Expert insights

Are you wondering how to attract the media’s interest? Or perhaps you want to know about the latest marketing trends or how you should approach engaging the community for an upcoming project. Get the latest views on communications, engagement and marketing from our team of seasoned experts.

The creation of a ‘villain’ is sometimes the perfect way to create a compelling media hook. This was among the tactics discussed by Bespoken Managing Director Sarah Morgan and Media and Communications Specialist Lisa Chant when they teamed up for a presentation at the second annual Content Summit at the Brisbane Powerhouse. Their topic, ‘Finding the hook others may overlook’, was a fully subscribed session, with many attendees disappointed to miss out. In the spirit of sharing, here’s an extract from the session.

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When you want to tell a powerful story that truly resonates with your target audience, numbers can speak louder than words. In an increasingly data-driven world, an ever-growing number of brands are using figures to craft compelling narratives that drive awareness and build credibility, across avenues ranging from unique media stories to tailored social media campaigns. Here are some important points to consider when creating and telling a story with data.
BREAKING NEWS: Brisbane 2032 Olympic and Paralympic Games to include whingeing and whining as a sport…home nation expected to dominate after diabolical levels of negativity. Of course, the above sentence is not true. But let’s be honest, the collective – or loudest - mindset towards Brisbane 2032 has been decidedly “unQueensland-like”.
Congratulations! You’ve made it into the media by appearing on TV, featuring in a newspaper or having a chat with a well-respected podcast host. It’s a shot of validation that feels all the better for being earned, and is most definitely worthy of a five-minute bask and a share with your family and friends. But before you rest on your laurels - there’s one more question to ask yourself - what next?
Once dismissed as a trivial app for teens to share dance videos, TikTok has emerged in recent years as a cultural compass – dictating what’s hot and what’s not in pop culture. And, unlike other platforms such as X and Facebook, its momentum has never looked like slowing. So, in hearing the success stories of other businesses and brands, it’s only natural to wonder how you can get in on the action (and get everyday people to do your marketing – for free).
When it comes to publicity, not all of it is good. But when it comes to crisis management, with forethought, strategy, some emotional intelligence and creativity, smart publicity can lead organisations through trouble to triumph. Here’s what you should know.
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