In the 'Age of Scepticism' gaining media coverage is one way of cutting through the ever increasing noise to get your message across.
Research shows the average consumer receives between 1500 and 3000 marketing messages a day.
Editorial generated by media coverage is more credible than advertising and can help cut through the clutter.
It can also help build your reputation.
But how do you get media coverage?
Here are 10 tips for harnessing the marketing power of 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. Even in a crisis this can position you or your organisation as the 'go to' person. This builds credibility.
2. Clarify your communication objectives?
What do I 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 my 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? What influence do they have?
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?
Distil what you want to say into three key points. Remember less has more impact. Be disciplined and stay 'on message'. How can this message resonate with, influence or tap into collective attitudes among relevant consumers?
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? This helps overcome what I call 'the hump of cynicism' entrenched in many journalists when they ask 'why is this news?'.
7. What is the hook?
What will make your message or news release stand out from the rest. Be creative. Use a media 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
Reporters, by nature, are curious people.If you can get them... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
There's the old joke about the two buzzards sitting in... Read More
Etymology is the study of the origins of words.As languages... Read More
You thought of it, you researched it, you wrote it.... Read More
For business, non-profit and association managers, is it publicity that... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
A musician spends years honing his craft. He writes world-class... Read More
As a mobile detailing company it is important to have... Read More
You do if you're a business, non-profit or association manager... Read More
You are a spokesperson for your company, representing it for... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
Ain't a gonna happen unless business, non-profit and association managers,... Read More
The right kind of PR, that is, the kind that... Read More
Well, autumn is upon us and with the onset of... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
When properly applied by business, non-profit and association managers, public... Read More
Be a ResourceThe media people that are likely to want... Read More
Imagine that you are a radio producer. You have to... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
If your product or service can be given as a... Read More
Mark Twain once said the rumors of his death had... Read More
Recently someone asked me why so many restaurants go out... Read More
A common complaint you'll hear is that the media is... Read More
As many of you already know, promoting and marketing your... Read More
There is a process for successfully getting publicity about your... Read More
As a business, non-profit or association manager trying to get... Read More
The Key to Great PR is PerseveranceBy Paula Gardner of... Read More
How do press releases or interest stories have an effect... Read More
Publicity is an important and often overlooked tool of creative... Read More
It really is powerful when a business, non-profit or association... Read More
How do you make a good relationship with a newspaper... Read More
You can if, as a business, non-profit or association manager,... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
Maybe it played for Kevin Costner in "Field of Dreams,"... Read More
A common complaint you'll hear is that the media is... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
If your key ? that's KEY ? outside audiences don't... Read More
The fast changing dynamics of the world economy is forcing... Read More
Above all, you need to know that the right PR... Read More
Although it seems less common these days, there are still... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
What a shame! Potentially productive public relations people resting on... Read More
If you are in Australia at the moment, it is... Read More
If you want to succeed, build a great team. A... Read More
Shooting from the hip always creates anxiety.Especially when managers order... Read More
Public relations is the art, as one of my colleagues... Read More
Often the first point of contact the media has with... Read More
Would you like to expand the volume of your business?... Read More
The real public relations geniuses might be managers. You know,... Read More
When you are planning to call a reporter for the... Read More
Almost assuredly you do, especially when your most important external... Read More
If you leave a star player sitting on the bench,... Read More
Have you ever noticed that when someone is interviewed on... Read More
Because when it comes to public relations, non-believers can produce... Read More
Managers ? the business, non-profit and association sort ? really... Read More
The VIP databases are fun to create and can be... Read More
Because PR can be difficult to control, it is often... Read More
You are if you stand by while your public relations... Read More
Do you want to be quoted by the national press... Read More
Financial planners, the first thing to know about reporters is... Read More
In fact, here are three really foolish goofs made by... Read More
And here it is: public relations alters individual perception leading... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
Obviously, it hurts when a promising business project you backed... Read More
Everyone has an opinion on something, and you can leverage... Read More
Public Relations |