Skillful delivery of the right message - across any medium - can win acclaim for your product or position on an issue, secure a customer base, educate stakeholders and drive sales. Effective media relations establishes rapport and incites conversations between your company and its target audiences for years to come. Credible, influential, and universal – traditional, online and social media are indispensable channels for reaching these audiences.
Burson-Marsteller (B-M) places media relations strategy at the core of every integrated communications program. To ensure your messages are heard B-M has established long-term and ongoing relationships with a broad base of media across Australia. Our specialists, hail from every media discipline, and excel at matching the right message with the right audience.
B-M’s media outreach methods constantly evolve to adapt to the changing media landscape. The team includes experts on new media who work with clients to ensure they are prepared for the 24/7 media environment and the opportunities and threats presented by digital communications. In 2009, B-M introduced its ‘Digital Press Release’, which offers media an online hub containing relevant information on the company announcement as well as rich media content that can be utilised online.
Media relations at B-M spans both proactive and reactive engagement with target media. Proactively, this involves activities such as the development of media releases, pitching case studies, relationship management, and engaging media through launch events.
Furthermore on a reactive basis B-M acts as a newsroom for your company, managing media enquiries as well as monitoring editorial calendars for upcoming, relevant opportunities. B-M specialises in several key services including:
- Strategy and message development
- Media coverage tracking and analysis
- Audience targeting
- Op-ed development and placement
- Media audits
- Editorial campaigns (brands, products, issues)
- Media training
- Media tours
- Media material development
- Media database development and maintenance
- Product PR (reviews)
- Issues response
- Media crisis simulation
- Media events: roundtables, press conferences
- Broadcast media production – Video News Releases (VNRs) and Audio News Releases (ANRs)
- ‘Understanding Your Media’ presentations
Our team works with clients to develop the messages they want to see in the media. When a news announcement is required, we write it in the style of our target media. When an in-depth feature is required, we work closely with key journalists. We are equipped to respond to the constant news cycle of the digital communication environment.
Ultimately, what we do for clients is to broker healthy and productive media relationships – ensuring that your key media consider you a credible communicator whose voice and opinion deserve to be heard.