In the sea of Coronavirus news, it is easy to feel overwhelmed and stressed. Add in the pressure of lockdown and everyone’s well-being is strained. Now more than ever, it is imperative for the media to share good news stories to help alleviate the anxiety and to spread a little hope into people’s lives.
The media recognises this and is crying out for positive stories. In fact, the Today Show even put out a request on air for their viewers’ help in finding good news stories.
PR professionals too are keen to spread good news and we should be engaging with our clients to unearth positive news stories. We are fortunate to work with many great clients including an amazing charity, Make-A-Wish Australia. Even in the face of the added adversity of COVID-19, this dynamic charity is doing everything possible to continue its invaluable mission of granting the wishes of children with life-threatening illnesses.
Recently Make-A-Wish gifted a gorgeous Jack Russell puppy (aptly named Wish) to 10-year-old Chloe, who has been diagnosed with Idiopathic Pulmonary Hypertension.
The television coverage of this heart-warming story only became possible through working as a team with the media to overcome a number of logistical hurdles. We thought we’d share our learnings from that experience to help encourage more media and more organisations get those positive news stories out there.
Wrights has never been one for mass media release blasts, and now more than ever is not the time for them. Media relations calls for a tailored approach. You need to determine which is the most appropriate media outlet and target your pitch to suit their style and audience. Envision how the story could work for them and don’t be afraid to offer suggestions. As always, research is key. For Chloe’s wish we reached out exclusively to Nine News Melbourne to bring her wish to an evening audience craving good news.
Good vision was essential to telling this story and, thanks to technology, there are ways to capture this other than the traditional face-to-face interview. Because Chloe has a respiratory condition, all risks of potential infection had to be removed, but Zoom allowed Chloe and her family to share her story of what getting Wish meant to her.
The cooperation of Nine News, Make-A-Wish staff and Chloe’s family enabled us to work together to bring joy to a wide television audience and showed how teamwork makes dreamwork.
Chloe now has Wish and viewers have a sense of hope by watching a little girl and her puppy come together in the most delightful way.
