The ability to lead, persuade and influence are integral skills for effective leaders. 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 leader 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 community or 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).
The WA Rural Women in Leadership program is designed for women 40 years and above to enhance their personal leadership skills through a range of learning modules.
I found the women I was working with in a half-day module on "Managing the Media" highly motivated, articulate and committed to community development in their respective regions.
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.
The benefits for rural women on knowing and understanding how the media works are increased confidence and a greater opportunity to make their views, ideas and solutions heard.
In working with groups, I share with them what I believe are 10 tips for working with the media:
10 Tips
These are 10 success tips that will help 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.
Different Types of Station ContactReaching radio hosts (for the purpose... Read More
Push vs. Pull Advertising - Understand the Consequences for your... Read More
Is fear of failure an issue when you commit valuable... Read More
Let's take an example that is easy to check: I... Read More
Probably the most interesting thing about brochures and leaflets is... Read More
These days, everyone's looking to save a buck. But if... Read More
The ability to lead, persuade and influence are integral skills... Read More
Research would indicate that consumers don't know what they're thinking.... Read More
Your print ads should do more than just get noticed.... Read More
Yellow Pages advertising is one of the most popular forms... Read More
Do you remember how proud you were the first time... Read More
I got another one of those calls the other day...Can... Read More
There should only be one, over-riding reason why you're doing... Read More
Today in the Business world whether online or off, it... Read More
To bring great sales success, a great advertising technique is... Read More
Electronic display boards signify high priority messaging, allowing you to... Read More
Moving message display are designed to be installed into environments... Read More
The title of this article also happens to be one... Read More
Moving Message Signs are a unique, attention-grabbing way to communicate... Read More
Don't use vague generalities in your headlines. Be as specific... Read More
What many may consider the most important part of advertising... Read More
Business cards are one of the most powerful and inexpensive... Read More
The most basic answer is the same answer as to... Read More
I was in the fine city of Chicago this week... Read More
When people discover my background in advertising, the questions flow.... Read More
Often considered as "plain Jane's" of the print world, trade... Read More
In this article, we want to explore the idea of... Read More
When you read the newspaper, do you read advertisements as... Read More
Lets examine the use of Giorgio Armani Company's advertisements for... Read More
So, you own a small business, sales are down and... Read More
What I'm about to reveal are myths that most people... Read More
Many home improvement contractors attempt to use advertising to expand... Read More
Your Yellow Page Ad Deserves More than 10 Minutes of... Read More
Ask some businesses about radio advertising and they'll tell you... Read More
John Wanamaker, a 19th century entrepreneur, once famously made the... Read More
Organized your pencils and pens lately? Sorted your clothes into... Read More
More about advertising from BIG Mike McDanielIt makes no difference... Read More
Here's some easy ways to create signage that will attract,... Read More
Ask anybody who has been in business for a long... Read More
Good Advertising creates more production, thus greater consumption, faster turnover... Read More
The logo and graphic elements that you include on your... Read More
Sorry, I Don't Seem to Have a Business Card With... Read More
Your business is listed in the Yellow Pages whether you... Read More
Too many business owners and marketers know that Yellow Pages... Read More
So, what's an elevator speech, and how do you get... Read More
The president of a manufacturing company recently asked me, "Why... Read More
When you read the newspaper, do you read advertisements as... Read More
I hear it often, "advertising in the Yellow Pages directory... Read More
Sure, everyone needs business cards. But why not make your... Read More
My father called me to complain, again. He's 82 and... Read More
Now that you've had colorful new business cards printed, and... Read More
Electronic display signs are used nowadays in great extent to... Read More
In the world of advertising there are many forms of... Read More
Moving message boards are used in the areas where continuous... Read More
Having a quality brochure makes a positive impression on a... Read More
This article will show you how to cut your printing... Read More
Your marketing and advertising won't be effective if your potential... Read More
The most basic answer is the same answer as to... Read More
Traditional brochures typically tell the story of your company, i.e.... Read More
The task of executing successful advertising campaigns for products made... Read More
There are several ways to advertise and get the word... Read More
The most profitable mail order products are simple... Read More
We all are looking for ways to market our businesses... Read More
In the business of marketing and advertising, it used to... Read More
Here are a couple of tips for creating an eye... Read More
Big businesses get instant credibility with their well-known company name... Read More
Advertising |