I went to a PR industry breakfast about ten years ago and the guest speaker was the Channel 10 news director at the time. Someone in the audience asked him about video news releases (VNR’s) for medical stories and he really warmed to the subject.
“If you’ve got a great news story happening, just tell me about it and I’ll send a bloody crew. Don’t send me some crappy VNR about it…” Read more
Giant guide dog tours Sydney for access rights…and a new name!
When the opportunity came to launch the biggest guide dog model anyone had ever seen, Palin Communications and Guide Dogs NSW/ACT took the challenge by the collar and created a unique story opportunity for Sydney media.
Guide Dogs NSW/ACT's unveiled their latest graduate – a 4.3 metre high model guide dog that is identical to their distinctive collection boxes. It was launched in Sydney on 3 March 2010 to emphasise the point that guide dogs can indeed go anywhere. Research still shows that one in four Australian adults are still not aware that guide dogs are allowed into restaurants and other hospitality venues, and there are still reports of guide dog users being refused entry into certain establishments.
Coverage in The Sydney Morning Herald as the "Big Dog" visits the Sydney Opera House
Like all newly graduated guide dogs, the giant model dog set off from Guide Dogs NSW/ACT's Training Centre in Glossodia, before touring through Sydney visiting Penrith, Parramatta, the Sydney Opera House, Sydney Harbour Bridge, Chatswood and Bondi Beach.
While the model will serve as a prominent reminder about access, it will now go on to form the centrepiece of a major fundraising drive to help raise much needed funds for Guide Dogs NSW/ACT's free services.
Suburban media took the opportunity to prepare stories and photos of the giant model dog visiting their local areas, while the Sydney Morning Herald prepared an online story about guide dog access rights.
Media is still being generated well after the launch and we look forward to seeing the giant guide dog on the road in the near future.