NUMBERS, NUMBERS EVERYWHERE
You just placed a terrific story on the local news. Your boss asks you how many people saw it.
"Well," you say, "The latest Nielsen ratings showed that 211,000 people watch the 11 o'clock news on Channel 7 each night."
"Terrific," your boss says. "Nice work."
But do those numbers really mean anything? Raw rating and circulation numbers make it easy for PR professionals to track the effectiveness of their work, but do they tell the complete story?
Too many of us media relations types are under the influence of numbers devoid of context, and we may be doing our clients a disservice in the process.
Why? Because just ten percent of the audience matter.
THE INFLUENTIALS
Okay?that's a bit of an overstatement. The other 90 percent do matter.
But the results of a recent survey make it clear that ten percent of Americans have a hugely disproportionate influence over what the other ninety percent do and buy. The study, released by the research firm NOP World, shows that the influentials persuade the rest of us to eat, drink, wear, like, dislike, watch, listen to, and read the things that they do.
Therefore, any organization seeking press attention needs that ten percent. Measuring media relations success based on raw rating and circulation numbers simply doesn't work, since those numbers may be comprised exclusively of non-influentials.
WHERE TO FIND THEM
The influentials get their news primarily from the written word. Of the four top mediums, they get their news in the following order: (1) Newspapers (2) Magazines (3) Radio and (4) Television.
The general public gets their news much differently, emphasizing broadcast. They prefer getting their news in this order: (1) Television (2) Newspapers (3) Radio and (4) Magazines.
Those findings have huge implications. They mean that although the general public may favor broadcast news, you're not going to reach the influentials with that story on the 11 o'clock news. Suddenly, that story seen by 211,000 people seems less impressive.
Instead of chasing big numbers ? the top rated radio station in town or the largest circulation newspaper, ask yourself who the people are who matter the most, and consider alternate ways of reaching them. Sometimes, the niche magazine that reaches only 7,000 people is better than landing a radio interview beamed into tens of thousands of homes.
Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.
For more information or to sign up for free monthly media relations and media training tips, visit http://www.PhillipsMediaRelations.com.
One of the primary tools still used by PR professionals... Read More
It's the time of year when calendars crowd out the... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
Once upon a time, there was a young, stressed out... Read More
Small businesses have always known the importance of word of... Read More
Being part of a trade show gives small business a... Read More
Who wants to face the challenges of a business recovery... Read More
Only two media in Spanish speaking countries offer RSS: the... Read More
Many people are intimidated by radio interviews, whether live or... Read More
You bet! And in three ways vital to you as... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
We'd all like reporters to ask us about our career... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
What makes a good media release and how do you... Read More
What you are about to read is a step by... Read More
Lights...camera...ACTION.That's what often happens when people think of using media... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
When special events and communications tactics rule the PR roost... Read More
Done right, it delivers the key, target audience behaviors you... Read More
When you pay good money for public relations services, you... Read More
Just promoted to manager?Here's something you need to know.Whether you... Read More
As a business, non-profit or association manager, do you see... Read More
Media placement is an art. Practicing it often requires as... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
The Acai Berry is starting to gain world wide recognition... Read More
Press releases are a useful tool for announcing news and... Read More
Although repetition is extremely important, there are times when advertising... Read More
As small businesses we have an opportunity and an obligation... Read More
There'll never be a better time for a manager working... Read More
Media interviews are an important part of an overall public... Read More
Demand that it pull its own weight in your boat... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
The media has the power to shape public opinion and... Read More
Being invited to appear on radio and television used to... Read More
In previous articles for marketing-minded financial planners, I've discussed what... Read More
Before you even think about writing a press release, there... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
In competing for a piece of business not too long... Read More
1. Appearing in other types of media is the best... Read More
Hundreds of thousands of News Releases are sent out all... Read More
The least expensive, most effective way for you to promote... Read More
As the comedian Steve Martin once said, "some people have... Read More
Public relations is popular because it is very cost-effective and... Read More
Especially good advice for business, non-profit and association managers whose... Read More
When times are tough, it's no time to ignore those... Read More
Everyone is talking about the Ps of successful marketing, so... Read More
We'd all like reporters to ask us about our career... Read More
Reporters, by nature, are curious people.If you can get them... Read More
The power of public relations is its ability to alter... Read More
You're a business, non-profit or association manager who needs to... Read More
Parties, videos, booklets and column plugs?Or public relations that does... Read More
One portion of your marketing plan that you probably don't... Read More
A press kit is an essential press relations tool. While... Read More
The payoff for business, non-profit or association managers can be... Read More
News releases are not the best way to get major... Read More
Have you ever heard of the saying, "One person's trash... Read More
If you're an online business using public relations (PR) to... Read More
The short answer is, it works best when its fundamental... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
What is the one thing that all of the best... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
News releases (also called press releases) are an important part... Read More
The real public relations geniuses might be managers. You know,... Read More
Think for a moment! If you were to do a... Read More
Managers, please take a minute and read two sentences: People... Read More
Imagine you're in the breakfast cereal business. You make the... Read More
Public Relations |