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.
Lincoln Stretch rentals Alsip ..? Don't wear all black. You'll look as though you're... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
No comment. These are probably the two most damaging words... Read More
If you're trying to promote your store, but you don't... Read More
Advice about business and life often gets around to one... Read More
How much more fundamental can you get than this? As... Read More
Do it by restructuring your business, non-profit or association public... Read More
Are you hesitating about hiring a publicist or, if you... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
As the practice of public relations in China continues to... Read More
Sure. What else do you call a human discipline whose... Read More
You're a business, non-profit or association manager who needs to... Read More
Is your business looking for new and creative ways to... Read More
So, you've had your book published or you've gone the... Read More
Some folks see the word "strategic" as a needlessly tiresome... Read More
A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More
You are if you stand by while your public relations... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Sometimes a phone call isn't intimate or long enough to... Read More
"Advertising is what you pay for. Publicity is what you... Read More
OK, as a manager, your goal is to show a... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
Your public relations effort really should involve more than press... Read More
They say that image is everything and some of us... Read More
Etymology is the study of the origins of words.As languages... Read More
Western Springs shuttle limo ..So you have spent hours and hours writing, shaping and... Read More
As the practice of public relations in China continues to... Read More
As eyes look forward to a new business year, many... Read More
When most people think of media relations, they think of... Read More
In these days of every increasing demand and competition, there... Read More
The easiest way to meet city council members is to... Read More
Because PR can be difficult to control, it is often... Read More
Public relations is popular because it is very cost-effective and... Read More
Have you ever noticed how the same people's names always... Read More
I'm what we in the business (the "business" being journalism)... Read More
Should it be measured in "publicity by the pound," or... Read More
Imagine you're the technology reporter at a daily newspaper. You... Read More
As if making sure your company runs smoothly on an... Read More
Business, non-profit and association managers are in a stronger position... Read More
Managers in the non-profit, association and business worlds need to... Read More
If you want to know the best way to approach... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
Where is there a business, non-profit or association manager who... Read More
Although repetition is extremely important, there are times when advertising... Read More
What's a Capability Statement?As the name suggests, it tells potential... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Looking to get your name into a magazine? You need... Read More
Your public relations effort really should involve more than press... Read More
About a year ago I read a feature story in... Read More
Have you fantasized about spreading word of your business on... Read More
Public Relations |