Media relations, simply put, is the business of building and growing reputations. One of the strengths of media coverage is that its free and gives great credibility because it is written by a third party, namely a journalist. But media relations does not simply end with an interview or article published. It is important to then use this media coverage to create opportunity for your business.
Here are ten tips for maximising the power of media coverage once you have gained it.
1. The Power of Momentum.
Once one media outlet picks up on a story then others are also likely to run with the issue and look for new angles. Always look to a range of media outlets covering many different mediums. The power of momentum utilises the strengths of all, for example radio, print, TV and Internet. Radio acts immediately and is in competition to find updates to stories as they happen whereas print news sources will be more likely to find extra facts, perhaps a feature article or biography depending on deadlines involved.
2. Maintain a positive, helpful attitude towards the media.
Remember the media is a people business. Build relationships with key people covering areas within your field of expertise. Always co-operate and respect deadline pressure. Remember you are not the only person trying to gain media attention and failure to return calls or providing poor information may result in journalists chasing another story.
2. Get reprints of print articles.
One of the most cost effective ways of leveraging media coverage is to ask the publisher permission to run extra copies of your article as a reprint. Reprints can be used as handouts or to send to clients and prospects. Being endorsed by the publication strengthens the reputation of your company.
3. Record radio interviews.
If you are going into a radio studio to conduct a live interview always take a blank cassette tape with you or minidisk. Ask permission for the station to record your interview. Then make copies of the interview to handout free to prospects or clients. Remember the radio station retains copyright of the interview so you cannot sell it for commercial gain. You can only make copies to give away for free.
4. Customise articles for specific industries.
One of the hardest things about writing articles is developing your main theme and a logical argument. Once you have done this it is a relatively easy process to customise articles for different industries. Identify few and effective key messages and package them well with examples rather then trying to include too many and complicating the article and making it difficult to read.
5. Encourage syndication.
If you are writing articles for a specialist trade magazine ask the editor if they syndicate articles to other magazines. Often smaller publications are syndicated to others who may share similar target markets. If the opportunity arises to have your article syndicated be sure to tailor it accordingly, perhaps take a different angle and ask the editor if you are unsure. Sometimes strong relationships come from asking simple questions and identifying opportunities.
6. Use existing success to leverage into new markets.
Give your story credibility by highlighting previous successful campaigns or current examples that the media can identify with. For example of you have had strong media support from one state and wish to enter a different state's market explain the previous success in your approach, the media will be more likely to support something that has been identified with previously then to risk the unknown.
7. Offer to be available to take talkback.
Always offer radio stations the opportunity to come into the studio and take talkback. This gives you more airtime and the ability to position yourself as an expert. Engaging with talkback callers is a great way to lift your profile, share your knowledge and help the station make great radio.
8. Offer to write a regular column.
If you have a range of ideas and can turn this into regular articles - why not break your expertise up by writing a regular column in a magazine. This will position you further as an expert and regularly put you in front of readers as well as strengthening your relationship with the publication.
9. Turn your articles into chapters of a book.
One of the most powerful ways of leveraging regular articles is to re-write them for a book. This has a double benefit. You get the discipline and practise of writing articles and then this provides the basis for a book.
10. Use local businesses as an outlet for your product.
If you are going into a new market with a new product or service research what local distribution channels there are. When you gain media coverage for one of your products in a new market - for example a new book - immediately find a local bookstore in the catchment area of that media outlet and approach them to distribute your book. Then mention this business in your media interview. This has a powerful effect in creating a win-win situation for both the local business and you. They get free publicity and you get a local advocate for your product.
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.com
Wood Dale Chicago prom limo .. Lockport Chicago limo O’HareThe message is determined by analyzing the brand being marketed,... Read More
There is a process for successfully getting publicity about your... Read More
A reporter's job is to get the most accurate and... Read More
You have a story to tell. Your company has developed... Read More
Do you want to be quoted by the national press... Read More
It sounds too simple to be true, but it really... Read More
Want to get radio interviews and coverage in print publications... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Getting on the radio can be a great tactical move... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
Small businesses have always known the importance of word of... Read More
They can when they invest in the basics. The best... Read More
This is the ending to my previous article, How to... Read More
Whether you are a business, non-profit or association manager, your... Read More
Sure, any publicity is good. But don't invest time and... Read More
The next time a newspaper photographer takes your photo, remember... Read More
Like human nature over time, the power of good public... Read More
Media relations, simply put, is the business of building and... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
When it comes to launching a new business or product,... Read More
And here it is: public relations alters individual perception leading... Read More
Dear New York Times:I'd like to be quoted in one... Read More
Many people are intimidated by radio interviews, whether live or... Read More
Business, non-profit and association managers committing their public relations resources... Read More
True, because department, division or subsidiary managers for a business,... Read More
Antigo wedding limo ..How you answer questions depends on many factors. Example what... Read More
They say that image is everything and some of us... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
The Internet may have opened worlds for businesses and consumers,... Read More
Your public relations effort really should involve more than press... Read More
Have you ever heard of the saying, "One person's trash... Read More
Think that you aren't big enough for national media coverage?... Read More
Although, as a business, non-profit or association manager, you may... Read More
Here are two to-the-point questions recently posed by several association... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Experience tells me that too many business, non-profit and association... Read More
The fast changing dynamics of the world economy is forcing... Read More
You want to sell your products or services, and that... Read More
Just because a publication is small doesn't mean that getting... Read More
Demand that it pull its own weight in your boat... Read More
If you're an online business using public relations (PR) to... Read More
In fact, here are three really foolish goofs made by... Read More
Why, public relations that stays true to its fundamental premise,... Read More
How to write a press release is a major challenge... Read More
You are if you stand by while your public relations... Read More
When do you use the newspaper for publishing announcements for... Read More
Yes? Then do something positive about the behaviors of those... Read More
If you want to succeed, build a great team. A... Read More
"We are in the communications business, the business of conveying... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
Public Relations |