An overlooked media opportunity
If I'm coming across a little more smug than usual, it's because I landed three delightful media hits for my client, Sexual Assault Services Victoria, last week.
One of the hits is worth unpacking because it illustrates a simple technique that almost any publicist can use.
The hit was the 7 a.m. ABC Radio Victoria-wide news bulletin.
The story was about the launch of a new Justice Navigator program. Because I knew the announcement would be made on Wednesday morning, I was able to ring the ABC Melbourne radio newsroom on Tuesday evening with the promise of a story they could record in advance.
In radio, that's called having a story "in the can"—recorded and ready to go. This matters because the journalists producing those early morning bulletins start work around 4.30am and need fresh news at the hardest time of day to find someone willing and available to be interviewed. A story that is current but already recorded is enormously attractive.
So, on Tuesday evening, with my talent ready to roll, I rang the ABC Melbourne radio newsroom.
Timing matters.
If your story is breaking the following morning, the ideal window to call is between 5 p.m. and 9 p.m. By then the day's rush has eased and the newsroom has started planning tomorrow's bulletins.
Be reactive
There's another reason to approach the radio newsroom.
Suppose the Anti-Corruption Commission releases a report alleging widespread corruption in the dog-walking industry. If you represent Dog Walking Australia, you immediately ring the radio newsroom and say:
"The Anti-Corruption Commission has just released a report. It's about corruption in our industry. We're the peak body. Would you like our reaction?"
Most often, the answer is "Yes." Particularly if they can put it in the can for tomorrow.
One final point.
Radio news bulletins are among the most listened-to minutes of the broadcast day. They air at predictable times, are promoted throughout the program, carry a distinctive introduction and are frequently syndicated to other stations. They're short but can influence other coverage so they are very valuable hits.