ISSUE No. 1 

IN THIS ISSUE

1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms

Quotable Quote - What was the biggest news story in Perth for 75
years? An event that has shocked our community, generated
considerable debate and changed our attitude towards our beaches?

It was the fatal shark attack at North Cottesloe Beach just over a
week ago.

8M has the contract to supply SBS Radio with stories from Western
Australia and I spent considerable time putting together a news
feature on the attack - interviewing shark experts,
witnesses and commercial shark fishermen.

It wasn't an easy task to do - frankly you'd prefer not to
have to do these stories.

There's always the debate - does the media go too far
or is it in the public interest? In this case I believe the public
wanted to know the facts.

I interviewed eyewitness Kim Gamble - owner of the Blue Duck cafe
overlooking North Cottesloe Beach. This is what he had to say:

"Suddenly someone yelled shark attack, I turned around and
saw this huge pool of blood and this shark fin and tail thrashing
around and the shark pushing this person in a northerly direction.

"Then the shark let go of  this person and circled around a bit more.
The guy popped to the surface and started swimming and I thought
that's great he's OK.

"Then it turned to this other chap who was in the shallows on the
reef, he was back peddling and the shark was attacking him.
It was not very nice.

"It was a big fish, the fin was very large compared to a person's
head.

"I do a lot of diving and I've seen a lot of sharks and
that was a very big shark."

Despite having witnessed something absolutely horrible, I admire the
courage Kim had in telling the story. He was traumatised by the event,
but he stuck to the facts and just told the story as it happened.

In a high risk or crisis event - the more facts you can provide
the more informed the community will be.

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ISSUE No. 3

IN THIS ISSUE

1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms

Quotable Quote - How do you define success?

"When you place yourself in a position where you have the freedom to
do what you want to do"

Dick Smith, Australian Entrepreneur

Dick is one of those great self-taught marketers who has achieved
success. For example he sold Dick Smith Electronics for $25 million
while still in his 20s. He left school early and has never studied
marketing. Yet he has been extremely successful in building businesses
around his personal brand.

The Insiders Guide to Media & Marketing - Tips & Advice

So how do you build a personal brand? These are the 5 Tips I believe
essential for marketing who you are and what you do:

1. Continually update your skills and learn. No-one has a mortgage on
good ideas. Continually update your own skill base and be exposed to
new ideas. There is a wealth of information available and your goal
should be to fossick around for good ideas and apply the ones that are
most relevant to you and your business. Dick Smith never went to
University but he never stopped picking up practical marketing ideas
that worked.

2. Keep motivated. When faced with a major challenge like building a
personal brand you are going to come up against major challenges.
Remember persistence is vital.

3. Stay positive. Again it is attitude that determines success rather
than skills. As many motivational speakers will tell you the only
place you should allow negatives to develop is in a darkroom. Don't
let your mind become a darkroom.

4. Under-promise and over deliver. Customer service is essential in
any brand building exercise and this applies to your own personal
brand. Always go the extra distance.

5. Be pro-active in seeking media and marketing opportunities. Dick
Smith and Richard Branson are masters at managing the media to build
their businesses. They know what makes a good story and understand how
the media works. How many times have they created a media event to
generate thousands of dollars worth of media coverage for free? How
can you apply these principles to your business?

Media NTK's (Need to Knows)

"Slug" - A slug is the name given to a story by a journalist. It is
used extensively in computerised newsrooms and news systems to quickly
identify stories and interviews.

The slug is the working title given to a story. A slug may also be
used in writing media releases and maybe the title of the document. A
slug is not to be confused with a headline or a garden pest!

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ISSUE No. 4

1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms

Quotable Quote - How do you make intangible concepts and ideas more
memorable?

I recently spent time in Tom Price working with Hamersley Iron's
emergency response team in dealing with the media during a crisis.

Tom Price is one of those great communities founded on a sense
of optimism about the future. Thomas Moore Price, after which the
mountain and town were named was a man of great character and
enthusiasm. I love this quote from him to the Australian media on
March 11, 1962 when describing the iron ore potential of the region.

"How much iron ore is there? How do you measure the air?"

This quote is simple, memorable and makes tangible for the average
person the potential of mining in the remote and rugged Hamersley
Ranges in WA. How true his words have been nearly 30 years later!

The Insiders Guide to Media & Marketing - Tips & Advice

Well you are at that next social function over the Christmas and New
Year break and you meet someone new. Almost without failure they ask
...."What do you do?" How do you turn this question into a marketing
opportunity? We suggest you develop a Personal Brand Statement (PBS)
that describes who you are and what you do. Here are 5 reasons to have
your own Personal Brand Statement to help market yourself at
that next networking function:

1. Make it powerful and simple so it says concisely who you are and
what you do. It should be less than 10 words.

2. Be original and use it to position yourself as a provider of
solutions or results. A consistent message can also be incorporated
into your other marketing materials and activities.

3. Make sure it conveys confidence and energy. Always
focus on the benefits of your product or service.

4. Know it off by heart. It makes marketing to prospects and clients
easier.

5. Make sure it reflects and summarises your unique set of skills,
values and passion in life.

Media NTK's (Need to Knows)

"News Grab". That short quotation that journalists in broadcast media
look for to add colour and credibility to a story. Often memorable
and short. Metaphors, analogies and examples can be very useful. Also
known as a "sound bite". Usually between 7 and 10 seconds for news.