How to write a Press Release

We’ve all been waiting for it, and finally 2021 is here. Over the holidays Lennox has been buzzing with visitors. It’s been fantastic to see local businesses being supported after such a trying year.

Success stories are popping up all over the place and if that’s you, it should be part of your marketing strategy to tell people about it. Social media is great at spreading awareness, but a story in the media, whether in a newspaper, magazine or on the TV or radio is unparalleled. Getting your story ‘published’ is the best form of word-of-mouth marketing you can get. We refer to this as ‘earned media’ and it is more trusted and credible to the viewer than ‘paid (owned) media’ as it is seen as unbiased. Naturally, people get talking and before you know it, you will hopefully see an impact on your business in terms of customers and sales.

When something newsworthy happens, let the media know about it by sending them a press release. Journalists are busy bees, so when writing a press release, there is a bit of a recipe to follow to make their life easier.

  1. A Strong and Informative Title

The title is the first thing the journalist will read, so it must clearly describe your story, grab attention and not be too long. This will become your email subject when you send press release out to publications. If it’s boring, the email won’t be opened.

 

  1. Your Subheading is Everything

Journalists receive hundreds of press releases, so don’t have time to read them all. Write a sentence or two that sums up your story and this will become your subheading. Make sure you answer all the Who, Where, When, What, How and Why questions.

 

  1. Talk about the Important Things First

Your press release is not an essay. Like a news article, you need to include the most important and relevant information towards the beginning. When you’ve done this, you can go into more detail, adding quotes and interesting facts about your story.

 

  1. Include Photos with People in Them

Send photos (with people in them) along with your press release. Photos make things more engaging for readers and helps them relate to your story. By including a variety of photos that are captioned, you’ll give your story a better chance of being published.

 

  1. Quotes are important 

Boost the credibility of your story with quotes from the business owners, customers, members of the community…whoever is relevant.

 

  1. Your contact details

Often, journalists will want to get in touch to organise interviews, take photos or learn more. Include your contact details, so they can get in touch.

 

  1. Boilerplate

Appearing at the bottom of every press release, is an outline of your company, products, services, awards and website and social links.

 

And with that fine-tuned recipe, you’ll have a press release ready to send to publications. Happy writing !

 

Should I Outsource Marketing?

Barefruit Marketing Meeting

Here are 5 reasons to outsource your marketing in 2021 and beyond.

Do you need a marketing team but can’t quite justify bringing on full-time staff? Even if you already have a marketing team, perhaps you need more time for high-level strategic and creative thinking. Maybe you need additional expertise and resources for a one-off project or other elements of your marketing plan? Businesses, small and large, outsource their marketing activities to agencies to do more with less resources.

With more and more businesses outsourcing their marketing, let’s look into why it’s such an attractive option.

1. Access to expertise, resources, technology and unique perspectives
1.	Access to expertise, resources, technology and unique perspectives

By working with a marketing agency, you instantly increase your resources and capabilities for your business. Gone are the days of having an idea and not being able to execute it to the standard you’d like. When you bring on an agency to look after your marketing, you absorb their experience and expertise, as well as the technology and software they use. Agency employees are experienced in creative thinking, looking at the bigger picture and by being outside of the internal business, they bring unique perspectives to business solutions.

In-house marketing can be great, but usually you end up with a team who are all-rounders because you need them to do lot of different tasks. Agencies are able to provide businesses with people who are specialists in a particular area. Need a new brand video? An agency will have a videographer and a video editor. Need an ongoing digital campaign? An agency will have someone to look after your social media, someone for your Google Ads campaigns and someone else for your SEO strategy. These people are all experts in their field, so you know you’re getting the best of the best.

When you outsource your marketing, you instantly have the tools and the people to make your ideas come to fruition

2. You’ll save money
You'll save money

In-house marketing teams are expensive, not to mention the cost of the equipment, hardware, software and materials required to do the job professionally. When you consider the time invested in finding the right person for the job, recruitment, training and salaries, in-house marketing is quite a big investment. The average annual salary of a Marketing Manager in Australia is $90K (and that’s just for an individual). Instead, when outsourcing, your business can receive the support and expertise from an entire team of marketing professionals (top-level strategists, copywriters, creative directors, graphic designers, digital marketing experts, web developers and account handlers) for much less. Plus, an agency gives you flexibility; it’s up to you how much you want to invest, whether it be on an ongoing- or project-basis. 

3. Get things done, and faster
3.	Get things done, and faster

We get it, running a one-man show is a lot already. Employees and business owners, especially in small business, are often stretched for time, fulfilling their day-to-day responsibilities and operations. This leaves no time for strategic thinking, creative concepting, development and production of campaigns, let alone urgent advertising deadlines and ongoing digital marketing.

Sometimes it can take time to get the ball rolling on campaigns and other marketing activities when you’re doing it all yourself. If an order comes up or you’re slammed with organising a market day stall, we know your promotional efforts will slip down the list of priorities. The thing is, they really shouldn’t, especially when you are busy. When you don’t have the time, an agency does, and the promotional activity will become a constant. In turn, you’ll increase your sales and revenue at a constant too.

4. Analysis and Reporting all done for you
Reporting

It’s one thing to run a campaign and engage in marketing efforts, but it’s another thing to analyse performance. Arguably, one of the most important stages in any marketing activity is the analysis of how it performed. Understanding consumer engagement and drawing insights from the data collected will inform future marketing direction and reveal the-all-important Return on Investment. Unfortunately, there is sometimes not enough time to pick apart the data in an in-house marketing team, which is why outsourcing marketing activities can really be valuable for businesses.

Ultimately, it’s better to get the experts in to analyse the data, especially when you don’t know what you’re looking for. Further to this, some analysis tools that agencies have access to are expensive and difficult to use without proper training. We’re not saying you can’t do it, not at all. However, it’s probably more convenient and resourceful to leave it to someone who knows what to do.

5. Strategic Direction
Strategic direction

Agencies are constantly reviewing their campaigns and investigating data because it’s in their best interest to execute successful campaigns for their clients. Analysis also informs how a campaign can be improved for the future, which in turn informs strategic direction.

Business and marketing strategy go hand-in-hand. Agencies work with many different businesses to, ultimately, help the business grow and this can involve high-level strategic direction. If you’re pressed for time or feel like you’re not sure what needs to be determined when it comes to business strategy, an agency can really help. They’ve got experience with helping businesses across all industries, and they do it all day, every day.

All in all, we’re all for outsourcing marketing, no matter the size of the business. Whether it’s handing over organic social media management to an agency or having them concept and execute TVC and radio advertising. Gaining access to a team of experts who are highly experienced across many different services at a lower cost than hiring one to two internal marketers is enough reason in itself to get in touch with an agency.

Indigenous farming on offer at Wollongbar college

Barefruit assisted North Coast Community College with the launch of their new Primary Industries Training Centre. This involved creating media buzz to generate free publicity. Our PR strategy involved sending out a press release to the media before and after the event to engage local publications. The Byron Echo, followed up our press release with an article about the new training centre in Wollongbar.

The Echo's focus was informing the public about the indigenous aspect of the new, unique Cert. III qualifications. It's a first for our local area, and perhaps one in the State (who knows, maybe even nation-wide). The collaboration between North Coast Community College and the DPI extends also to the local indigenous tribe. The new qualifications all have a Cultural unit, taught by Cultural Trainer, Tracy King. She said, ‘As a Bundjalung woman with cultural connections through kinship throughout the Bundjalung Nation, I am very passionate and a firm believer in Aboriginal cultural and heritage values to use as a tool for future generations’.

You can read more this project here.

 

 

Northern Rivers Food – Event Management

Northern Rivers Food

Event Management

Save the date golf event

the brief

Northern Rivers Food hold a Golf Day each year to raise money for their organisation. Due to COVID-19 implications, Northern Rivers Food were not going to hold the event this year, until Barefruit offered to organise it. The goal was to organise the event, working with local food businesses and attract around 40 - 50 players. This was a fantastic opportunity to connect with another industry and build relationships for future business.  

Goody Bags for NRF Event

our response

With a six-week lead time, the priority was to find a venue and to contact local food businesses to ask if they wanted to sponsor and/ or contribute to the day. Byron Bay Golf Club agreed to hold the event and provide catering for late lunch and Barefruit became the major sponsor of the event. Northern Rivers Food wanted to provide 'goody bags' for each player and award prizes at the end of the day. Organising this involved reaching out to local food businesses and collecting donations of product. Over 15 companies donated product for the goody bags and prizes. 

Barefruit was also involved in advising how to promote the event as well as designing a digital invitation and social media content. Stone and Wood sponsored the event with a 'Bar on the Green' at hole 18. A keg was set up under a marque, accompanied by baguettes from The Bread Social and cured meats from Salumi for players to enjoy.

Goody Bags for NRF Event
Inside Goody Bag
Invitation for Golf day

the fruits

The event, held on Friday, 13 November was a great success. We attracted 54 players, who played in teams of 4. This was 4 players extra than the 2019 event! Goody bags for each player included donations of product from Brookfarm, Cape Byron Distillery, Dona Cholita, Tweed Real Food, Santos Organics, Extraordinary Foods, Mt Warning Spring Water, Northern Rivers Food and Barefruit Marketing. The Stone and Wood bar was a hit, enjoyed by all.

We were particularly proud of our Barefruit Marketing lunch bag which was part of the goody bag. We included an orange, flyer, branded pen and orange scorer in a brown lunch bag, sealed with a Barefruit sticker. 

Northern Rivers Golf day Event
Stone and Wood Bar at Golf Day
On the Green

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Far North Coast Creative Agency Rebrand Financial Services Firm

September has been an exciting month for Barefruit. Another one of our client projects has been recognised and featured by B&T Australia. Korff Wealth, formerly known as Yellow Brick Road Wealth and Management, Northern Rivers approached us with a rebrand brief at the beginning of the year. It was interesting timing, with Australia heading into lockdown due to the COVID-19 pandemic mid-way through strategic and branding conversations. However, Korff Wealth saw this as an opportunity; with the current economic climate, Australians are looking for expert financial advice they can trust, more than ever. Considering, it was the perfect timing for a strategical review and rebrand of the business.

Read more about the project here.

 

NCCC – the Ballina Advocat – Bush Food opens doors for employment

A Press Release, written by Barefruit, engaged the interest of a Ballina Advocate journalist. As part of a Public Relations strategy for the launch of the North Coast Community College (NCCC) Primary Industries Training Centre, Barefruit created hype about its opening event. Javier Encalada, journalist At the Ballina Advocate, joined us at the Primary Industries Training Centre opening event in early September 2020.

Javier took a different angle on the opening event and focused on how the new training centre and qualifications. He explained how the centre will provide opportunities for the community to learn the tradition culture of the local area. Javier interviewed Tracey King, who is the NCCC's Cultural Trainer, gaining great insight into her opinions about the new facility and it's importance in sharing local, traditional knowledge with everyone.

Barefruit was briefed by North Coast Community College to engage the attention of the media for the opening of the new Primary Industries Training Centre. The team is very proud to be working on such an important initiative. Read more about the project here.

 

North Coast Community College – PR and Event Management

North Coast Community College

PR and Event Management

the brief

Eight weeks out from the launch date, Barefruit was engaged by Kate Kempshall, CEO of North Coast Community College (NCCC) to assist with the PR and Event Management of the official opening of North Coast Community College Primary Industries Training Facility - a collaboration between NCCC and the Department of Primary Industries. The aim was to manufacture as much free publicity as we could about the new training centre and its new qualifications, as well as help organise an opening event to attract dignitaries, community guests and the media.

our response

The team at Barefruit worked closely with Kate and her team at NCCC, as well as the Department of Primary Industries on a part-pro bono basis, to produce a Press Release about the uniqueness and future potential of the training centre and qualifications for the local community and beyond. In the lead up to the official opening date, Barefruit played a major role in the organisation of the event, including managing invitations and RSVPs, catering, website updates, speech writing and more! Barefruit were also very much involved in creating email invitations, a course booklet and an illustrated map of the training facility. In the current climate of COVID-19, special consideration was taken in planning an event that would be safe for attendees. 

the fruits

The press release written by Barefruit was picked up by The Northern Star, the Ballina Advocate, ABC North Coast and NBN News, who all published stories about NCCC Primary Industries Training Centre. Paradise FM held a radio interview with Kate the day before the event too. The event was a great success, with media representatives from most local publications and television channels present, as well as dignitaries and special guests. Through this initial project, NCCC has awarded Barefruit as their marketing agency n a retainer basis, which is very exciting for the whole team. 

NCCC Booklet, featuring Illustrated Map
Illustrated Map for NCCC Primary Industries Training Centre

Articles from the Media

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NCCC – NBN News – Wollongbar gets north coast community college campus

As part of a Public Relations strategy for the launch of the North Coast Community College Primary Industries Training Centre, Barefruit engaged the interest of a local NBN journalist, Georgia Schefe. With our Press release, this journalist wrote a story for the NBN website and Television broadcast. Georgia and her camera man attended the opening event to capture footage and hold interviews for a TV story. Kate Kempshall, CEO of North Coast Community College, was interviewed and this, along with a short story about the new training facility and qualifications ran on the local 6pm news that night.

Visit the article here to watch Georgia's interview with Kate.

Read more about Barefruit's project with North Coast Community College here.

 

 

Leaving the rest behind

Tweed Holiday Parks made the font page of the Tweed Daily News on 6, April 2019! The article featured the new Kingscliff park that has been in operation for 12 months and has already had great success, hosting 40,000 holidaymakers since it's opening.

The demand on the park has exceeded the expectations of park managers, Luke and Brooke who "can't keep the smiles off their faces".  The park recently underwent major renovations and refurbishments, which has given the sites a nice breath of fresh air and modern look and feel. New cabins have been built, attracting holiday-makers who love beach-side accommodation but also enjoy an affordable price. The team at Barefruit sent out a Press Release to media about the success of the Kingscliff park, and we were thrilled to find the piece had been picked up for a front page feature.

Tweed Holiday Parks initially approached Barefruit to guide them through a rebrand project. We have continued this relationship and assist them with their SEO, social media, digital advertising and more. You can read more this project here.

Electric Kombi Land

As part of our PR campaign for EV Classic, we sent out a Press Release to local newspapers. It was exciting to see the story picked up by The Northern Star. You can read more about this project here.

Byron Bay based EV Classic, run by Alex Bosin, is a sister company to Byron Bay Kombis and is in partnership with Retro Campervans. Recently, EV Classic launched their first 100% electric VW Kombi.

German-born engineer, Alex, first visited Byron in 1998 and ten years later found himself settling down in the area. In 2008, he began to capitalise his skill with German cars and love for modern technology and nature.  Alex goes on to say, "if you have a classic car that you want to preserve, with little or no maintenance costs, and like the idea of helping the environment, then an EV conversion might be a great solution!".