Maximise media coverage without the cost

For many of you, making contact with the media can be a daunting prospect – especially given the negative coverage the aged care industry gets in some of the national media. But positive media through public relations efforts is an excellent cost-efficient way to help raise awareness of some of great things you’re doing. Media coverage as genuine news or editorial in your local newspaper, radio or television news is also considered more authentic by consumers than paid-for advertising, and is great for building brand reputation. If you’re asked to pay for an article to appear in your local media it isn’t news, it’s advertorial and you have every right to say no. That said, if you choose to run a paid advertisement you can always ask to talk to the editorial team too and see if they’re interested in your story as a news article. Which media outlet to contact, how to contact them, and exactly what you should say and do are all important features of ensuring positive media coverage for your organisation and your cause. It’s often said the media is not interested in good news – but that’s not always the case, especially with suburban or local media. If you can articulate the positive impact of a new approach, a new facility or some recent funding, you may have a story. Here are 10 tips...

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