When most people think of public relations, they think of free publicity generated by a cleverly worded media release. But having worked as a journalist for six years in Sydney, Hong Kong and London, Amber Daines (pictured), now working in PR, understands what makes news.
Amber told Australian Women Online, “I think everyone who has their own passion or their own business, believes they are the best at what they do and they may not understand why other people are not interested in the same things. But to get bang for their buck, people really need to focus on the areas where they are going to get opportunities and where they can achieve that in the most time effective way. There is no point in me pursuing The Sydney Morning Herald or the Financial Review if we don’t really believe that is going to have a positive outcome.”
“Even if I do think they might have an opportunity, it’s the right timing and making sure we have a really good news angle as well,” she said.
Despite rapid growth in the number of opportunities now available on the Internet, digital media is still viewed by many as complimentary to the more traditional forms of media.
“Generally people will often see online media as something that’s great to get, but they also want to be in the print version or on TV if that’s possible. I see that changing, however, it does take a while for people to understand and really appreciate the value of this medium. Even blogs are becoming a very powerful medium.”
Although public relations work can involve damage control, Amber says most people approach her when they have either a new venue or a new product on the market. “Most campaigns run for three months, sometimes shorter and sometimes longer, and then we’ll reassess to see if there are anymore opportunities.”
Bespoke Communications has solid experience across the lifestyle, business and publishing/arts sectors. Key areas of PR experience are in client management, strategy development and implementation as well as media relations and successful event management for creative and corporate entities. Previous clients have been in the fashion, finance, insurance, trade and packaging industries.
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