Is a front page article still a big deal? It’s a rare moment in the life of a professional communicator to find they’ve secured a front-page editorial for a client, and even more rare that we actually wanted to be there.
The front page of The Age in Melbourne is reserved for big news stories and in the past it’s often been my job to keep the company I worked for off the front page. That’s because front page coverage often meant the story was a negative one.
But to me, a person who started her career when online newspapers weren’t even thought of, it was definitely a big deal when my client hit the front page a couple of weeks ago.
In this case the work is for a client which sells rainwater harvesting tanks. You won’t be surprised that the front-page story in The Age was not just about rainwater tanks, but about a big new alternative water plan.
In fact, the story has political ramifications and there’s a state election coming up so that’s why it ended up as front page news.
The result came partly through luck but largely because we knew who and what to pitch to the journalist. In the end it came down to persistence and persuasiveness.
It took many hours of background reading and discussion with subject matter experts before we were ready to put it in front of any journalists. It was multi-layered and complex and until we took a really deep dive we didn’t know where it fitted.
This story will need more than one front page to really get any traction so we’re working with the client on the next steps right now, but it’s a great start.
And it will look great in my scrapbook.