Negotiating two recent positive media stories with the Australian Financial Review and Boss Magazine reinforces the fact that there is still no real substitute for the credibility that coverage by respected media brands brings you.
In both cases, the stories are even more credible because they involve other organisations. And in a world where journalists are constantly under the pump, helping with access to related organisations works to ensure your story – no matter how interesting it is – becomes more interesting to readers, and is therefore less likely to get spiked.
Of course, a one-off media splash is not the point, but both clients are effectively in start-up mode, and being covered by the quality business press is a good first step, and one that they recognise for its strategic value.
As Paul McCarthy, founder of the League of Scholars, puts it:
“Partnerships with traditional media are central to establishing the League of Scholars brand in Australia and globally. The relationship Praxis established with Boss Magazine enabled us to showcase our ability to highlight specific areas where Australian business schools enjoy global leadership in research in very specific areas like Accounting Education (MGSM) and Customer Service (UNSW) and have this capability recognised and read nationally.”
As we travel from fake to deep-fake, the credibility of trusted media brands will only become more valuable.
If you’re interested, the stories links are below, but mind the Fairfax paywall:
For the League of Scholars
For The Studio