The benefits of getting media coverage for your organisation or brand are far and wide – coverage can help change awareness, opinions and behavior.
By properly planning ahead you are more likely to build a positive relationship with journalists and generate quality coverage for your organisation now and in the future. With this in mind, we’ve created some simple guidance for you to make sure that you are prepared for press activities. This advice was developed together with a journalist based in Hong Kong on her needs and experiences.
1. Strong Press Release
A press release with a clear and catchy story angle makes it more likely that a journalist will pick up the story. It is important that press releases are short, sharp and to the point – 500 words should suffice, and they should be written in proper English (English media) or Traditional Chinese (for Chinese media), include any key facts, links to images, video and any other relevant collaterals or documents, and include a current media contact and/or PR agency contact (email and mobile number). (we will address press releases and pitching in another guide)
2. Facts and figures
It’s always worth having factsheets and numbers to supply to journalists. These should cover any important statistics and information, and include biographies of relevant people in your organisation especially spokespeople. We also like to prepare a boilerplate – this appears at the end of any of a company’s press releases and concisely describes the company or organisation in a few sentences.
3. High resolution, professional photos
More so now than ever before, press want pictures. Most stories are accompanied by images, if not in the story itself then for posting on social media, so providing a variety of images that are high resolution (for print publications) and professional (not stock images) is essential. Images should be engaging and relevant and should be easily accessible to press, ideally via links that don’t expire over time. Generally, we advise including such links within the press release so media can access them quickly and without need for further follow-up.
4. Access to interviewees/spokespeople
Clients should be prepared to carry out interviews with members of the media who may be keen to explore their products or services in greater detail. Chosen spokespeople should be well versed in the subject matter and available for interview either in person or over the phone soon after a journalist’s request, or prepared to provide comprehensive answers over email in good time to meet journalist deadlines.
5. Rapid response
When journalists choose to pick up a story their editor or publication will have a deadline, which can mean quick responses – either to interview requests or other queries – are required to ensure any stories go ahead. It’s important to be available following the launch of a product or service and to reply to journalists or your PR agency in a timely manner. As a PR agency, we try to get back to our journalist contacts within the same day, or at least by the following morning as we know that most requests come to us with a sense of urgency. News doesn’t wait! Additionally, if you are able to provide the information and quotes or interviews that a journalist requires comprehensively and quickly then it may encourage them to write about you again in the future or to call on you for quotes or opinion on other industry-related matters or topics. It’s always worth building relationships with our journalists.
6. Online presence
When launching a news-worthy product or service, it is important that you have an associated online presence, as journalists will likely turn to Google to further research anything mentioned in the press release. This usually means that any products or services should be live, available and ready to go along with the press release.
If you need any help in this area or have some
differing/additional views to add, we would love to hear from you.
About Cred Communications
Cred Communications delivers PR campaigns for a variety of sectors. Our founder, Mandy Queen, has over 20 years’ experience in public relations and worked in-house for FMCG, public bodies and large trade fair organisers Messe Frankfurt and Global Sources in Hong Kong as well as created and promoted consumer events such as the award-winning UK-wide promotion Seafood Week before founding Cred Communications in Hong Kong in 2010.
Get in touch to find out how we might be able to work together:
Tel: +852 2110 3519
If you enjoyed this article then check out our free eBook on running a low cost on-site press office during your event, festival or trade show. You can download it here.
Few things spell summer quite like enjoying a glass of excellent wine in the afternoon sun. This month, we’re very happy to be doing the PR for Eddie McDougall, the man behind The Flying Winemaker, one of Asia’s most dynamic wine brands. Award-winning winemaker, rosé and Asian wine expert, wine critic and TV personality Eddie believes in the power of wine as the “social glue”. With his cross-cultural upbringing in Hong Kong and Australia, Eddie has worked with many influential wineries and has gathered over a decade of winemaking experience. The brand is well known for their popular event Rosé Revolution, which is now in its 8th year and will take place in Hong Kong, Shanghai and Macau this summer.
We will be working closely with Eddie on publicising his event, along with promoting some exciting new developments for the brand.
15th September 2017, Hong Kong – For the first time, nine local celebrities came together in one video to show their support to this year’s Cancer Fund’s Pink Revolution by making a simple gesture – a pinky promise – showing their commitment in raising breast health awareness in the community and supporting women with breast cancer. The premiere screening of the video took place today at the Pink Revolution launch event held at The ONE, Tsim Sha Tsui. Local celebrities Joyce Cheng, Kathy Chow and film director Kearen Pang shared the stage with 15 breast cancer survivors to make their pinky promise to advocate breast cancer awareness.
The video launched today includes messages from actress Fala Chen, singer Gigi Leung, mother-to-be May Kwong, actresses Joyce Cheng, Chrissie Chau, Isabel Chan, film director Kearen Pang, news anchor Akina Fong and DJ Josephine Chu (Chufun). The video will be available on Cancer Fund’s social media platforms for viewing and sharing. International model and celebrity Kathy Chow also shared for the first time her personal experience of being touched by cancer when her best friend was diagnosed.
“The number of women being diagnosed is growing, and so is the Cancer Fund; so there is an increasing need for early detection and support for our free services,” said Sally Lo, Founder & CEO of Hong Kong Cancer Fund. “Making a ‘Pinky Promise’ is a simple gesture, used to encourage women in Hong Kong to check their breasts regularly, and for everyone to support families living with breast cancer.”
At the launch event, breast cancer survivor Bondie shared how she faced breast cancer and her worry for her family, especially her then 5-year-old son. Her family turned to Cancer Fund’s free support services, where she received practical support in managing treatment side effects, and participated in programmes that brought the family closer together on the cancer journey. “I understand feeling scared and alone by a breast cancer diagnosis, but don’t be. There are free resources in the community like those the Cancer Fund provides, and remember, your family is your strongest backup,” said Bondie.
Medical advisor of the Cancer Fund and Director of the Radiotherapy & Oncology Centre at Hong Kong Baptist Hospital Dr. William Foo shared his professional view at the launch event: “When breast cancer strikes, it will create a shock wave: not only for the patient herself, but also her loved ones, who are all affected. Almost 90% of breast cancer patients can attain a cure. However the cancer journey is very demanding both physically and psychosocially. Close family, especially the spouse, bears the impact. They often do not know how to cope. A well-supported and adjusted family will provide the best environment for the patient to make their way to recovery.”
Everyone can help to raise breast cancer awareness this year by sharing the ‘Pinky Promise’ video available on Cancer Fund’s Facebook https://www.facebook.com/hongkongcancerfund and YouTube channel https://www.youtube.com/user/hongkongcancerfund, sharing it with the hashtags #pinkypromisehk, #checksupportshare, #hkcancerfund and #shopforpink, and making a donation online http://pink.cancer-fund.org/donate.
Cancer Fund’s Pink Revolution also includes Shop for Pink; the city’s largest ‘shop for a good cause’ event. Thirty retails,restaurants and hotels brands are offering new Pink items this October to make shopping more fun, with part of the proceeds to be donated to Cancer Fund’s free breast cancer services. Everyone is also encouraged to dress pink by joining Dress Pink Day on 27 October to show your care to people affected by breast cancer. To register and window-shop Shop for Pink items, visit http://pink.cancer-fund.org/en/.
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About Hong Kong Cancer Fund
Hong Kong Cancer Fund is the city’s largest cancer support organisation, providing free information and professional support to anyone living with or affected by cancer. Established in 1987, our vision is to better the quality of cancer support in Hong Kong and ensure that no one faces cancer alone. We began by offering free information and support, and have slowly expanded over time to address all aspects of cancer care. Our work now encompasses public education, cancer research, home care, peer support, complementary therapies, the funding of hospital equipment and much more. We fill the gaps in cancer care to improve the quality of life for people touched by cancer.
Hong Kong Cancer Fund’s services are all FREE. Receiving no money from the government or the Community Chest, we rely solely on public generosity to sustain our ongoing cancer support services. For more information, please visit cancer-fund.org
About Cancer Fund Pink Revolution
Pink Revolution is Hong Kong’s biggest and most comprehensive breast cancer education and fundraising campaign, running every October in line with international breast cancer awareness month. Each year, Pink Revolution reminds women about the importance of regular breast checks and empowers them to take charge of their own breast health with the message that early detection and treatment saves lives. The campaign also raises funds through initiatives such as Shop For Pink and Dress Pink Day, with all funds raised going towards Cancer Fund’s FREE breast cancer care services to support women with breast cancer.
The U.K’s leading retailer; Hong Kong’s fastest-growing non-profit; our city’s first ever bike-sharing system. We’ve got exciting PR news to share with you today!
After successful PR activities in 2016, honestbee renewed their contract with Cred Communications for a Spring- Summer campaign. Honestbee is Hong Kong’s premier grocery concierge delivery service and hired Cred to facilitate the announcement of their partnership with TESCO, the U.K’s leading retailer and seven other leading supermarket chains. With over 30,000 products available from 25 partners including 8 major supermarkets, honestbee has grown from a Singaporean tech startup to a well-known service successfully operating in 8 great cities in Asia.
This February marked the second year of our work with the Hong Kong Wireless Technology Industry Association (WTIA). Organized annually since 2012, WTIA’s exciting Asia Smart App Awards brings together key experts in the mobile app industry across Asia to reward innovative smart app developers. After last year’s success, Cred was hired again to organize a promotional seminar and press conference as well as to handle on-site and off-site media relations for the Asia Smart App Summit and Awards Presentation Ceremony. With 111 entries from 13 Asian countries including newcomers such as Cambodia, Sri Lanka, and Vietnam, the awards continues to become a bigger success every year.
In December 2016, over 1000 cities worldwide had bike-sharing options, yet Hong Kong – Asia’s World City – was not one of them. Now, Hong Kong can count itself amongst the long list of forward-thinking places striving for a greener, more collaborative and more active way of living. Gobee.bike is Hong Kong’s first bike-sharing system, and in April we helped launch the scheme with its first 1000 bikes. After a successful media briefing event during which Gobee.bike’s CEO Raphael Cohen (former COO of HotelQuickly) was interviewed and gave a demonstration on one of the signature neon green bikes, the company has decided to extend their contract with Cred Communications.
At Cred, we are extremely proud when clients extend or renew their contracts with us – our clients are our no.1 priority, and this comes through in everything we do.
Hong Kong is a fast moving, fast thinking, fast finance city and that includes the fast growing number of events that are hosted each and every day in our beloved metropolis. And that’s exactly why it’s experience that counts!
At Cred we get very excited at the prospect of turning a potentially dry and possibly uninspiring cocktail party into an experience that won’t be forgotten in a rush.