ABOUT 35 local business owners started their morning early, at the June ‘Chamber Connect’ event, on Thursday, June 13, 2024.
To start, Whitsunday Chamber of Commerce and Industry president Allan Milostic gave an update on Chamber activities.
These included the annual review of progress made against its five-year strategic plan and commentary on the Federal and Queensland State Budgets and what they mean for the Whitsundays.
The main event was the discussion panel on the theme of ‘getting free media for your business’.
Whitsunday News editor/owner Deb Friend started the conversation on the purpose and structure of a great media release.
Her top tips were to know what you want to say – is it a story about the impact from pain and suffering, a local hero, a celebrity or VIP, or something that is new and exclusive?
Craft your news into a story of around 300-400 words with a catchy heading and the business’s key messages included.
Tuning into radio, Paul O’Connor from Star FM, 4MK and Kix Mackay, highlighted the time limitation of radio. He quoted a 2015 survey that found that the average adult human attention span has decreased over time from 12 seconds to 8 seconds.
The challenge in radio is to develop that eight second statement that will stimulate the attitude of listeners on a topic that is more about your audience and the community and less about your business.
If you’re lucky enough to be interviewed, radio announcers appreciate a short, compelling introduction to start the conversation.
Rachael Smith of Mackay and Whitsunday Life started by sharing her own story as a business owner and her frustration at not getting any local media. This was due to not fully understanding the business model of a free newspaper.
Free newspapers totally rely on advertising so, in turn, they have strict measures around who receives editorial space. Advertisers receive priority but free newspapers will consider stories that are community-orientated – such as your business has made a community contribution or impact, or you are sponsoring a community event. Rachael also encouraged local businesses to utilise Chamber member benefits such as the monthly business profile and ‘Ask an Expert’ series.
To bring it all together, Tegan Philpott – currently with CQ Rescue and formally the Chief of Staff with ABC Tropical North – spoke about factors of a story that resonate in the region. People need to feel connected to a story.
Her advice was to craft stories that can quickly connect to your audience (know who you want to reach), that have a community angle, and can help you further engage in the community.
Tegan showed CQ Rescue’s current campaign, featuring the Dray family from Prosperine, as an example. Her other words of advice were to build relationships with a range of media outlets and regularly ‘feed the beast’ with quality press releases and, if you become the focus of bad media, find a way to own it and take control to correct the narrative.
In closing, Scott McPherson from IDEAL Placements shared exciting news of their partnership with the Chamber and the Proserpine State High School, for the 2024 Whitsunday Jobs Fair.
IDEAL Placements is seeking business owners, who will have positions available, to register their spot for the Job Fair as soon as possible.
Photo caption: (L-R) Tegan Philpott, Rachael Smith, Chamber President Allan Milostic, Paul O’Connor and Deb Friend. Photo contributed.
