Want to boost your business?

Dennis Rutzou Public Relations

If you need to spread the word on your product or service and drum up interest, one of the best places to start is to pick up the phone and call Dennis Rutzou.

Dennis had his training the hard traditional way – on the famous Melbourne Argus and then at a small country newspaper at Warracknabeal in Western Victoria. His biggest dread was waking up each morning to find that, just every other morning, nothing had happened.

Too bad. He had a paper to fill. The job was to go out and find stories anyway. And make them great yarns.

Use media to boost your business

Dennis Rutzou

When Dennis branched into public relations the skills he honed in those early days turned out to be gold. He knew how to craft a compelling story on pretty much any topic you care to name.

Eventually, he became president of the Public Relations Institute of Australia, which has given him a firm grasp on best practice for his profession.

His clients have ranged from the Austin Hospital to manufacturers and inventors in the technology space.

The way he tackles his business now is to first understand the client then develop a media strategy that fits hand in glove with the business objectives.

His first questions are: “What are you trying to achieve? What are the clear messages you want people to take away from this?”

For this you need to be clear about who your customers are and the different categories they fall under for each product or service you are trying to market, he says.

Dennis will ask how you communicate with your employees because how they feel is critical, especially those who on the front line of your business.

With big companies, Dennis will work with the chief executive and the marketing director to get to understand not just the outward facing business but something of the internal politics as well.

And favourite clients? Those in the innovation and sustainability space, he says. A recent example is a client who has perfected a way to recycle old tyres into valuable oil, carbon and steel; another was in rooftop solar panels.

Perhaps the most successful was the client in the recycling space where the story went viral and ended up with 23 million Facebook hits and international news coverage.

The unfortunate thing, says Dennis, is that quite often someone will have a great product or service that’s also a great news story, but because they are so close to the action they can’t see the media value.

That’s where he comes in.

“Every business has to tell its story, whether through digital posts and blogs, newspaper, radio, TV, exhibitions, speeches and presentations,” he says.

“New is news.”

Dennis Rutzou Public Relations

Consultants | Sydney