Effective Public Relations: Why Did Bec and Lleyton do it to 3.15?

If you are in Australia at the moment is hard to miss the engagement news of superstar couple, Ace Tennis Lleyton Hewitt and TV soap Rebecca Cartwright.

They are everywhere ... on major glossy gossip magazines, on TV and Cartwright has also posed semi-nude for the men's magazine.

I was hailed as the answer to Australian pop star "Posh Spice" Adams and English soccer hero David Beckham who took the world by storm as a truly global personal brand.

Experts believe that the value has quadrupled Hewitt as media interest in their private life becomes a national obsession.

But why wait until 3:12 in the morning to announce their engagement, now after more than 4 million Australians had seen Hewitt lose the Australian Tennis Open final?

Well, the management of the message in the media is all about the impact, extent and timing.

What does this mean for the average time of their liberation?

Well, here are seven lessons from the Hewitt / Cartwright release that was sent to the media 3.12am few hours after the Australian Open final.

1. Maximizing Momentum
Brand building, strategic communications and message handling is all to be constantly in front of your target audience. To have a significant impact is necessary to keep the momentum going and maximize the moment and the public's interest in a problem. With such an accumulation aspect Hewitt in Australian Open final, media attention was intense as he pursued his dream of becoming the first Australian male to win the title since 1976.

"I always said I'd do anything to play the night before the final in Australian Open history, and I got my chance," said Hewitt after making the finals in typical gritty style. Cartwright was on the sideline with him throughout the tournament and the focus of considerable media attention to herself.

How can you write and send out a press release that uses the momentum of a power failure?

2. A Leverage Off Event
Event marketing is an area of ​​tremendous growth for effective public relations. There is no bigger event in Australia in January compared to the Australian Open. Effective media relations is about strategically managing the release of information to coincide with events like this.

Events, including seasonal, like Valentine, are every year and the media is always hungry for stories with a new angle. Who can forget the media-hype surrounding the break-up of Ken and Barbie?

"The 43-year relationship ended last February, two days before Valentine's Day. Do you think those people from Mattel chose that date for the event? The story made international news and it did not hurt that has been timed to romance of the media will always be with Valentine's Day, "says Jeff Crilley an American television host and author of free advertising.

What the press release you can run to time with a big event?

3. The immediate impact of
This is a significant driver of news values. What is news is the next day dead. The most immediate and accurate history, the greater the impact and value the greater the news.

Those who micromanaged the Hewitt / Cartwright release worked hard to meet a deadline. Here's how it worked according to a report by the Australian newspaper, Amanda Meade on Thursday February 3:

i) Approximately 12 to midnight the night after the Australian Tennis Open Men Men's Final Hewitt proposed to Cartwright, with a diamond ring from Tiffany's $ 200 000.

ii) The statement was drafted by the media publicist Cartwright in Sydney after 1:00 and by fax at Melbourne Park Hyatt Hotel, which was approved by Cartwright, Hewitt, and their manager Stephen Harmon and Justin Cohen.

iii) The release was issued about 03:00 e-mail to all media that confirm the commitment.

The important point was a process was followed to meet a deadline.

So what is the best time to release a press release? Well, it all depends on the timeliness and news value of history.

AAP has conducted a survey of all the rooms News in Australia last year and found the best time to send a press release is between 6 and 9 am and 3 and 6 pm.

When you send your press release is aware of time differences.

4. Be proactive
I can not stress enough the importance of being pro-active, even if it means working at 1:00 in the morning. Provide timely, accurate and relevant information through a well written press release keeps everyone informed and stop rumors. This rule applies to everything from commitments to corporate acquisitions and new product announcements.

5. Be Fair
With a great story to be fair and impartial by all means of communication so that everyone gets the information at the same time. Treat the media as you would like to be treated with courtesy and respect.

6. Be consistent
Allow consistent access by the media, whether it is a great story. Obviously, with a huge interest with Lleyton and Bec they decided to manage access and maximize their celebrity status by restricting access and bind exclusively with Channel 7 and the leading women's magazine. Using an agent to handle this situation if you are ever in this situation.

7. Targeted multimedia content
In some cases it is better to target your media. AAP in its survey asked if it is better to send the release to a journalist or NewsDesk - 86 percent said the NewsDesk. This depends on if your relationship with the media. I recommend sending directly communicated to a journalist, especially if it is prepared and the contact has already been done by way of a report....