Using Media and PR to Your Advantage.
That's what often happens when people think of using media for advertising or other promotional purposes. It's the focus on 'action' that often means the results are somewhat less than expected. A bit of planning can greatly improve your chances of success.
Before you contact any media outlet there are a few things you should think about:
1) Choose the right media.
2) Make sure you have an interesting story (or advertisement).
3) Treat media contacts with respect.
Here's some advice to help you use media wisely and improve your results.
1) Choose the right media.
>> Press (newspapers - daily, weekly, paid or free) -
* Great for targeting 'now' buyers who are looking for current specials and promotions.
* Generally reaches an older demographic.
>> Television (metropolitan or regional) -
* Huge reach potential ensures many people have the opportunity to see your advertisement. Although often there is much wastage as many viewers are not in the target audience.
* Combination of visual & audio is ideal for 'show and tell' demonstrations.
* Issues will be more likely to be covered if they can be explained or highlighted with the use of 'visuals' - live footage, photos, pictures, interviews etc.
>> Radio -
* Due to the diversity of radio station music/talk formats you can more easily identify demographics of audience.
* Higher frequency can be achieved due to relatively low cost of medium.
* May add credibility to small firms as audio presentation can be professionally produced at a low cost.
>> Direct Mail -
* Can create high impact material with detailed information.
* Ability to target individual users and personalize message.
* Responses can be easily tracked and measured.
>> Email -
* Very short lead/production time. May use text, HTML, rich media format.
* Can easily be personalised using in-house information.
* Ideal to attract customers back to a web site for additional details and ordering.
* Quick response and feedback possible.
>> Catalogues/Flyers -
* There are many types of catalogues. Choose a style and frequency to suit your product, audience and budget - e.g. paper stock, use of colour, photographic style, layout, topic etc.
* Can promote a range of complementary products in a themed environment.
2) Make sure you have an interesting story (or advertisement). If you are creating an advertisement consider these points:
- - Do you have a headline that is benefit oriented?
- - Do you quickly spell out the benefits in the first few lines of copy?
- - Are all contact details legible and correct?
- - Use a picture to add interest.
- - Can you use colour?
- - Your company logo should appear at the bottom of the ad, not the top.
- - Where is your ad going to appear in the publication:
* Which issue?
* Which page? Left or right hand side?
* Is there an associated feature/editorial opportunity?
* Where are your competitors positioned?
If you are submitting a media release or contacting a journalist/reporter for coverage:
- - Make sure you have covered the 5 W's:
* Who, What, Where, When, Why.
- - Have your contact details at the bottom of the release.
- - Make sure you have a credible 'news' angle. Use numbers, trends, emotional situations, quotes from people involved etc to add interest for a reporter.
- - Write concisely without using industry jargon. The release should be 400-500 words maximum.
- - Try and send your release to a specific individual, reporter or journalist.
3) Treat media contacts with respect.
Most people in the media work to revolving deadlines. Make life a bit easier for your media contact by working within these deadlines, and in return you will usually receive a fair hearing.
Reporters try to maintain an objective approach to stories. You may think your new product release or upcoming event is hugely important. But don't imagine the media will always see it your way. Give them a reason to get excited but stick to the facts.
If you are seen to be too pushy your story will often be ignored. Don't harass the reporter with numerous phone calls, emails, faxes etc. It is OK to call the reporter first and check their beat and ask how and when they prefer information to be supplied. For example, many newsrooms will not accept emails with attachments due to virus concerns. Then send your (properly prepared) information, and wait for them to contact you.
In summary, to get the best results:
* Choose the right media
* Write your material to be effective
* Contact the right person, and
* Submit your information in an appropriate way.
Oh...and don't forget,
Lights...camera...ACTION - using the media should be fun.
(c) 2005 Marketing Nous Pty Ltd
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at http://www.marketingnous.com.au.
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
Passion with Purpose - The Winning Combination
The power of PassionPassion is an extraordinarily powerful spring. Without it religion, history, romance, and art are useless.
Media Contact Lists and How to Build a Fantastic One
I got the latest issue of Internet Works in the post yesterday and was disappointed to find out that it's going to be the last. As well as having the good taste to run a feature on me last year (!) Internet Works has been a great source of information and ideas for me for the last couple of years and it's demise will leave a gap.
The Press Release Method to Get Great Publicity
If you have had any experience in public relations or marketing, you probably know how well press releases can work. There are many, many companies who have increased sales by 100%-300% in a matter of months simply through using press releases.
Building Credibility Through Bylined Articles
As if making sure your company runs smoothly on an operational level isn't responsibility enough, as a business owner, you're probably overseeing all aspects of your company's public relations program, as well.PR can keep a company above water when times are tough and help the business soar during a fair-weather economy.
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.
Rise of the Creative Class
The fast changing dynamics of the world economy is forcing organizations to fundamentally rethink the manner in which they have been communicating with their constituent communities and decision-makers. It is constantly being proven that conventional communication approaches that are designed to raise public awareness may often have the opposite effects of those intended.
Dont Put Up With Junk PR
In public relations, "junk" is more about attitude and lack of understanding than a measure of quality.Hopefully, if your public relations mission is yet to be accomplished, you agree that its primary thrust MUST be to take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors.
The Ultimate PR Edge: Getting Reporters To Open Your E-Mails
You know that getting publicity is vital to the health of yourbusiness. You probably also know that e-mail is the way mostpublicity seekers get in touch with reporters to score thatprecious coverage.
Media Release Headlines - Ten Tips to Get Media Attention
So you have spent hours and hours writing, shaping and crafting your media message. You've worked on setting your objectives, identifying your target audience and working out how to reach them.
The Ultimate PR Scam
It happens to business, non-profit and association managers when their public relations budget fails to deliver the crucial external audience behaviors they need to achieve their department, division or subsidiary objectives.Behaviors they should have received leading directly to boosts in repeat purchases; growing community support; more tech firms specifying the manager's components; increased capital donations; stronger employee retention rates; new waves of prospects, or healthy membership increases.
Marketing-Minded Financial Planners, Dont Hold Back Information From the Media
Some financial planners think that they shouldn't share their top tips with the media.I can see some validity in thinking this way.
The Medias Muscle: Make it Work for You
The least expensive, most effective way for you to promote your product is through media coverage. Reporters are excellent communicators.
Publicity Tips from the Pros
If you want to know the best way to approach the media, get advice directly from the source: the editors, producers and journalists who choose the stories that get publicity. Here are some of the best tips I've gotten from media representatives about getting your story in the news.
Getting to Know Your Local City Council Members
The easiest way to meet city council members is to meet them at an event. Usually city council members have a phone number that is listed.
Dont Waste Money on Public Relations
Demand that it pull its own weight in your boat by working to create, change or reinforce how your organization is perceived by those vital, external audiences, those groups of people who REALLY affect your business the most.This is key to your success because, like it or not, people take action based on the facts they see before them.
How Video Production can be used in PR
At the core of any successful public relations campaign is effective communication.Yet in this technological era, there are now more methods than ever to convey important messages to different audiences.
Financial Planners Publicity - Dont Wait, Media Folks Want Your Free Publicity
Looking to get your name into a magazine? You need to be thinking ahead--way ahead. Magazines start planning their issues as much as six months before their publication date.
Using the Media - Five Reasons Why
The media has the power to shape public opinion and change perceptions. Every day millions of people around the world consume at least one form of the media, whether voluntary or involuntary.
Anxious About Your Public Relations?
Shooting from the hip always creates anxiety.Especially when managers order a communications tactic here, another there, but fail to base them on a realistic public relations goal and strategy.
When Managers Play the PR Card
The payoff for business, non-profit or association managers can be a real assist towards meeting their department, division or subsidiary objectives.Playing that public relations card means they've decided to pursue their objectives by reaching, persuading and moving those outside audiences whose behaviors most affect their organizations, to actions those managers desire.
|home | site map|