There’s a well-known saying, “Advertising is what you pay for, publicity is what you pray for.” Anyone can brag about their own company but having a story reported by a journalist is far more convincing. It’s genuine so it builds trust, credibility and the story is more likely to be remembered.

This month, we’ve had the pleasure of working with businesses committed to making a positive impact.

As a general rule, the media is more inclined to cover a story if a human interest angle is involved. This usually comes by way of a case study – someone who has or might benefit from your client’s work who can convey their personal story to the media.

Mark Woodland and his innovative new business – Kismet – are looking to revolutionise the way Australia’s healthcare system is run. In the past month, Mark has had the opportunity to share Kismet’s story and vision through several high-profile media appearances.

This month at Profile Media we had the absolute privilege of sharing the story of Fly2 Health’s first charity flight. The flight helped eight-year-old Frankie and his dad go from Lake Grace to his specialist appointments in Perth in ninety minutes, replacing what would usually be a multi-day trip!

Most journalists and editors receive upwards of 200 media releases and PR pitches a day, at a conservative estimate. Standing out from that throng of correspondence is not easy – akin to getting someone to open an email in their junk folder.