Media Savvy - How To Lead, Persuade And Influence

The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation and identity.

Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).

My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.

I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.

Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.

But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.

The only way to build your reputation is by learning the secrets of how the media works and we can help you do that.

10 Tips

These are 10 success tips that will help managers and leaders get the best from the media.

1. Know Your Strengths. What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert.

2. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service?

3. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media?

4. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, community newsletters?

5. What is your key message? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.

6. Build your case? What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have?

7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press release to control the information flow.

8. Develop long-term relationships with the media. Visit and meet them face to face. Network and get to know them.

9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.

10. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.

---

7 Questions to Ask Before You Advertise

Most business owners and managers keep a fairly close eye... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More

Electronic Reader Board

Electronic reader boards are the most efficient way to convey... Read More

Advertainment is Sneaking Into Music, Movies, TV and More

The very name "advertainment" sends thrilling vibrations up the spine... Read More

The Secrets of High Money Classified Ads

When used effectively, classified ads can be one of the... Read More

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More

Do Your Business Cards Say Who You REALLY Are?

Here are a couple of tips for creating an eye... Read More

How To Write Eye-Grabbing Headlines That Catapult Your Prospects Into Your Ads

If you're interested in improving the selling results of your... Read More

The Online Equivalent of an Effective Newspaper Advertisement is FREE

Ask anybody who has been in business for a long... Read More

Take Advantage of Your Foes

Let's take an example that is easy to check: I... Read More

Heard A Good Radio Ad Lately? Neither Have We

To many ad agencies, radio is considered advertising's ugly stepchild.... Read More

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How... Read More

Write Attention Getting Advertisements

The most important aspect of any business is selling the... Read More

How to Make Your Claims Believable

When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More

Offline Advertising Tips

Since most of us are always online and our business... Read More

Free Publicity With Dogs, Cats, and Rats

Here's a fascinating idea.. Having noticed that there always seemed... Read More

What Is Most Important ? Copy Or Pic?

When, some little time ago now, I first descended upon... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

How To Get Big Sponsorship Money for Your Band, Tour, Event or Production

Touring is a bands greatest opportunity for success. But, touring... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

Why Most Advertisements Stink!

Question: What do you think the most important part of... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

Graphical LED Display

Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More

Joint Ventures Increase Profits Quickly

A joint venture is when two or more businesses join... Read More

Marketing Advertising, While Advertising Your Market!

Today in the Business world whether online or off, it... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

Predictions for 2010

2005 puts us at the mid-point of the first decade... Read More

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More

Internet Advertising: How To Use The Golden Rule To Enrich Yourself.

What is the golden rule of internet advertising?Give, so you... Read More

Creativity and Getting Outside of the Box

Sitting in front of a blank piece of paper? Wondering... Read More

I Dont Want to be Different

To succeed in today's crowded marketplace where most of the... Read More

Tips for Using Paid Advertising

Quite a few business out there can't survive without some... Read More