If the importance of knowing your audience and communicating clearly was ever in question, look to the Great Northern Brewing Company for some confirmation.

Just weeks after Carlton & United Breweries (CUB) launched Great Northern’s ‘Outdoors for a Cause’ campaign, CEO of CUB, Danny Celoni stepped down after intense backlash. 

In the ever-evolving landscape of public relations and media, understanding what to pitch and when is crucial for maintaining relevance and maximising exposure. Whether you're targeting short-lead or long-lead media outlets, the key is to provide timely, engaging, and newsworthy content. Here's a guide on what to pitch to the media right now, tailored to both short-lead and long-lead items.

Sometimes, things go wrong. If or when they do, you often need to act fast. Having a crisis blue print in place will pay off, as not only will you have speed on your side, you will also be comfortable and confident with the way forward.

By Amanda Lacey