All posts by Brian Johnson

Follow the Path of Least Resistance


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Hallelujah! You know someone who knows someone in the very media organization where you’re trying to get coverage. That second someone may be the very person you think is most likely to be interested in the something you’re pushing.

Quite often the first someone may be working within your own organisation, perhaps in a different section to you. Continue reading

There’s at Least Two Sides to a Story


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oxygen supply © by clurr

Should you be successful in generating coverage, you may also be providing oxygen for your opposition.

The media likes to feel as though they’re presenting both sides (or more) of a story. So if there’s an obvious counterpoint to what you’re promoting, expect them to go there. Sometimes you might be surprised at what will be generated.

Your Correspondent has done PR work for a national association which promotes the many health benefits of breastfeeding. However, our success at raising awareness saw the nation’s leading anti-depression organisation put out its own media release. Continue reading