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.
monthly home cleaning Buffalo Grove ..As a business, non-profit or association manager, let the tacticians... Read More
A few weeks ago I was participating on an on-line... Read More
You do not have to hire a publicist or advertise... Read More
When times are tough, it's no time to ignore those... Read More
If your product or service can be given as a... Read More
Non-news professionals often have a hard time understanding why their... Read More
FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
When you are planning to call a reporter for the... Read More
As a business, non-profit or association manager, occasions will arise... Read More
Yes? Then do something positive about the behaviors of those... Read More
Because PR can be difficult to control, it is often... Read More
It seems difficult to believe at the dawn of the... Read More
Managers ? the business, non-profit and association sort ? really... Read More
When, as a business, non-profit or association manager, you are... Read More
There's good news for public relations execs, marketing professionals and... Read More
Commit this to memory, please: To get in the media,... Read More
If you want to know the best way to approach... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
You can if, as a business, non-profit or association manager,... Read More
One big mistake that many marketing-minded financial planners make when... Read More
For a business, non-profit or association manager, they could be... Read More
Use journalistic styleReporters are busy. Just like you.So when you... Read More
The call came into my office and the voice on... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
scheduled maid service Mundelein ..Community relations is one of those marketing strategies that isn't... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
The least expensive, most effective way for you to promote... Read More
SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More
The easiest way to meet city council members is to... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Question: Why should your business issue a press release? Answer:... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
Once upon a time, there was a young, stressed out... Read More
Business people often spend time and money trying to find... Read More
Just about anyone who has been in the public eye... Read More
When it comes to launching a new business or product,... Read More
A reporter's job is to get the most accurate and... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
You won't accomplish much if you call the gas company... Read More
Publicity is an important and often overlooked tool of creative... Read More
?lose the confidence of your key target audiences? discourage them... Read More
When you are planning to call a reporter for the... Read More
True, because department, division or subsidiary managers for a business,... Read More
It used to be that all you had to do... Read More
The name of the game is doing our part to... Read More
Are you working as hard as you can in your... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
Powerful is a strong word. But it fits here. As... Read More
How to write a press release is a major challenge... Read More
Public Relations |