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Business professionals in all industries recognise the importance of regularly updating and refining their skills so they can deliver the best outcomes possible for their clients. PR is no different. Here are three public relations books that have just been launched that will help you be more effective and well-rounded in your job. 150513 disney book Spinning Disney’s World: Memories of a Magic Kingdom Press Agent Author: Charles Ridgeway Publisher: The Intrepid Traveler Paperback: 256 pages Publishing Date: April 16, 2015 For 40 years, Charlie Ridgway was the official publicity agent for Disney. The former newsman provides a fascinating insight into how he created media excitement around one of the recognised brands in the world. He shares all the  innovative, spectacular and sometimes kooky ideas he used to generate publicity.  One of his most memorable publicity stunts included training 40 white Peking ducks to waddle behind Donald Duck down Main Street USA to celebrate the character’s 50th birthday. He’s also helped open parks around the world, from Paris to Orlando. An interesting read for all PR professionals. 150513 public relations 247 Public Relations 247: Everything you need to know to generate publicity for business success Author: Andrew Chow Publisher: Candid Creation Publishing Paperback: 248 pages Publishing date: May 8, 2015 Social media and public relations strategist Andrew Chow, the author of Social Media 247: Everything you Need to know to leverage social media for business success, is back again.This time he has written a book with the aim of helping entrepreneurs and small-medium business owners generate media publicity for their companies. According to the publicity blurb for the book, “media publicity is both an art and a science”.  Chow covers all the basics, including identifying a news story story, media pitching and managing press conferences. The book also includes 50 real-life PR strategies, how they were implemented and what results were achieved. 150513 news release writing guide The News Release Writing Guide (Kindle Edition) Author: Tim Herrera Publisher: Amazon Digital Services File Size: 183 KB Print Length: 40 pages Publishing Date: April 14 Writing a good press release is one of the core skills of a PR professional today.  The News Release Writing Guide by Tim Herrera offers some easy to follow tips for crafting a press release that will  get you noticed in today’s competitive media industry.   From writing the release to following it up with a phone call, this book provides readers with plenty of valuable information.  The book also includes news release templates, news release formats and some examples of news releases.  A good resource for brushing up your press release writing skills.
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media strategySending out press releases shouldn’t be the extent of your media strategy. Formulating and implementing a plan will provide the direction and rationale for everything you do in public relations. Having a strong and well-researched strategy will help you organise your activities and make strategic decisions around the best way to communicate. Public relations is not a short term process, it involves sending messages to your audience designed to build and develop the reputation of a brand over time. It’s important that it’s planned with clear objectives and goals to be met. Here are some of the most important reasons why you always need a strategy: Providing a rationale & objective Having a rationale is essential as it defines what you are doing and where you are going. It gives an outline of what public relations is going to achieve for the client or organisation. While clients will always have some level of emphasis on what objectives they want met, a strategy will state more specific details. It will include definitions of each objective and the tactics and resources you’ll use to achieve them. Audit A key element of a public relations strategy is an audit. This is where client leaders and public relations professionals work together to look at and assess what they want to project to the public. By formulating a list of company core strengths, marketers and the PR team can more effectively integrate the important messages across both advertising and public relations. Core strengths can include image, brand awareness and social or environmental responsibility. Provides cohesion, teamwork & effectiveness  Drawing up a strategy gives the team a clear focus. If your team will be helping to provide the public relations service, it makes sense that they have initial input and understand what will happen. A comprehensive strategy also allows more than just one person to participate and execute, especially when tasks are clearly defined. Client vulnerability  While one side of public relations is sending messages, the other side is damage control. A comprehensive strategy can help a company avoid being caught off guard by anything that may come up. Successful companies know their threats and weaknesses and have identified the areas most scrutinised by competitors and the public. Discussing these potential vulnerabilities helps PR professionals create and present press releases and coverage that can counter negative issues when they arise. While issues can be hard to predict, having a good reactive strategy can significantly help the client and PR team work out how best to approach it. Evidence of impact and evaluation All sound media strategies will be evidence-based and have a clear method to measure success. It’s extremely important to set benchmarks and have goals. If you find a particular activity is doing well then you know to put more resources into it, if you find you aren’t getting the return you want, then you can re-evaluate and change tactics. As with any plan, your media strategy should be a working document. As you evaluate and determine if your strategies are bringing the results you and your client want (or not), you should be better equipped to adjust, refine and re-deploy.
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AerialLeading property services agent Oliver Hume predicts the Gold Coast property market is set for an increase in activity with the impending launch of the largest residential land estate in Coomera since 2011. Oliver Hume has been appointed the marketing agent for the $70 million LURA development by developer Partners in Property. The estate will be launched to market in June 2015. Located at Amity and Foxwell roads, LURA will feature 272 lots ranging from 300sqm to 849sqm. Prices for lots will start from $220,000. Oliver Hume’s appointment is the latest of many achievements for the business. It was recently appointed to market Villa World’s Era project at Capalaba and Waterline in Thornlands and is currently marketing and appointed to over 11,000 land lots and 1,100 new apartments. Oliver Hume Joint Managing Director Brinton Keath said LURA was a significant new land estate and its large size underscored the strength of the Gold Coast market. “The market conditions in Coomera are some of the strongest in SE Queensland on the back of Westfield’s impending Coomera Town Centre development which will include upon completion a department store, two supermarkets, cinema, 123 shops and more,” he said. “Buyers and investors are enthusiastic about the long-term growth potential of the area and are looking to capitalise on this by investing in high quality sites.” Oliver Hume Joint Managing Director Brinton Keath said LURA was perfectly positioned to take advantage of the strong interest in Coomera with a range of blocks and a convenient location close to all amenities. “LURA has everything you need all within five kilometres away. It’s an excellent opportunity to buy into this exciting region,” he said. LURA has excellent access to transport; with the 726 bus servicing the area and the Coomera railway station a three-minute drive away. The Pacific Motorway with access to Brisbane and Surfers Paradise is also a few minutes drive. A number of educational facilities are nearby including Coomera Rivers State School, Pimpama State Secondary School and the Early Learning Centre Coomera and Coomera Anglican College and Upper Coomera State College. For more information visit www.oliverhume.com.au
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