In today’s 24/7 news cycle, working with the media is not just about writing and distributing a media release. It’s about developing trustworthy relationships with journalists, editors, commentators and opinion leaders in a way that allows us to effectively tell our clients’ stories through the general media.
As the team at Reputation Edge have worked in the media, we know what works and what makes a client’s product or service newsworthy.
The Reputation Edge team includes several former senior journalists who have worked extensively in the print and electronic media for leading news outlets like The Australian, The Sunday Telegraph, Sky News, Channel 7, Channel 9 and Channel 10.
We also provide bespoke media training services to ensure clients are equipped to effectively navigate and maximise any media situation.
Case study: Castrol 'Big Haul' promotion
Castrol ran its biggest ever trade ‘Big Haul’ promotion to market its Castrol RX Super and Tection HD engine oils. At the end of the promotion, one lucky customer would win a customised Kenworth truck worth $400,000. Reputation Edge was engaged to develop a media relations strategy to publicise the presentation of the truck to the lucky winner.
To maximise media coverage for the handover, we coordinated a media event at the Brisbane Truck Show where Castrol presented the keys to the winner and his family. We researched and developed the “back story” for the winner who operated a trucking business in regional Queensland with his family. Our pitch was the winner had never even “won a meat tray in a pub raffle”, but was about to collect the keys for a $400,000 truck.
We developed a media pack customised for specialist trucking media and mainstream, print, TV and online outlets. We sourced and provided broadcast quality footage of the prize winner inspecting the truck at the Kenworth factory, and provided this to local TV stations.
News crews from channels 7, 9 and 10 attended the truck presentation and broadcast the story in their 6pm bulletins. Several regional TV stations also ran with the story using the factory footage we supplied.
On the same day of the event we sent professional photography of the handover to a variety of print and online news outlets who also covered the story using the supplied images and quotes from the media release.
On a modest budget the media event generated national media coverage valued at $475,000 (*Isentia ASR media analysis).