For journalists working in an increasingly high-pressure environment where resourcing is stretched and time is scarce, it’s difficult to entertain the idea of leaving the newsroom to chase a yarn.
However, when pitched correctly and in a timely fashion, with a strong ‘hook’ and a full suite of media opportunities, journalists will jump at the chance to attend a site visit of an exploration, development or mining project.
This not only provides journalists with an unforgettable experience, but if delivered with the right mix of exclusive content, talent access, photo and video opportunities, it can also assist companies with raising the profile of their projects and ambitions.
SPOKE. recently helped long-term client and aspiring hard rock lithium developer Winsome Resources (ASX:WR1) provide a unique opportunity for Australian Associated Press (AAP) to visit the Company’s Adina Lithium Project in Quebec, Canada.
This was the first time Winsome had opened up Adina to the media, and AAP’s Canberra-based Future Economies Correspondent Marion Rae, who travelled to Canada courtesy of Winsome, became the first journalist to get an on-the-ground, first-hand experience of the project.
Unlocking the opportunity for Marion to make the trip wasn’t merely coincidence.
Engagement, planning and pitching took place more than two months out from the site visit to persuade her (and importantly, AAP’s editorial team) to travel more than 40 hours one way and spend the best part of a week on the road chasing a story.
So what role did SPOKE. play in all this?
- It’s who you know: leveraged SPOKE.’s existing journalist network to secure initial interest from AAP, knowing Marion’s extensive knowledge and interest in future commodities and the coverage potential of engaging a national newswire.
- Hook, line, and sinker: created a creative and compelling pitch, before communicating the site tour opportunity early.
- Swift coordination: helped organise international travel, internal connections, accommodation, itineraries and site tour logistics.
- News from every angle: developed hard and soft news angles and facilitated interviews with supplementary talent.
- A silver platter: provided photo and video opportunities, as well as a comprehensive media pack with biographies and key statistics.
- One-on-one support: allocated a dedicated chaperone throughout the trip to handle extra requests.
By providing this extensive and direct support, SPOKE. helped secure more than 90 national and international media hits, reaching a potential audience across Australia, Canada, the United Kingdom and United States, of more than 424 million.
More importantly, this site tour forged an even stronger relationship between Winsome Resources and AAP, at a time when the Company is making rapid advancements on its pathway to production.
The success of this site tour ultimately came down to providing journalists, who are asked to deliver more with less in a 24-hour news cycle, with a silver platter of media opportunities.
View the stories that went global through AAP’s news wires below: