Plumbing Connection 2-2015

75 / 132

PLUMBING CONNECTION WINTER 2015 75
themes, style of images, using case
studies to blend into a general feeling
about the impact of the magazine.
They have their own personality and of
course, their own particular audience.
Study and work out which publication
best suits your business.
Newspapers are all about news,
current, topical and pertinent. The
key ingredient to a news story for
newspapers is determining what is
relevant to the readers. Consider how
your story affects the local community.
Look at the front pages and the types
of stories they carry inside.
Head to the supplements – the pull
out sections of major newspapers,
in particular the home or real estate
sections. Many newspapers feature an
architecturally significant or especially
sustainable home each week,
highlighting its different or unique
features and covering the process
from the initial brief, through to the
design, draw and build.
The story might also cover various
people including the plumber, the
builder or designer and the owner.
Interviewing these parties can make
for a fascinating read.
04A GREAT PHOTOWILL
STOP TRAFFIC
An eye-catching photo
to accompany the story is critical.
Whether it’s an image of the person
being quoted in the article or a
situation that relates to the story, a
picture of the completed project, an
award winning design, a professional
photo or a series of photos to give
the reader the sense of the design or
project, this is non-negotiable.
Consider engaging a professional
photographer to capture the house
or building at different times of the
day to ensure the light highlights the
workmanship.
05WHAT’S YOUR ANGLE?
If you ever read your
local paper you’ll notice
it highlights what the local school,
church, hospital and shopping centres
are doing – all relevant to people in
the local area. Connect with your local
paper and highlight your local projects
or case studies. Provide newsworthy
and interesting details and of course, a
great photo.
06TIMING IS EVERYTHING
Is your company
teaming up with a local
charity organisation? Have you
mentored some young students
as apprentices who are graduating
as the next generation of trades?
Is the company changing its core
business – and will that affect the local
community? Think outside the box
about the different pieces of news in
your company that are new, fresh or
exciting.
Major stories make news – that
might include partnering with a well-
known building material supplier on
a special project, winning a national
building award or creating a home
completely run on solar.
07HUMAN INTEREST
Human interest stories,
personal or professional,
bring a face to your business. Has
your business helped a client during
a difficult time? Do you have staff
members or contractors who’ve
reached milestones in their career - for
example, built their 1000th home?
Do you have a solid link with a local
organisation you help professionally
due to a personal interest?
It can be a pleasant distraction
in the fast paced life we all lead to
highlight the stories that have meaning
in this sense.
08DOES IT PASS THE “SO
WHAT” TEST?
Do you have a home or
project you’ve designed or built that
everyone is talking about? Got photos
on your phone that you’re proud to
show your mates or a project that
holds their attention and leaves them
wanting to know more? This is the
story worth talking about that the
media will love.
Gather up the architect, the
designer, the builder the contractors
and owner and paint the whole project
to the media from start to finish,
highlighted with stunning images.
To ensure ongoing media coverage
and to make it easier each time you
have a story you want to ‘pitch’,
keep a constant eye on your target
publications.
Take notice of the types of projects
they highlight and the information
they publish, and touch base with
the specific journalist who normally
does this work. Building a relationship
with them will ultimately be mutually
beneficial to both parties.
And a final piece of advice: If at first
you don’t succeed... try again. One
knock back isn’t the end of the world,
and it doesn’t always mean your story’s
not worthy (sometime’s it’s just a
matter of timing).
Learn from it and try again.
Cecelia Haddad is the director of
Marketing Elements, which specialises
in public relations for the building and
environmental sectors.
CONSIDER ENGAGING
A PROFESSIONAL
PHOTOGRAPHER
TO CAPTURE THE
HOUSE OR BUILDING
AT DIFFERENT TIMES
OF THE DAY TO
ENSURE THE LIGHT
HIGHLIGHTS THE
WORKMANSHIP.