Launch with style

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Poor layout, bad spelling and grammatical errors are three CV mistakes that can deny a job-hunter their dream career. Just as a candidate’s CV provides vital information on their skills and experiences, a media pack can ensure your launch, product or service gets the coverage it deserves. You should attempt to make an impact and grab the attention of the journalist immediately by being creative.

By Carla Stanton, graphic designer at Stone Junction.

When launching a new product, you can be creative with the way you tell the media about it. 

The most important thing to send to the media is the press release announcing the launch. However, this does not always have to appear in the form of a Word document. You could load your press release onto a USB, use an app or use Augmented Reality (AR). You could also send them a product sample for them to try. With a little creativity you can get your key messaging across in a memorable way.

For example, when we launched the Book of Obsolescence Management for our client EU Automation, we sent out a printed letter announcing the launch alongside a floppy disk containing the press release. This proved a great way of engaging journalists and building a buzz around the launch. Offering the journalists a floppy disk also tied in closely with the theme of the book – journalists were unable to read the obsolete device. 

Once you have engaged the journalist, you can follow up with an e-mail or call to arrange an interview about the launch or to invite them to an event. When launching the Book of Obsolescence Management, we followed up by sending the press release as a word document – a much more readable format than a floppy disk. If all goes to plan, you should receive widespread coverage for your press release, as well as commissions and interviews with the media. 

You wouldn’t want to miss out on your dream job by making mistakes on your CV.  Similarly, you don’t want to miss out on top tier media coverage of your new product.  If you need a hand with technical PR before your next big product launch, contact us on 01785 225 416 or e-mail carlas@stonejunction.co.uk

Spotlight on science

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As the summer draws to a close, so too does festival season. Rain ponchos, muddy wellies and cans of beer are all music festival staples. Science, on the other hand, probably isn’t what springs to mind when festivals are mentioned. But, Latitude, Glastonbury, Green Man, Bluedot, Camp Bestival and Chagstock are just some of the leading music events bringing science outreach to a festival stage.

By Leah Elston-Thompson, senior account executive

Actually, science is more common at festivals than you might think. Womad, in Wiltshire, has hosted a physics pavilion for the last three years, attended by over 6,000 visitors in 2018.

Science on stage
Because of the diverse audience attending festivals, communicators have a difficult job making complex topics understandable and interesting for everyone there. Professor Alice Roberts, writer, broadcaster and professor of public engagement in science at the University of Birmingham, said in an interview with the BBC, "It is about being brave and not dumbing down, getting the right balance of being accessible but tackling some complex issues. Create a story line that brings in the concepts".

From Roberts’ quote, we can infer that pitching at the right level for your audience, telling the right story and delivering it in an interesting, passionate way are essential for good science communication. Outside of festivals, PR and marketing teams can work with businesses and universities to share news and views from organisations, following the same principle. Sharing the expertise of scientists and engineers in the right way, can inspire more young people into STEM and encourage industry collaboration.

As a technical PR specialist, Stone Junction helps businesses and their scientists, engineers and technologists, to communicate complex messages to their audiences. You can see an example of an education PR campaign we’ve worked on to inspire the engineers of the future here.

Using content marketing, we can make the wider industry aware of how your business is helping to change the workforce of the future, as well furthering the conversation on industry trends. We can even help you to communicate your message on stage, with our trade show speaker opportunities service.

Though we’re a way away from science stages becoming a festival staple, their popularity is increasing. Hopefully, this trend will extend to more festivals and perhaps different types of event – I know I’d love to see David Attenborough headline Glastonbury.