From Local Business Awards to National industry recognition, professional awards can be game-changers for your business. Quite apart from being shiny additions to the reception area of your office, they're also powerful tools that can elevate your brand, bring in more customers, attract top talent, and open doors to new opportunities. But crafting a submission that stands out can be challenging, especially if you aren't a writer. Let's dive into the top tips for writing award-winning entries that captivate judges and showcase your organisation's brilliance.
The first thing I will counsel is that if writing is not your thing, don't attempt it! Get a professional in who can collate all the stats and present a submission that reflects your brand and tone of voice. If you have a good writer on board and an equally organised internal stakeholder (to chase approvals and missing numbers), then there's nothing stopping you from creating award submission magic.
The Art of Data Presentation
Your achievements are impressive, but numbers alone won't win hearts. You will need to create a compelling narrative around your data. Don't just state revenue increased by 30% – paint a picture of the impact. How many jobs did it create? What innovations did it spark? How did you do it? Showcase your talent for revenue growth and transform cold statistics into warm, relatable stories that resonate with the judges.
Meeting and Beating the Award Criteria
Think of selection criteria as your roadmap. Each section presents you with an opportunity to shine. However, don't just tick boxes. Use the opportunity to demonstrate that your approach was innovative, how it met and exceeded industry best practices, or pushed boundaries. Remember, it's not just about meeting criteria – it's about exceeding expectations.
Showcasing Impact: Beyond the Bottom Line
While financial success is crucial, judges are increasingly looking for entries demonstrating a broader impact – That might be ESG figures- the disclosure of environmental, social and corporate governance data. Or it might include employment stats, being an employer of choice and inclusivity data. Perhaps you've launched an industry-first sustainable practice or implemented a groundbreaking employee wellness program. These are the stories that elevate a good entry to a killer submission.
Sometimes Less is More
One of the most common mistakes is trying to cram everything in. I have worked on submissions where the client initially wanted a submission that read like a company manifesto - it was comprehensive but without punch. The secret? Be ruthlessly selective on what makes the cut. Choose your strongest points and articulate them clearly.
The Power of a Streamlined Process
Here's a little-known secret: the quality of your submission often reflects the quality of your internal process. Establish a streamlined approval process to avoid the common pitfall of "too many cooks in the kitchen". While it's tempting to incorporate everyone's input, this often leads to bloated word counts and inconsistent styles. Trust your writing team to craft a cohesive narrative. I like to ensure I have a single point of contact internally, and that person is responsible for the approval process. That way, they can choose whose edits to incorporate according to their internal hierarchy, and I can focus on ensuring a consistent tone of voice when I insert the feedback into the copy.
When it comes to final edits, where I am near the final word count, I like to remind clients that if they plan to add something new, they must nominate something of equal length for deletion. It tends to keep everyone on track.
Be sure to proofread your submission, especially after multiple comments from stakeholders. Delete duplication, and if you don't have an editor handy, use software to help identify any errors. I am a professional writer and still use Grammarly to proofread everything.
Bringing It All Together: The Final Polish
Before you hit submit, make sure you read your entry through the eyes of a judge who knows nothing about your company. Is it clear? Compelling? Does it make you feel proud? The best submissions don't just inform – they inspire.
Remember, it's not just about what you've achieved - it's about how you tell your story. Be clear, compelling, and, most importantly, authentic. Your next industry accolade could be just a brilliantly crafted submission away.


Image credit: Photo by RDNE Stock project: https://www.pexels.com/photo/a-man-in-formal-wear-holding-a-trophy-7005753/
First published on LinkedIn - ​https://www.linkedin.com/pulse/unlocking-secrets-stellar-professional-award-submissions-m01cc/?trackingId=UJW3%2FgHnTJeD6vLqWVX0Pw%3D%3D

This morning, I was perusing the recently published Digital News Report: Australia 2024 , published in June 2024, by the News and Media Research Centre at The University of Canberra. It sheds light on the evolving landscape of news consumption in Australia.
Given the contracting media landscape and recent publication closures, I found it a fascinating read. Apart from increased PR competition for column inches for shrinking news platforms/outlets, we (PRs) will also need to consider the changing ways Australians consume media and factor that into our PR and communications strategy.
I found several of the report's findings insightful. I will likely pull out some more interesting stats and discuss PR implications in more detail for future articles, but below are a few more salient bits.

Aussie news consumers are a mistrustful bunch.
Aussies are more distrustful of misinformation than the global average. Concern about online misinformation in Australia rose from 65% in 2016 to 75% in 2024, well above the global average of 54%. In terms of news, Trust in news has fallen to 40% (-3pp) since last year. With that in mind, audiences also find it hardest to identify misinformation on TikTok and X (formerly Twitter) and easiest on Google, Facebook, and YouTube.

Aussies aren't keen on AI for News.
Almost 60% of Australians are less comfortable with the use of AI to produce news compared to consumers in most other countries. We will accept AI to report on Sports, but reporting on politics using AI is a big NO.

Despite increasing "news avoidance", more than half of us access news daily
Reassuringly, 51 per cent of Australians access news more than once a day, a three percentage point increase from last year. I had thought that figure was dropping, so it was nice to see it growing. That said, news avoidance remains high at 68%, with weariness from the volume of news up by 13 percentage points.

Growing demand for Local News
The report highlighted the need for more local news and audiences wanting more. It said: "Local News has the widest gap between satisfaction with availability and levels of interest in it. This is especially true in regional areas." I think this presents attractive PR opportunities for small local brands where they have a local news source available to them. I am a passionate advocate of independent local news outlets that have editorial independence from the subjects of their news coverage. Local outlets are a fantastic vehicle for PR for community organisations and local businesses to reach audiences and markets.

PRs need video skills or a videographer in their network.

Audiences are tuning in to video-based formats and social media for their news, and for PRs, this signals that providing clear and accessible visual stories can help audiences understand complex events. Consumer PRs have known this for ages, but B2B PRs need to get more creative.

How we use social media for news

Facebook (32%), YouTube (26%) and Instagram (16%) are the top social media platforms for news among Australians. LinkedIn for news is still relatively low at 5%.
The report says: "Since 2016, Australians have been increasingly turning to image and video-based platforms like YouTube, Instagram and TikTok for news. There has been a significant decline in the use of Facebook for news (-13pp), whereas YouTube (+11pp), Instagram (+13pp) and TikTok (+8pp since 2020) have become popular ways to get news."
YouTube has jumped ten percentage points since 2022 (35%) for news among young men.
Mainstream news outlets are the most popular news sources on Facebook (57%), YouTube (48%) and Instagram (46%).
The use of mainstream news on X (formerly Twitter) has fallen to 49% (-13pp), and news from ordinary people has risen (47%, +10pp).
Instagram is now the top social media platform for news among Gen Z (34%, +8pp).

Gender Bias - Losing female audiences when news comes off socials
There's a clear gender bias when it comes to social media, with women using it more than men for news, primarily via Facebook and Instagram. PRs and journalists need to consider how to target this audience going forward, as news organisations will become less prevalent on social media platforms (particularly Meta) in the future.

News outlets will likely focus more on emails, alerts, and podcasts as a gateway to audiences paying for news (to reduce reliance on social media). PR professionals should start thinking of creative ways to partner using these formats.

​Given the information in the report, I will pull out some more interesting data in a later post to discuss the implications of PR and comms.

​Image Credit: Social Media Platforms for News 2016-2024. Image: Digital News Report: Australia 2024 by University of Canberra

The contemporary media environment is transforming significantly, reducing opportunities for journalists and content creators and making public relations efforts more challenging.
​
This week, dozens of jobs will be lost as the Nine-owned Pedestrian Group announced a restructure, including a plan to stop licensing overseas titles. Sadly that means the end of Australian editorial teams for Vice, Gizmodo, Refinery29, Kotaku and Lifehacker.
The loss of editorial roles is awful, but it also has implications for brand PR opportunities, as these publications are renowned for product testing and reviews.

During the pandemic, News Corp cut around 100 local newspaper mastheads, again a tragedy for the journalists working there but also detrimental for small businesses wanting to advertise or place sponsored content and earned media articles (PR) into their local paper. In 2020, Bauer Media permanently shut down eight titles, including InStyle, Elle, and Harper's Bazaar.
More recently, Seven Network, Nine Media, and News Corp announced further restructures, resulting in the loss of hundreds of editorial and other roles.

There are two ways to look at the issue for brands. The first is that with fewer journalists available to write or produce original content and more pressure on the remaining teams to make more with less,  there will be more demand for quality pre-produced or ghostwritten content to place in media, which is a win for brands and PR firms. However, with fewer titles and fewer journalists to pitch to, it's a double-edged sword.

There will be more competition for fewer available column inches, which means PRs or brand marketing teams need to develop, pitch, and produce higher-quality newsworthy content than their competitors to get noticed.
Public Relations consultants must manage clients' expectations about what makes a good news story and dissuade them from weaker stories.

Newsworthiness: Unless you work for a renowned blue-chip company with an iconic logo, your rebrand won't make the front page of the AFR. Heck, for the most part, no one outside your company will be interested. The same goes for new starter/promotion announcements. They will get traction in some industry media, but only expect tier-one coverage if your brand is renowned.
Local relevance: A media release for an unfamiliar brand issued by an offshore head office without reference to the local operation wastes time. Make sure media releases are locally relevant. If you are forced to issue a generic international release, at least ensure it's amended to Australian spelling and you have a localised covering note accompanying it, outlining the relevance to the local market.  Even then, don't expect too much coverage.

Consider other ways to reach your target audience: I think we will see a greater emphasis on social media, including Linkedin, podcasts and speaking opportunities to reach audiences. All have been extremely popular for years anyway, but the demand for quality content in that space will amp up even more (and so too will the competition between brands).

Quality human copy: While Gen AI can have benefits in terms of speed to create an article, you need to proofread it and ensure the article is fit for purpose (we can pretend no one uses it, but in truth, you can spot an AI story a mile off, and there's more of them out there these days). Please don't rely solely on AI to generate your article, and then simply pitch it using US spelling, Chat GPT format, and all. Human interest and relevance are critical to any article. Humans still have the edge on "being human", so proofread, sense-check, link-check and amend the copy appropriately. Better still, ask one of many (now) freelance journalists or PRs to craft/finesse it for you. It's what they (and we) do for a living.

If in doubt, get help:  PR consultants are often ex-journalists with a nose for news.   Now, the market is also full of fantastic newly-freelance journalists who understand the news. We know what makes good news stories and have experience pitching to media.
​
As the media landscape contracts and undergoes profound changes, competition for a smaller pool of opportunities will place significant pressure on media professionals and news sources. This will highlight the need for higher standards in news and content creation. It will also lead to a paradigm shift in how stories must be pitched to journalists from now on, with a greater emphasis on capturing the attention of a shrinking number of media platforms.

​This article first appeared on LinkedIn - 9 July 2024
Photo by Pixabay: https://www.pexels.com/photo/athletes-running-on-track-and-field-oval-in-grayscale-photography-34514/

As a small business owner, I really value staying connected with small business peers, especially when working remotely. This morning, for example, I caught up with two fantastic women I have worked with previously—one was when we were both full-time employees at a national TV network, and the other was a fellow supplier with whom I had once shared a mutual client.
At the end of one of the calls, we resolved to make it a monthly catch-up. The next meeting is already locked and loaded in the diary.
I can't tell you how enjoyable it made the rest of the day after some laughs with these two awesome small business owners.
Office-based workers often catch up over lunch or in the tea room to discuss personal and professional issues, fostering a sense of camaraderie, friendship and support. It's one thing I miss about running my own show. An online meeting with other remote-working business owners is a virtual version of these in-person interactions, providing a space for meaningful discussions, shared experiences, and mutual support. We should all be reaching out to our remote network.
It got me thinking about why we should all aim to network regularly with other small business owners. Here are some key reasons why regular online catch-ups should be scheduled in our diaries for our businesses' health and mental well-being.
Supporting Business Growth and Professional Development
Online catch-ups with industry peers provide an invaluable opportunity to share insights, experiences, and key learnings. These interactions can foster collaboration, spark new ideas, and offer solutions to common challenges faced by small businesses.
The greater your network of contacts within your local area or industry, the more likely you are to hear about new opportunities and projects. Virtual networking is no exception.
Through these virtual meetings, we can also gain fresh perspectives and stay updated on industry trends, which can ultimately contribute to the growth of our business.
Bear in mind that many small businesses rarely splash out on professional development and training, so catching up is a fantastic way to identify new trends and determine whether there's something you should be getting up to speed on.
Even if you don't have a training budget, #LinkedInLearning, #Coursera, and #Ed-X Online Learning have some great bite-sized learning modules—but without that networking chat, you might not even know about any skills gaps you might have.
Combatting Isolation
Working from home or remotely can sometimes lead to feelings of isolation and stress. Regular online catch-ups create a sense of community and support, helping to combat the loneliness that small business owners may experience. It allows us to connect with like-minded individuals, providing a vital support network for each other's mental well-being.
Engaging in online catch-ups with fellow small business owners can positively impact our mental health. It offers a platform for open discussions, peer support, and encouragement, fostering a sense of belonging and reducing feelings of loneliness or stress from remote work. By prioritising these connections, we can collectively work towards maintaining a healthy work-life balance and a positive mindset, contributing to our overall well-being.
The Black Dog Institute also has an excellent checklist for combatting isolation - initially written for pandemic isolation, but very useful for all remote workers today as well. (The link won't embed so here's a shortened link - https://shorturl.at/YvH7S)
Let's continue to support and learn from each other, ultimately striving for success in our professional endeavours and personal well-being. #SmallBusiness #RemoteWork #Entrepreneurship
I would love to hear how you manage professional development, networking and connection remotely.
Image Credit: Photo by Anna Shvets: https://www.pexels.com/photo/people-on-a-video-call-4226263/

For years, I took on all client work, regardless of industry or client personalities, to ensure a steady cash flow and income. However, after more than a decade of running my consultancy, I've realised that there's more to business than just financial stability. As a sole trader and small business, I've found that the most successful client projects are the ones where I've been integrated into the internal marketing teams and genuinely treated as though I am one of them.
It's the relationships where there isn't a power dynamic of "client and supplier" that work best. When we are all honest with each other, without any bureaucracy within our relationship (often despite the bureaucratic nature of a client's business or industry), we can really drive each other to be our best. External communications consultants bring fresh perspectives, often uncontaminated by internal biases or company dynamics. This integration leads to better outcomes and makes the process enjoyable for everyone involved.
The Pitfalls of Power Imbalance
On the other hand, I've also had clients who claim to treat external consultants as part of their team, but an obvious client/supplier power imbalance results in less open communication. This imbalance can hinder the collaborative process and ultimately affect the quality of any outcomes.
Finding the Right Communications Consultant: Aligning Values for Success
When seeking a communications consultant for your business, finding a professional whose values align with your personal ethos and the core values of your business is paramount. Integrating an external consultant whose values match your own can lead to a more honest and open working relationship, ultimately benefiting the overall success of the collaboration. It can also lead to long-term and more productive relationships in the future.
For example, I have one relationship that began when I was an internal Corporate Affairs Manager (client), and she was a Senior Manager in a PR firm (supplier). Over the past twenty-plus years, we have taken turns being the client and consultant across numerous jobs and roles. We understand how each other works and trust each other's judgement, which means we can quickly generate meaningful results for whoever the client is or even on shared clients - without any egos getting in the way.
The Importance of Shared Values
Your values play a crucial role in shaping the culture and ethos of your business, so finding a communications consultant whose values align with yours can lay the foundation for a solid and transparent working relationship. In turn, when the consultant's values resonate with the business's, it creates a harmonious environment where mutual respect, understanding, and trust can thrive. With those two alignments as a foundation, the sky's the limit to what you can achieve.
Establishing a rapport that allows for occasional personal sharing can also be invaluable. A positive relationship where occasional personal details are shared fosters camaraderie and also respectfully acknowledges the impact personal situations can have on professional performance. In an environment of openness and support between client and consultant, individuals can navigate personal challenges with mutual understanding, mirroring the support and affinity often found within high-functioning internal business teams.
Define What You Are Looking For
Naturally, it is best if there’s more than simply having aligned values. Experience and expertise also play a role. When assessing and planning resource allocation for hiring a communications consultant, consider the following steps to define and identify your ideal candidate:
Current Situation Review: Assess your current resource allocation and identify gaps to understand the baseline, your goals, and what skills gaps exist to achieve them.
Goal Definition: Clearly define the objectives, budget and priorities that will guide your subsequent resource allocation decisions.
Core expertise: Identify the expertise your ideal candidate will have, including industry/ sector experience and the specific communication expertise you need (e.g., strategy, media relations, social media, crisis communications, etc.)
Desired Values: Identify the values important to you as an individual, as a team, and as a business as a whole, and actively seek a consultant whose values align with these.
Cultural Fit: Look for a consultant who has the necessary skills and experience, and embodies the cultural fit that aligns with your business. After all, the objective is to identify a consultant who will blend seamlessly with your team.
Communication Style: Consider the consultant's desired communication style and your preferred mode of interaction.
Collaborative Attitude: Look for evidence of a collaborative and team-oriented mindset to ensure a seamless integration into your internal teams.
By prioritising shared values and cultural alignment in your search for a communications consultant, you can foster a more cohesive and productive working relationship, ultimately driving the success of your business's marketing and communications endeavours.
​Image Credit: Photo by Kindel Media: https://www.pexels.com/photo/group-of-people-putting-their-hands-together-7688159/

In the world of public relations and media engagement, the recent incident involving Woolworths CEO Brad Banducci's interview with ABC's Four Corners has had PR and corporate affairs people agog - and no doubt more than a few CEOs too. 
It highlights the importance of professionalism, preparation, and politeness leading up to, and during, media interactions. 
For communications professionals whose job it is to prepare interviewees, such episodes are the stuff of nightmares and a stark reminder of the potential fallout from poorly handled media engagements - especially where the interviewees may have ignored sound advice and chosen to tread their own path. 
I can't imagine Banducci was advised to walk out, on camera, in an interview with a Walkley Award-winning journalist if things didn't go as planned.
My heart went out to the poor PR manager managing that particular interview. 'There but for the grace of God…' and all that. 
The high stakes for interviewees and their PR teams
For public figures and corporate leaders, media interviews are a double-edged sword. They offer a platform to communicate directly with the public and shape narratives, but they also pose significant risks if mishandled. 
The departure of the Woollies CEO, following a contentious interview and amidst a backdrop of a $781 million company loss, underscores the high stakes involved. 
The role of PR professionals
Behind every media interview, there is often one or more PR and corporate affairs people who have spent time setting up and preparing the interviewee. The preparation usually involves supplying them with a brief biography of the interviewer, along with samples of their previous articles or segments. 
It also involves crafting key messages and anticipating the angles journalists will likely take.
For an interview such as the Four Corners one, I would expect there to have been training on how to handle tough, confrontational questions with grace and tact. The goal is to ensure that the interviewee remains composed, sticks to the narrative, upholds their organisation's brand values and, most importantly, does not alienate the audience or stakeholders.
The impact of leaving an interview - especially on camera
Leaving an interview prematurely or responding churlishly can result in immediate and long-term repercussions for the interviewee and the reputation of the company or organisation they represent. 
It can significantly damage the interviewee's reputation and credibility, have far-reaching consequences, and haunt them throughout their professional life. 
Viewers are likely to perceive such behaviour, and consequently, the interviewee and their company, as evasive, which can diminish trust. 
It often leads to a reputational crisis, diverting attention from the intended messages to the conduct of the interviewee, as we saw this week.  
It creates headaches for PR and corporate affairs teams regarding damage control and can impact the company's stock price (which we also witnessed this week), stakeholder confidence, and customer loyalty.
The Importance of Proper Media Training
The Woolworths incident highlights the critical importance of comprehensive media training - and if it's likely to be a contentious interview, there needs to be a practical hands-on run-through. The exercise must simulate high-pressure, confrontational scenarios. And PRs need to hold steady, and not go too gently, as they ask tricky questions of their bosses. 
I have had CEOs try to remove awkward questions from FAQ briefing documents, not comprehending that they don't have that power or luxury in a live interview scenario. 
Training helps interviewees develop resilience and mental agility to navigate difficult questions without losing composure. 
As an external consultant, I ensure my clients are prepared for each interview. When there's some serious stuff going down, I will bring in a professional 'big gun' - an ex-head of news for a well-respected national news outlet, who all my clients adore, but equally can be quite intimidating in 'full flight journo-mode' in a contentious media interview practise session.  
For internal PRs, sometimes, an external media trainer is exactly what you need for a contentious and tricky training scenario.  
The ordeal experienced by Woolworths and its soon-to-be-former CEO Brad Banducci serves as a cautionary tale for all public figures and organisations. It reiterates the significance of professionalism, politeness, and thorough preparation in media interviews. 
For PR professionals, it is a timely and unfortunate reminder of the importance of rigorous media training to equip interviewees with the skills to handle all types of questions, especially the tough ones. 
Equally for senior leaders, it is a reminder to listen to PR teams' advice and value their skill set and knowledge on crafting messages and delivering them most effectively. 
In the volatile landscape of public opinion and media scrutiny, the margin for error is slim, and the cost of failure can be monumental.
Picture Credit: Photo by Markus Winkler: https://www.pexels.com/photo/white-paper-on-a-vintage-typewriter-4057659/
You can view the whole Four Corners story here. 
www.linkedin.com/pulse/vital-role-three-ps-media-interviews-preparation-fiona-hamann-4xruc%3FtrackingId=4bLVhFHbQ7u0sJ%252BMaYdWVQ%253D%253D/?trackingId=4bLVhFHbQ7u0sJ%2BMaYdWVQ%3D%3D
This story first appeared on LinkedIn on 21 February, 2024 

Each year, I look forward to the release of Medianet's Australian Media Landscape Report and its PR Guide to Effective Media Engagement.
I like to read the reports in tandem, as they unravel a treasure trove of insights that influence how I refine my approach to pitching stories and managing client expectations each year. I find delving into the minds of the 844 Australian journalists interviewed for these reports fascinating, especially in understanding the new and emerging challenges they face in their roles.
Despite more than 30 years in the industry, I still get the thrill of finding ways to adapt my approach to meet changed conditions, hopefully benefiting all stakeholders (my clients, the media and my comms agency).
Understanding Journalist Preferences
This year's findings reveal a significant shift in journalists' source preferences, with only 58% relying on PR agencies for their news stories—a 9% drop from the prior year.
In 2023, I dealt with other PR agencies, and many found it more challenging to get traction on a release, so these figures show it's not been a figment of their imagination.
That said, the relevance of press releases remains undiminished, with 81% of journalists still using them and 89% receiving pitches directly from PR contacts, underscoring the ongoing importance of direct engagement and the need for PR professionals to fine-tune their strategies accordingly.
Timing and Delivery Matter

• Optimal Timing: The consensus among journalists is clear—79% say Monday morning is the golden time for sending pitches or media releases via email, offering a strategic window for PR professionals to capture journalists' attention at the beginning of their week. Fridays are the least popular weekday, but 50% of journalists still think it's okay to pitch then. And don't even bother on the weekend. Crickets.

• Preferred Communication: A resounding 96% of journalists prefer email pitches, emphasising the significance of mastering email communication. Additionally, 79% of journalists dislike follow-up calls or emails. PR people know clients, or senior leaders in their agency, often expect an attempt to follow up, but it might be time to educate them that it's not the best practice. That said, here's a note to journalists: If you receive an exclusive or bespoke pitch, sending a quick "no thanks" or "yes please" response might dramatically reduce the unpopular follow-up emails or calls you receive.

Pitching Essentials

• Brevity and Relevance: Journalists pay little attention to pitches, with 37% only glancing at them and only 43% making it to the second paragraph. It's critical to tailor pitches to the journalist's specific area of work and target audience (77% prefer that).

• Content Value: Also important to journalists is original or unique content (40%) and the readiness of a spokesperson for comments (32%). These can significantly elevate a pitch's appeal.

Journalistic Annoyances and Preferences

• Avoid Scattergun Approaches: Most journalists express frustration with irrelevant stories, highlighting the importance of targeted and thoughtful pitches. There is no news there, though.

• Exclusivity and Familiarity: Preferences for story or interview exclusives (62%) and tailored pitches signal a departure from volume-based success metrics. Therefore, familiarity with a journalist's work and their outlet's specific tone and coverage area is indispensable for cultivating successful relationships.

Content Features and Challenges

• Valued Features: News value (44%) and human interest (38%) stand out as top priorities, followed by local significance and original ideas. This reveals the diverse criteria journalists use to assess pitches. Stories supporting diversity, inclusion, equity, or social issues ranked lowest for journalists, at 19%, respectively. There was also a lower appetite for stories that hold authorities and influential people accountable (22%).

• Challenges: Interestingly, the accompanying Media Landscape report showed that almost 20% of journalists claimed to have felt a negative impact on their work following high-profile defamation cases. The report also reflected on challenges in the media, such as the rise in disinformation, resource constraints, declining media trust, and the sensationalist nature of news, presenting additional layers for PR professionals to navigate in the media landscape. Competing with sensationalist headlines for column inches with a bland product release is difficult.

Strategic Recommendations for PR Professionals in 2024

1. Educate Clients: Guide clients on journalists' preferred approaches, setting realistic expectations. PR professionals must be more confident in responding to clients' suggestions of stories that won't get traction.
2. Ditch the Follow-Up: Adopt a no-follow-up approach as much as possible, honouring journalists' stated preferences. Again, it hinges on educating stakeholders, although it's a two-way street, and we should also encourage journalists to drop a quick yay or nay email to prevent unwelcome follow-ups.
3. Know Your Journalist: In-depth familiarity with journalists and their publications is essential for effective pitching.
4. Quality Over Quantity: Focus on relevance and quality in PR campaigns, prioritising bespoke exclusives and original pieces.
5. Keep It Concise: Ensure pitches are succinct (keep to two paragraphs if possible), compelling, and supplemented with necessary assets like spokesperson availability and images.

Some of these approaches to pitching aren't new, but the 2024 research results remind us what is important.

By embracing these insights, understanding the challenges for journalists, and adjusting our pitching approach accordingly, PR professionals can navigate the complexities of media engagement with greater efficiency in 2024.

Understanding and aligning with journalists' preferences improves our pitches' success rate and fosters stronger, more productive relationships between PR professionals and the media.

This article was first published on 6 February 2024 on LinkedIn www.linkedin.com/pulse/mastering-art-media-relations-2024-fiona-hamann-crxoc/?trackingId=il9aLgOkRHqyUzFLwQMheA%3D%3D

Image Credit: 49745602 © Albund | Dreamstime.com

​ There's no way to sugarcoat the global pandemic of COVID 19 which, at the time of writing has killed 10,033 people and infected 244,950 people across 179 countries and territories, and numbers continue to rise. It has decimated numerous industry sectors, wreaked havoc on global markets and the UN Trade and Development Agency (UNCTAD) estimated on 9 March it will cost the global economy up to $2 trillion in 2020.

This article in no way intends to trivialise these catastrophic and indisputable facts. It is frankly awful, and no-one would choose this as a way to spend 2020.

But now here we are, and it seems to me that the world can use this time to slow down (in self-isolation) and smell the daisies (in their own back yard), which may, in turn, lead to a more balanced world when we come out the other side.

Respect for our Most Vulnerable citizens 

For many of us, taking steps to self isolate, has been less to do with catching COVID19 ourselves, and more about ensuring we don't pass it on to our sick and elderly populations. 

In Australia, we have seen government after government, keeping pensions and disability payments low, well below the minimum wage. We have also seen numerous NDIS issues. I hope the respect and concern for these vulnerable community members that has shown itself in this crisis will carry-on into the new world, where we ensure they have the support they need both financially and emotionally. 

Many people now realise they may not see elderly parents for some time and are reaching out to them more frequently by phone and Skype. Hopefully afterwards, it will continue. They will realise that time is precious and will make more effort.

Unintended Environmental benefits 

As Hubei province shut down (including the lock-down of almost 60 million people), NASA posted the most amazing pictures showing a massive reduction in emissions, and social media buzzed. 

The massive cloud of nitrogen dioxide that is visible over China in January disappeared entirely in February.  

The European Agency's Sentinel-5P Satellite picked up massive reductions in nitrogen dioxide (caused by cars, power plants and industry) over Northern Italy once it too went into lock-down. And just this week, the canals of Venice seem to be sparkling clean, with dolphins spotted swimming in them.

While it would obviously be impractical to keep the world's citizens in permanent lock-down, it has provided a vision of what the world could be like with less pollution. Hopefully, it will motivate all of us, especially the hardened climate sceptics, to do our bit to reduce emissions and make that a permanent reality.

Changing the way we work and educate 

As countries go into lock-down, people are moving to "work from home" (WFH) scenarios and juggling kids with online schooling at home as well. 

For years, employers have resisted remote working as a rule, but now they have no choice. They are scrambling to ensure their staff have video conferencing capabilities and all the software and hardware they need, and we even see news and television programs with remote guests. 

Kids at home are adapting to online learning, and I have even seen a colleague and friend of mine who works at LinkedIn conducting morning video conferences for his 5-year-old daughter, so she gets social interaction. Freelancers and sole traders have managed it for ages, but now it is mainstream, which opens up a world of work/life balance opportunities in the future.

Connecting with Family 

As a mum to teens, I find it takes effort to get them off devices, between running them to sports activities, and their numerous social commitments. 

Being engaged in family life comes somewhere at the very bottom of their priorities. While we are not yet in lock-down in Australia, we are spending more time at home "socially distancing" ourselves. Because they can't make social arrangements or go to sport, my kids are more connected and engaged with my husband and me.
Our dinner table conversation is less about their social agenda (who needs dropping where, and when), and more about world events. They appreciate the stresses their parents have regarding the economic fall-out of COVID19, and they actively participate in the conversation to consider how we could manage as a family unit (team) in a possible lock-down. 

We have discussed the potential pressure on Australia's broadband network and that we may need to find offline activities to fill the time. To that end, we have talked about books we would like to read, skills we would like to learn or improve, games we could play (apparently we are all learning Monopoly Deal) and even (old fashioned) DVDs we haven't watched. All of these topics contributing to learning more about each other. 
For teens who have grown up in the narcissistic world of Snap Chat and Tik Tok, they have impressed me with their willingness to embrace a more offline and family-centric existence. I am actually looking forward to that potential time with them (though ask me again a few days into lockdown) 

Appreciating the food we have 
We have all watched scenes on the news of people in war-torn countries fighting over food from aid agencies. Never in a million years did I think something like that could happen in Australia until seeing the hideous and frankly sickening scenes of people hoarding toilet paper and fighting in supermarket aisles for pantry staples.  
I have seen numerous posts comparing our current reality with the far worse realities experienced by refugees. I am led to believe the fear of a food shortage in Australia is so real, that some gardening centres have sold out of vegetable seedlings and seed packets. 
Other people are proudly posting pics of their homemade bread - the result of being unable to find a convenient store loaf. Others still, are making their own reusable toilet paper from cleaning clothes and their overlocker sewing machine (though I must admit I am not ready to embrace that just yet)

While the government assures us that our food security is sound, the whole experience has given Australians an appreciation for the suffering of people in other countries and of refugees. 

It has also created an interest in growing and making our own food, which can't be a bad thing.

While COVID 19 is undoubtedly a disaster of global proportions, that we would not wish on our worst enemy, I believe we can find the key learnings and that it will act as a reset button for us all. 

I hope it will empower us to move forward, embracing some long-forgotten and old-fashioned values like empathy, family and community, that got lost in the fast-paced pre-COVID19 world. And that we will thrive in a slower, less consumer-driven and cleaner world.

I also want to believe we will embrace the best of technology that allows us to work remotely, enjoy a better work-life balance and appreciate the good things we have in life.


This blog also appeared on LinkedIn and was also published on Flying Solo