoken politician has captured our attention. His book tells his side of the ongoing scandals in his own words. By generating a big bang with his book launch, Latham was able to bring attention to many other scandals and note they are all contained in his book, hence boosting sales.
3. Timeliness
Since quitting the Labor Party Latham has stayed out of the media until high-profile interviews with the ABC's Andrew Denton, name-calling and media attacking... all coinciding with the launch of his book. Coincidence, or good PR planning?
Mr Latham gained more publicity through the media for his book from comments in interviews then he ever could have through advertising. Attracting and capitalising on the media spotlight all in a condensed period of time, particularly when there's little else in
Judging by the popularity of instant message programs, chat rooms, and discussion forums, it would seem logical to conclude that people enjoy interacting with one another in an almost anonymous, virtual environment. Although people enjoy the anonymity they still crave attention and relationships with other people. Sometimes, the internet is so impersonal, and cold that getting a nice email from an actual person that doesn't want your money is almost exciting.People especially enjoy interacting with those of similar interests. Why not use this to the advantage of your business? Internet marketers don't usually have anybody in their li
1. Conflict
Conflict makes the news. Mr Latham's conflict with the Labor Party, the press and direct attacks on politicians is interesting, it's scandalous and people want to read and hear his opinions and the replies from those he's talked about. Politics generally is about conflict and combat but Mr Latham's personal comments add another dimension.
Students of power, influence and persuasion will be encouraged to find out the reasons behind the conflict in his book.
2. Prominence.
Politicians are celebrities. Everyone knows them by name, face and role and Mark Latham has made headlines since he was appointed party leader. His character as an outgoing, outspoken politician has captured our attention. His book tells his side of the ongoing scandals in his own words. By generating a big bang with his book launch, Latham was able to bring attention to many other scandals and note they are all contained in his book, hence boosting sales.
3. Timeliness
Since quitting the Labor Party Latham has stayed out of the media until high-profile interviews with the ABC's Andrew Denton, name-calling and media attacking... all coinciding with the launch of his book. Coincidence, or good PR planning?
Mr Latham gained more publicity through the media for his book from comments in interviews then he ever could have through advertising. Attracting and capitalising on the media spotlight all in a condensed period of time, particularly when there's little else in
A human resource handbook serves as a manual guide of all the rules, processes and policies applicable to your employee at the workplace. If your staff needs to know leave and time policies, it should be found in the human resource handbook.If your staff needs to know information about the bottom line of the company, it should be present in the human resource handbook. If you need the medical staff's number at their fingertips, it should also be listed in the human resource handbook.Moreover, a human resource handbook should contain detailed information about the benefits that the company provides to its employees. Since most companies h
2. Prominence.
Politicians are celebrities. Everyone knows them by name, face and role and Mark Latham has made headlines since he was appointed party leader. His character as an outgoing, outspoken politician has captured our attention. His book tells his side of the ongoing scandals in his own words. By generating a big bang with his book launch, Latham was able to bring attention to many other scandals and note they are all contained in his book, hence boosting sales.
3. Timeliness
Since quitting the Labor Party Latham has stayed out of the media until high-profile interviews with the ABC's Andrew Denton, name-calling and media attacking... all coinciding with the launch of his book. Coincidence, or good PR planning?
Mr Latham gained more publicity through the media for his book from comments in interviews then he ever could have through advertising. Attracting and capitalising on the media spotlight all in a condensed period of time, particularly when there's little else in
I attended my first national convention in 1999 and didn’t have a clue as to what I was doing. I was going on the advice, “If you want to be a national speaker, you have to network nationally.” That made sense, so I decided to attend the AWC (Association for Women in Communication) national convention in Fort Lauderdale Florida. Once I got there, I didn’t know what to do. I couldn’t just walk up to people and say, “Hey, do you need a motivational speaker or a workshop?”I didn’t have the networking skills one needs to begin the relationship building process. I also lacked the social skills to connect with people. For example, instead of fo
Since quitting the Labor Party Latham has stayed out of the media until high-profile interviews with the ABC's Andrew Denton, name-calling and media attacking... all coinciding with the launch of his book. Coincidence, or good PR planning?
Mr Latham gained more publicity through the media for his book from comments in interviews then he ever could have through advertising. Attracting and capitalising on the media spotlight all in a condensed period of time, particularly when there's little else in the news has worked well to his advantage.
4. Context and Relationships
The name-calling, the back stabbing, and even personal nicknames ... it may seem petty that the man who once led the opposition would behave in such a way. But the larrikin, honesty and bluntness of Mark Latham is endearing to Australians. We like to see the raw, unguarded bloke and by relating to Australians, Mark's relationship has strengthened.
Had this happened between politicians in another country, the result may not have been as positive for book sales.
5. The Media
The interview between Latham and Andrew Denton on Enough Rope has become central in discussions and media coverage of the issue. The audience of Enough Rope are generally generation X and Y, well educated professionals with young families. This target audience echoes that of his book. By selecting his media source Latham was able to access a large portion of his target audience for his book.
6. Relevance
The context of the book is set as Labor's former leader turning his back on his party the year after a record election loss. The content in both the book and interviews is relevant, it's history being written as it's happening.
The conflict also makes it relevant to Labor or Liberal supporters. Those who empathise with Latham will read his book for his side of the story. Those who disagree with his statements or support Liberals will read it for the scandal, the inside information.
7. Personality
Mark Latham is a publicists dream. He's well rehearsed in dealing with the media and very effective in getting his message across. His interviews were clear, concise and effective at promoting his book.
8. Human Interest
Pancreatitis, testicular cancer, family problems, suicide... Latham even made references to sporting teams in his interviews. It's candid and real and endearing. Latham seemed to let his guard down completely and invite the Australian public into his mind. A connection that continues in his book.
9. Carefully C
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