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
elite cleaning services Mundelein ..Years ago when my Dad owned a group of local... Read More
I mean public relations that presumes from the get-go that... Read More
If you leave a star player sitting on the bench,... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
I recently worked with a group dealing with an unusual... Read More
1) Package your story. Two critical elements will help you... Read More
To get someone's name in the newspaper or a product... Read More
Sure, as a manager, you have a talented member of... Read More
In these days of every increasing demand and competition, there... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
When do you use the newspaper for publishing announcements for... Read More
For financial planners, getting publicity, in the end, isn't about... Read More
Although media relations is not all there is to PR,... Read More
Why, public relations that stays true to its fundamental premise,... Read More
Always ask, "Is now a good time?"Deadlines in journalism are... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
No comment. These are probably the two most damaging words... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
The media live by the calendar. Your story pitch might... Read More
And not results you can measure only in terms of... Read More
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More
As if making sure your company runs smoothly on an... Read More
Advice about business and life often gets around to one... Read More
When developing a publicity campaign for their business many owners... Read More
When your book is mentioned on television, sales go up.... Read More
Airbnb cleaning service Mundelein ..While awaiting economic recovery, business needs to attract the attention... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
Business, non-profit and association managers are in a stronger position... Read More
You are if you stand by while your public relations... Read More
You have a story to tell. Your company has developed... Read More
There's the old joke about the two buzzards sitting in... Read More
PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More
The most sensible way for business, non-profit or association managers... Read More
For some, public relations works well when their news release... Read More
Whenever a recession or volatility threatens the economy, companies immediately... Read More
Because it can alter individual perception and lead to changed... Read More
Many of my clients have had the misguided perception that... Read More
The power of PassionPassion is an extraordinarily powerful spring. Without... Read More
As a business, non-profit or association manager, why continue a... Read More
You thought of it, you researched it, you wrote it.... Read More
Community relations is one of those marketing strategies that isn't... Read More
The Internet may have opened worlds for businesses and consumers,... Read More
The wind of changes...The digital world has changed the form... Read More
In larger cities with many outlets they are competing for... Read More
There's good news for public relations execs, marketing professionals and... Read More
Do you want to be quoted by the national press... Read More
As a business, non-profit or association manager, do you see... Read More
Although I still believe there is a place for advertising... Read More
?lose the confidence of your key target audiences? discourage them... Read More
Many people are intimidated by radio interviews, whether live or... Read More
Public Relations |