Home
>
Public Relations
>
Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM?

Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM?

If you are in Australia at the moment, it is hard to miss the engagement news of superstar couple, tennis ace Lleyton Hewitt and TV soap Rebecca Cartwright.

They are everywhere ... in leading glossy gossip magazines, on TV and Cartwright has even posed semi-naked for a men's magazine.

They are being hailed as Australia's answer to pop star "Posh Spice" Adams and English soccer hero David Beckham who have taken the world by storm as truly global personal brands.

Experts believe Hewitt's value has quadrupled as the media's interest in their private lives becomes a national obsession.

But why did they wait until 3:12 am in the morning to announce their engagement, hours after more than 4 million Australians had watched Hewitt lose the Australian Open Tennis Final?

Well, managing your message in the media is all about impact, reach and timing.

So what does this mean for the timing of your own media release?

Well, here are seven lessons from the Hewitt/Cartwright release that was emailed to the media at 3.12am only hours after the Australian Open finished.

1. Maximise Momentum Brand building, strategic communications and the management of messages is all about consistently being in front of your target audience. To make a significant impact you need to keep the momentum going and maximise the moment and the public's interest in an issue. With such a build up to Hewitt's appearance in the Australian Open finals, the media attention was intense as he pursued his dream of becoming the first Australian to win the men's title since 1976.

"I always said I'd do anything to play in the first night final in Australian Open men's history and I've got my chance," Hewitt said after making the final in typical gritty style. Cartwright was courtside with him for the whole tournament and the focus of considerable media attention herself.

How can you write and pitch a media release that uses the momentum of a current issue?

2. Leverage Off An Event Event marketing is a huge growth area for effective public relations. There is no bigger event in Australia during January than the Australian Open. Effective media relations is about strategically managing the release of information to coincide with events like this.

Events, including seasonal ones such as Valentines Day, come up every year and the media is always hungry for stories with a fresh angle. Who can forget the media-hype surrounding the break-up of Ken and Barbie?

"The 43-year relationship ended last February, just two days before Valentine's Day. Do you think those folks from Mattel picked that date by accident? The story made international news and it didn't hurt that it was timed for the love affair the media will always have with Valentine's Day," reports Jeff Crilley a US-based TV presenter and author of Free Publicity.

What media release can you pitch to time with a major event?

3. The Impact of Immediacy This is a major driver of news values. What is news one day will be dead the next. The more immediate and timely the story, the greater the impact and the higher the news value.

Those that micromanaged the Hewitt/Cartwright release worked hard to meet a deadline. Here's how it worked according to a report in The Australian newspaper by Amanda Meade on Thursday February 3rd:

i) Around 12 midnight the night after the Australian Open Men's Tennis Final Hewitt proposes to Cartwright with a $200,000 diamond ring from Tiffany's.

ii) The media statement was drafted by Cartwright's publicist in Sydney after 1am and faxed to Melbourne's Park Hyatt Hotel, where it was approved by Cartwright, Hewitt, and their managers Stephen Harmon and Justin Cohen.

iii) The release was issued by email around 3am to all media confirming the engagement.

The important point was a process was followed to meet a deadline.

So what is the best time to issue a media release? Well, it all depends on the timeliness and news value of the story.

AAP conducted a survey of all News Rooms in Australia last year and found the best time to send a media release is between 6 and 9 am and 3 and 6 pm.

When sending your media release be aware of time differences.

4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone informed and stops rumours. This rule applies to everything from engagements to corporate takeovers and new product announcements.

5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as you would like to be treated, with courtesy and respect.

6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restricting access and tying up exclusives with Channel 7 and a leading Women's magazine. Use an agent to handle this if you are ever in this situation.

7. Target Your Media In some cases it is best to target your media. AAP in its survey asked if it is best to send the release to a journalist or to the newsdesk - 86 per cent said to the newsdesk. This depends though on your relationship with the media. I do recommend sending releases directly to a reporter, especially if it is pre-arranged and contact has already been made through a relationship.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.com.

move in cleaning service Glencoe ..

In The News:

Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.

Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.

New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.

Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.

The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.

Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.

Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.

Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.

NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.

Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.

Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.

New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.

Chrome now autofills passport and driver's license info automatically. Google's latest browser update adds official document support with encryption and user control.

Scammers impersonate Department of Veterans Affairs employees claiming veterans owe money, but real VA communications only direct to VA.gov or official channels.

The AltoVolo Sigma hybrid-electric aircraft flies 500 miles at 220 mph while operating 80% quieter than helicopters, featuring safety systems and compact design.

Google search scam alert: fake customer service numbers can give scammers remote control of your phone. Learn how to spot these traps and protect yourself.

Electric vehicles overtake gas cars in total CO2 savings after just two years of driving, with emissions benefits growing over time as power grids get cleaner.

Louvre Museum reportedly used "Louvre" as password for surveillance system during $100M jewel heist. Learn how weak passwords put even famous institutions at risk.

Bipartisan AI jobs bill from Sens. Hawley and Warner would require companies to report AI-related layoffs and hiring to Department of Labor quarterly.

Joe A. from Shelton, Connecticut, lost $228,000 to a ZAP Solutions cryptocurrency investment scam after his divorce, highlighting rising online fraud.

AI-powered autonomous trucks from Waabi and Volvo target U.S. freight driver shortage with Level 4 self-driving technology and NVIDIA computing platform integration.

Survive flight disruptions with expert travel tips: Book early morning flights, download airline apps and know your refund rights during service cuts.

Apple's iOS 26.1 update delivers major security fixes, performance boosts and enhanced privacy controls for your iPhone. Discover why updating now protects your data.

Russian hackers use fake CAPTCHA tests to spread dangerous malware targeting governments and journalists. Learn how to protect yourself from these deceptive attacks.