CAN YOU USE PR TO HELP ADVERTISE?
Media relations is an effective Public Relations technique to share news in a consistent, timely and fast way to the media and show your customers you mean business. If used correctly, media relations can often add to your existing advertising, in fact it can sometimes be more effective than advertising – often creating bigger impact, more tactical messaging and developing a better bang for your brand. The best part is, if used properly, it can cost you very little!
One of the most significant parts of media relations is the development of media releases and liaising with media. You might be wondering what is involved with a media release, getting it out to media and making it a worthwhile exercise for your business, brand or campaign?
We’ve broken it down in to 6 manageable steps. dms CREATiVE can assist with all or any number of the stages to ensure your media relations campaign is a success.
DECIDE IF A MEDIA RELEASE IS RIGHT FOR YOU.
Before really getting started, you need to be sure a media release is the right method of communication for you and your business at this time. What is it that you want to say? What is your main objective of communicating this message?
WRITE THE MEDIA RELEASE.
In order to write a media release, you need to develop the story we want to share and be sure that you’re comfortable with the strong and newsworthy angle that is used.
CREATE A MEDIA DISTRIBUTION LIST AND SEND.
Depending on your budget and the target audience of your release, you can distribute to a varying number of journalists, from varying publications and regions.
FOLLOW UP JOURNALISTS.
Following up with the journalist is important to find out the following: 1. Has the intended target received the release? 2. Is the journalist planning on using the release for a story at all?
ATTENDING MEDIA CALLS.
A media call is the designated time where media will conduct their interviews, photos, record vision etc, so it’s important they are run efficiently and effectively.
MONITORING AND COMPILING MEDIA COVERAGE.
There are different ways to monitor the coverage that is generated. You can use specific Advertising Space Rate formulas or have professional media monitoring services assist.
Feeling inspired to give the world of PR a go? Be sure to get in to contact if we can help!
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When Dr Claire Schmidt from Allora Medical came to us, she was ready for change. Under her leadership, the practice had evolved — embracing a more personal, community-driven approach to healthcare. But the existing brand and online presence wasn’t telling that story. The website and socials felt dated and didn’t reflect the warmth, professionalism and genuine care that the team delivers every day. It was time for their digital presence to catch up with who they truly are. The Challenge Allora Medical needed a brand and website to reflect their real point of difference — the human connection at the heart of their practice. This isn’t a place for “six-minute medicine.” It’s a place where people matter, where care takes time, and where patients felt known. Yet visually and strategically, that message wasn’t coming through. The practice faced an additional challenge: attracting and retaining health professionals in a rural location. The brand needed to communicate trust and expertise to patients, as well as genuine opportunity for potential team members. Our Approach At dms CREATiVE, we began by realigning the brand to better reflect the spirit of Allora Medical. We refreshed the logo and visual identity to convey warmth, care, and community pride - an elegant evolution to retain recognition while elevating the overall presentation. From there, we developed a website balancing compliance with genuine connection — a modern, mobile-responsive platform that’s easy to navigate and effortless for the team to update. Authentic photography of the team and surrounding Allora landscapes played a vital role in grounding the brand in its local context. The result is a website that doesn’t just inform — it feels like Allora. To support long-term goals, the site works hand-in-hand with their social media strategy, helping to humanise the practice and position Allora as an attractive destination for health professionals seeking a rural lifestyle with city convenience. The Outcome The new Allora Medical website now mirrors the experience patients receive the moment they walk through the door — personal, professional, and proudly local. It gives patients confidence in their care and helps prospective staff see Allora as a place where careers and community thrive together.
A bold, purpose-built new website that positions Joe Wagner Group for its next phase of growth — and confirms dms CREATiVE as the go-to partner for strategic, conversion-focused brand and website development.
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