16/09/2021

REV comms

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Back in KL, the organisation of the Rev ’96 promotion was odd too. I went to meet the local newspapers to ask them to do features for the show, but they greeted me with a simplistic response. They explained that the amount of advertising I bought would determine the degree of editorial promotion I received in return. I gently tried to explain that in the UK if I suggested any such advertising-editorial linkage for newspapers or magazines, I would be drummed from their offices.

Malaysia newspaper

But here they stuck to their guns. I went to meet with radio stations and inadvertently became an approved Malaysian Radio scriptwriter. They listened to my pitch with interest and asked me what I thought they might do as a programme, we tossed it around and I agreed to map something out overnight. In retrospect I paid too little attention to the task.

I suggested what their interviewer might ask and how one of our named exhibitors might respond, in this way underlining the many benefits of the show. I gave them a copy of my rough workings, they took it, went away for a day, got it officially ‘chopped’ by the government and then they had permission to read out, live to air, my half-considered words, religiously sticking to my script. What might I have included with more time?

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