Media Relations: When Numbers Lie
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.
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.
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
Just What Kind of PR Matters to You?
Parties, videos, booklets and column plugs?Or public relations that does something positive and directly about those important outside audiences of yours whose behaviors most affect your operation?How happy are you -- as a business, non-profit or association manager -- when you see your PR folks futzing around with special events, brochures, press releases and TV talk show mentions?Especially at a time when you probably need to create the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives?What it comes down to is this: are you simply looking for publicity, or do you want public relations that really CAN change individual perception and lead to equally changed stakeholder behaviors that help you get your PR money's worth?If that sounds more like it, here's the roadmap for you: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired- action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
Business - How to Build it Using the Media
Have you ever noticed that when someone is interviewed on radio, television or in the newspapers about a particular subject, it tends to be the same people? You may even be saying - "Why don't they ever ask me?"Well the reason is - they don't know about you. If they did know that you were an expert on a particular subject, then there's a good chance you'll be asked from time to time.
Pressure From the Top?
Yes, and that pressure often comes from a CEO who knows what a public relations investment SHOULD produce.And do public relations folks fear such pressure? Not those who've got the answers!For example, "we're spending your public relations investment in the most effective way - insuring that our most important external audiences perceive us accurately, understand what we do, and end up taking those actions we desire.
How to Stay Composed During Contentious TV Interviews
NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001.Robert Novak's meltdown on CNN's Inside Politics was predictable, perhaps.
Which PR? Judge for Yourself
You are a senior business, non-profit or association manager. So, chances are you call the shots for your department, division or subsidiary.
Media Relations: Should You Pay For News Coverage?
Dear New York Times:I'd like to be quoted in one of your news stories. Enclosed is a check for $500.
Are You Sure You Know What Youre Doing?
Because when it comes to public relations, non-believers can produce a double-bummer -- missed opportunity AND a ton of wasted money. It really is a shame because we do public relations to change the behaviors of certain groups of people important to the success of those very Doubting Thomases.
Internet Etiquette for Business Success
You're trying to recruit a downline into your program, you've tried every trick in the book, and no one is signing up. Is there a sign on your back that says you've got the plague? Maybe you're lacking in internet etiquette.
Writing A Press Release
News releases (also called press releases) are an important part of a public relations campaign. They are also an important part of marketing your business.
Public Relations Mixup?
When you pay good money for public relations services, you have a right to expect its primary focus to be on your most important outside audiences, those people whose behaviors have the greatest impact on your operation.Often, however, that primary focus is limited to a communi- cations tactics debate about the relative merits of brochures versus press releases versus newsletters instead of planning how to achieve those key audience behaviors that directly support your business objectives and make the difference between success and failure.
How To Use PR To Build Your Business
Everyone knows the value of free publicity. And given the opportunity, most businesses would jump at the chance to have a news article written about them, or to be covered by TV and radio stations.
Three Communication Secrets of The Great Communicator
I've worked in media and public relations for 20 years, and experience has taught me that communication is an essential skill to master in order to be successful in all aspects of one's life. No one person can do many things without the involvement of other human beings; having superior communication skills, then, is a highly enviable quality, and those who manage such a feat serve as role models to the rest of us.
Managers, Which PR Is Right For You?
An effort built around a string of print and broadcast exposures? Or, a public relations initiative that delivers results far beyond simple publicity tactics. Namely, real behavior change among your most important outside audiences leading directly to reaching your objectives.
For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact
Just because a publication is small doesn't mean that getting your name in it won't have great impact.Trade on the reputation of the tradesSome of the trade publications have very loyal audiences who are much more likely to trust someone they see there than someone on the local news or in The Wall Street Journal.
Culture As A Barrier To Communication
Each of us is exposed to people from other cultures on a regular basis, in the workplace, in our social activities, at school, or even within our families. Our culture hinders us from getting our message across as well receiving the full message that others want to convey to us.
Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time
Public relations writing when writing press releases can be a real challenge.When writing press releases the most important part is the headline or title.
What Does Your Telephone Say About You When You Are Away?
Business to Business relationships come to expect a certain level of professionalism, from the first telephone call to the final delivery.Your business can be on the Really Big 500 list, employ only a handful of people, or be a business of one but what is said by that business to other business customers will reflect the personality of that business.
Managers, Have You Been Shortchanged?
You have been if you're a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.
Public Relations: Toast?
Could be, when unit managers in businesses, non-profits and associations don't get the really important external audience behaviors they need to achieve their department, division or subsidiary objectives.They're entitled to wonder where their money went when they don't see behaviors like membership applications or capital contributions on the rise; growing numbers of engineering firms specifying their components, prospects newly interested in their products and services, or simply more repeat purchases.
Is The Traditional Press Review Still A Business Tool Of The Future?
Press reviews are a common and basic feature for surveying the market situtation, your company's public image and the coverage of your competitor's business. Only if you are well-informed about theses topics, you can make sound business decisions.
|home | site map|