Media management has become one of the strategic tools for managers and leaders to drive marketing opportunities, communicate key messages, achieve social change or influence Government. Media and Communications Consultant, Thomas Murrell* shares 10 success tips for getting the best from the media.
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation and identity.
Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).
My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.
I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.
Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.
But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.
The only way to build your reputation is by learning the secrets of how the media works and we can help you do that.
10 Tips
These are 10 success tips that will help managers and leaders get the best from 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.
2. Clarify your communication objectives? What do you 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 your 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?
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? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.
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?
7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press 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.com.
no-contract cleaning service Glenview ..It is virtually impossible to succeed professionally and personally without... Read More
Media interviews are an important part of an overall public... Read More
From time to time, people ask me how public relations... Read More
Personnel mentions in the newspaper and product plugs on radio... Read More
If you leave a star player sitting on the bench,... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
Whether you are a business, non-profit or association manager, your... Read More
If you're trying to promote your store, but you don't... Read More
Many of my clients have had the misguided perception that... Read More
Publicity will take your financial planning practice, your business, and... Read More
The Today show? The New York Times? Vanity Fair? What's... Read More
An effort built around a string of print and broadcast... Read More
There's the old joke about the two buzzards sitting in... Read More
Ever get the feeling that your public relations program isn't... Read More
Sometimes a phone call isn't intimate or long enough to... Read More
As an owner of an independent record label, I often... Read More
Something that results in your most important outside audiences doing... Read More
They'd hate to admit it, but the media is pretty... Read More
PR that really does something positive about the behaviors of... Read More
Shooting from the hip always creates anxiety.Especially when managers order... Read More
As a business, non-profit or association manager, any tool that... Read More
Some financial planners think that they shouldn't share their top... Read More
It's the time of year when calendars crowd out the... Read More
Yes, that's what public relations really is when it tracks... Read More
Next to white papers, case studies are the most popular... Read More
house cleaning company Glencoe ..The annual detailing of the Kentucky Derby Train is an... Read More
When most people think of media relations, they think of... Read More
Often the first point of contact the media has with... Read More
The public relations goal and strategy make sense; the message... Read More
What may be the more appropriate question is: What makes... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
One of the most misunderstood and most underutilized promotional tools... Read More
The power of public relations is its ability to alter... Read More
As a business, non-profit or association manager, do you see... Read More
You never know when 60 Minutes will knock on your... Read More
The reason might be this simple: as a business, non-profit... Read More
And hurt bad if you are a business, non-profit or... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
Everyone has an opinion on something, and you can leverage... Read More
Here are two to-the-point questions recently posed by several association... Read More
With a dismal failure rate of more than 75 percent... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
If, as is often the case, you are preoccupied with... Read More
Although it seems less common these days, there are still... Read More
Where is there a business, non-profit or association manager who... Read More
Does the thought of knowing your verbs from your adjective... Read More
When I search Google News for "surveys," I get nearly... Read More
When it comes to launching a new business or product,... Read More
Considering how fundamental they are to the publicist's trade,it's always... Read More
Public Relations |