In this week’s #FreeAdviceFriday we hear from Georgia Bainbridge, Business Director Integration, Social and Content from Thrive PR and Communications.

Georgia leads the Content offering for the agency, working with some of Australia’s biggest brands and talks about the importance of Content in PR – but she also says it doesn’t have to break the bank and she offers some simple tips and useful resources for creating DIY content.

Here’s what Georgia had to say:

We’ve all heard the saying “Content is King”, almost as much as we heard the word pivot in 2020, but the Australian media landscape is fragmented and lean, journalists and newsrooms are time poor and as a result want content that is ready to go.

Creating your own content should be a priority and it doesn’t have to be expensive. First, think about the type of content that would best showcase you and your business – a headshot is a must, but depending on your business this could also include product shots and lifestyle imagery. Also think about how you can bring your story to life, visually. The more creative you can be, the more enticing it will be for media (provided it’s appropriate for your business, that is).

A student photographer can take a good quality headshot for you. And if you want to generate TV coverage, a videographer will charge around $700 to shoot and edit a Video News Release. (For the uninitiated, a video news release is a video package of pre-recorded interviews and B Roll footage that you deliver to newsrooms along with your media release, making the media’s job easier and enhancing the appeal of your story – provided its newsworthy, of course). Websites like Fiverr and Genero connect you with freelancers from around the world to make videos, infographics, animation and more, or you can try it yourself using tools like Canva. 

You’ll be surprised just how many affordable resources are at your fingertips, so make good quality content a priority and enhance the appeal of your media pitches by serving up ready to go content.

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If you want to learn more about the power of PR in growing your business, and access more insider tips and tricks, then check out our Mastering The Art of Media Relations manual which will help you on your way to becoming an overnight PR pro!