Skip to main content

What has location! location! location! got to do with PR?

About two weeks ago, I was asked by a friend at Digital Life to contribute an article on interesting Singaporeans who are tweeting.

DL article on tweeting

With a blog post on the contestants of Supermodelme.tv tweeting their way to victory, I decided to write something about that.

Furthermore, I knew that Joe Augustine was also using Twitter as a channel to promote his podcast so I decided to add him as part of the story.

Two weeks now, I received a call from the producer of That’s IT, a digital tv show for ChannelNews Asia, for an interview on social media. I saw this as an opportunity to promote the company I worked for, so I got my boss to do the interview too.

During the shoot, I spoke to the producer and asked her if she be interested to interview the contestants of Supermodelme.Tv on how they are using Twitter to gain followers.

I highlighted the various models but Christabel stood out as she was the 2nd runner up of Miss Universe 2007.

So Christabel will be on TV and she appeared in Digital Life. Whoever said Twitter is bad for you, at least it brought Christabel fame into print and broadcast.

However, I was asked again why Christabel and not the other models. Was I using this opportunity to hit on her?

I laughed.

The reason is very simple.

Both Digital Life and ChannelNews Asia have a predominantly Singapore based audience. This makes it easier for the writer, me, and the producer, to frame the story around somebody that Singaporeans can relate to.

In true honesty, when I selected Christabel for the Digital Life article, it was on a hunch. But after doing research and found she was a Miss Universe contestant, it was easy to frame the lead paragraph for the readers to relate to the rest of the story.

If I were to write for a Philippine papers, I would have chosen Helen_SMM to be the lead.

This is the importance of taking advantage of the location to frame your story so local readers can relate too.

For PR, this is very useful in your pitches as it helps the journalists to understand why this is important to the readers.

I have been through requests from clients to pitch a story about them opening a new office in the countries and expect a big feature based on a press release.

There are offices opening everyday, what make yours special?

I asked the clients if they can share with the journalists how much investment are they going to make in the country, or are they going to increase headcount?

They said this is confidential.

Journalists are not going to spend their time on a office opening which they won’t know if it will benefit the reader.

So importantly, to get a pitch, suggest to the client to frame the messaging or the story around the locality of the readers and what affects them directly.

It isn’t easy, but at least you help the journalist to tell a story to his/her readers!

Comments

Popular posts from this blog

Why is Ramly Burger banned in Singapore?

Yahoo Singapore ran an article of the Ramly Burger by highlighting that it is ban in Singapore.

Yet, the writer from Makansutra failed to address the most important issue of why the Ramly meat patty is banned in Singapore.

A search online easily did highlight that the famous Malaysian meat patty is banned by the AVA but didn't go into details.

Wrote Arlina Arshad for The Straits Times in January 2004,

"But the importing of beef and beef products from Malaysia is not permitted, said theAgri-Food and Veterinary Authority (AVA).

Selling and supplying them without a permit is also an offence, and offenders can befined as much as $50,000 or jailed two years, or both, said the AVA."

In May of the same year, another article highlighted that a man was even charged in court for "smuggling" the Ramly burger in 2004.


"The AVA said that meat products processed in Malaysian food factories which it had notapproved were banned here.Suzali was yesterday jailed for four month…

Did She Run Or Did She "Just Fake It" For Adidas?

Andrea Chong, a Adidas appointed influencer, posted a photo of herself in the middle of the Standard Chartered Singapore Marathon 2015 and captioned how she was "all smiles" during the run.

Unfortunately for Andrea or the PR agency, one of her readers checked her bib number #75148  at the Marathon's website only to find it to belonging to somebody else.

That somebody else is Kuvin Kuar, a intern at Edelman PR and the bib number had a status "DNF" or did not finished.

This raised the first red flag as one of the rules stated that "A Participants is strictly not allowed to transfer his or her race entry to another party".

This cascaded into perceptions that Andrea herself did not even start or complete the race and was only "planted" by Adidas or the PR agency, Edelman PR, to look pretty in the marathon.

Marketing Magazine noted that Adidas declined to comment about the incident which lead to further speculation that Andrea was possibly just …

Kudos To Huawei 2 Year Warranty For P9 Series

When it comes to smartphones, I think I am jinxed.

For my history of owning smartphones, every time it comes close to the end of the two year contract with my mobile service provider. This time round, it happened to my Huawei P9.

All of a sudden, the LCD screen sort of decolourised. I thought it was a temporary issue but the decolourisation lasted for a few hours. Then the nightmare began.

The touchscreen couldn't be touched. This made it the smartphone a brick.

I thought the Huawei P9 only had one year of warrant. With my contract ending in mid-year, I thought I would have to wait it out till the contract ended and allowed me to buy a new phone under a contract.

Luckily, a friend reminded me that the phone came with a 2 year warranty.

So I decided to go to the Huawei service center, right smack in the center of the city, to see if my phone is under warranty and if Huawei would honour their 2 year warranty.

Thankfully, Huawei isn't as popular as the Samsungs or Apples, and the …