Home
>
Public Relations
>
Using Media and PR to Your Advantage.

Using Media and PR to Your Advantage.

Lights...camera...ACTION.

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.

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.

no-contract cleaning service Glenview ..

In The News:

A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.

South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.

Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Fake AI apps disguised as "ChatGPT" and "DALL·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.

Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.

Android users can now manage apps across multiple devices more easily with Google Play Store's updated remote uninstall button in the latest update.

NASA's Perseverance rover discovers shiny metallic rock on Mars that could be a meteorite from an ancient asteroid, containing high levels of iron and nickel.

Holiday scams spike during Black Friday and Cyber Monday as criminals exploit your leaked personal data. Learn how to protect yourself from fake stores and phishing.

Commerce Department proposes TP-Link router ban over Chinese security risks. Learn how this potential prohibition could affect your home network and devices.

Hyundai AutoEver America suffered a data breach affecting 2,000 current and former employees, exposing names, Social Security numbers and driver's license information.

Washington court rules automated license plate reader images are public records, even when stored by vendors like Flock Safety, setting precedent for transparency.

Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.

Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.

New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.

Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.

The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.

Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.

Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.

Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.

NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.

Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.

Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.

New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.

Using Media and PR to Your Advantage.

Public Relations