NUMBERS, NUMBERS EVERYWHERE
You just placed a terrific story on the local news. Your boss asks you how many people saw it.
"Well," you say, "The latest Nielsen ratings showed that 211,000 people watch the 11 o'clock news on Channel 7 each night."
"Terrific," your boss says. "Nice work."
But do those numbers really mean anything? Raw rating and circulation numbers make it easy for PR professionals to track the effectiveness of their work, but do they tell the complete story?
Too many of us media relations types are under the influence of numbers devoid of context, and we may be doing our clients a disservice in the process.
Why? Because just ten percent of the audience matter.
THE INFLUENTIALS
Okay?that's a bit of an overstatement. The other 90 percent do matter.
But the results of a recent survey make it clear that ten percent of Americans have a hugely disproportionate influence over what the other ninety percent do and buy. The study, released by the research firm NOP World, shows that the influentials persuade the rest of us to eat, drink, wear, like, dislike, watch, listen to, and read the things that they do.
Therefore, any organization seeking press attention needs that ten percent. Measuring media relations success based on raw rating and circulation numbers simply doesn't work, since those numbers may be comprised exclusively of non-influentials.
WHERE TO FIND THEM
The influentials get their news primarily from the written word. Of the four top mediums, they get their news in the following order: (1) Newspapers (2) Magazines (3) Radio and (4) Television.
The general public gets their news much differently, emphasizing broadcast. They prefer getting their news in this order: (1) Television (2) Newspapers (3) Radio and (4) Magazines.
Those findings have huge implications. They mean that although the general public may favor broadcast news, you're not going to reach the influentials with that story on the 11 o'clock news. Suddenly, that story seen by 211,000 people seems less impressive.
Instead of chasing big numbers ? the top rated radio station in town or the largest circulation newspaper, ask yourself who the people are who matter the most, and consider alternate ways of reaching them. Sometimes, the niche magazine that reaches only 7,000 people is better than landing a radio interview beamed into tens of thousands of homes.
Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.
For more information or to sign up for free monthly media relations and media training tips, visit http://www.phillipsmediarelations.com.
Alexis limo rentals ..1. Your press release should sound like news, not an... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More
It doesn't matter how cruel the reality programs get, there... Read More
A press release is often your only chance to make... Read More
Your boss just stopped by your office. He tells you... Read More
If you want to know the best way to approach... Read More
Everyone knows the value of free publicity. And given the... Read More
The Acai Berry is starting to gain world wide recognition... Read More
As a business, non-profit or association manager, let the tacticians... Read More
As a business, non-profit or association manager, you have a... Read More
Writing a press (or media) release is quite an art... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
How you answer questions depends on many factors. Example what... Read More
When most people think of media relations, they think of... Read More
Radio is a powerful publicity tool. Most stations offer news... Read More
And the best way to mind your own business is... Read More
You have a story to tell. Your company has developed... Read More
Have you ever gotten one of those letters from your... Read More
Are you launching a new product or website? Announcing a... Read More
"Don't say you don't have enough time. You have exactly... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
One portion of your marketing plan that you probably don't... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
car service from Midway Alsip ..When properly applied by business, non-profit and association managers, public... Read More
As the year starts to wind down, many businesses and... Read More
Most business, non-profit and association managers live to tell about... Read More
Public relations and news releases are synonymous in the minds... Read More
Most people consider getting publicity the most important part of... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
The Today show? The New York Times? Vanity Fair? What's... Read More
Everyone has something that drives them up a wall. You... Read More
Imagine that you are a radio producer. You have to... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Quality public relations does something positive for business, non-profit and... Read More
Sorry about my otaku with this issue (otaku = more... Read More
A reporter's job is to get the most accurate and... Read More
You worked hard to get a story on your business... Read More
The real public relations geniuses might be managers. You know,... Read More
Does it really make sense to bet your PR budget... Read More
You've probably noticed, if you live on this planet, that... Read More
In a media interview, always stick to your main points... Read More
I've worked in media and public relations for 20 years,... Read More
As a mobile detailing company it is important to have... Read More
It's one thing for a senior manager to approve story... Read More
Aren't you tired of hearing how extremely easy it is... Read More
Demand that it pull its own weight in your boat... Read More
Your important outside audiences behave in ways that stop you... Read More
With a dismal failure rate of more than 75 percent... Read More
Public Relations |