PR Campaigns ? How To Get To Grips With The Media
If you're serious about getting great results from your PR you may find that you have to severely challenge your current reading habits. A recent client completed her PR assessment form with a comment about how she had always read a certain paper because her parents had and she'd just fallen into the habit too. She now realised that she had to read a lot more widely to understand the amount of opportunities that are out there, and which ones would work for her.
I wonder how many of us are also guilty of falling into media comfort zones. And what can we do about it?
But before, I spill the beans; I thought I'd remind you about the importance of knowing The Sun from The Daily Mail, or Arena from Loaded. There are 4 main reasons why being media savvy will help your PR.
1. You will be aware of what publications are out there and therefore aware of all the opportunities open to you.
2. Different publications, even in the same niche, require a different approach. Both Woman and Good Housekeeping appeal to women in roughly the same age group but the language they use, and the subjects covered, in each of them, is so different that they may even need a different press release to reflect both the differing reader concerns and language.
3. As you read more widely you'll come to spot more and more opportunities that you weren't aware of, perhaps even before your competitors.
4. You may spot publications that you could write for and, hey, even earn a second income!
So, how do you get to grips with all the possibilities that are out there?
1. Let's start by making a list of all that you usually read (and you can do this as a team if there is more than one of you). Include things that you read for fun as well as business, things that you regularly read whilst sitting outside your client's/MD's office, and websites that you usually visit.
2. Now go through that list and cross out anything that you wouldn't want your business to be seen in, or wouldn't do your business any good to be seen in anyway.
3. Now, look at your remaining titles and suss out any gaps. If you've only covered one trade magazine, what about the other five that barrage you with requests for subscriptions? If you religiously read The Guardian can you accept that you really should start to become more aware of the opposition? So, here's list two ? make a note of all the publications you need to get to know.
4. Now comes the difficult part, fitting them into your daily routine. Understand that you are going to have to move away from your comfort zone. I love to curl up with the Sunday magazines and wallow in materialist lusts (Gotta have those shoes/Nigella's new book/a kitchen like Jamie Oliver (yeah, as if!) but I make myself read the newspaper first. One way that you can do this might be reading through a publication each week on the train before you allow yourself to relax and settle into your novel.
5. If you work in a team you can assign particular publications to particular people and each of you can be responsible for reading your own publication and then giving a brief run down of what you think is important along with possible press opportunities in a weekly press meeting.
6. Does your trade magazine have a website? If time is really strained then this is a fall back. Send yourself regular reminders via Outlook or whatever to go and take a look and catch up on the latest news.
7. Make catching up on your reading a little bit of "me time" - disappear for fifteen minutes with a publication and a cappuccino and make it into a daily ritual that gives you a bit of time to breathe. If anyone queries it, you are working after all!
8. Once you really get into it, you'd be surprised at what possibilities are out there. You'll spot your major competitor being interviewed in a golfing magazine and sneakily dropping his business name in there. You'll see interviews on mothers who run businesses in a women's magazine and notice someone from your local networking group on the page.
Think outside the box. I was once interviewed for a mobile phone magazine (years ago, when they were pretty clunky!) about how vital it was to carry my mobile with me in case a journalist wanted to contact me urgently. And it was a double page spread with a picture of me and my (clunky) mobile phone and Tower Bridge in the background. It did my business wonders (even though I had changed phone companies by the time it came out!)
9. You can't afford to be smug once you feel everything is under control. New titles open all the time. Make regular trips to the newsagents (big station branches are great for this) and check for new titles. Read what's sitting around in the waiting room of your dentist or your clients and don't be afraid to ask if you can photocopy something if it looks vitally important!
10. Finally, and this is something I urge you to continue doing, always ask your clients what they read - for pleasure as well as work. And, if Dog Lovers International keeps cropping up, you know what you've got to do!!
Copyright © Paula Gardner and Do Your Own PR 2004. All rights reserved.
A Blueprint for Managing your PR
OK, as a manager, your goal is to show a profit for your business unit, or meet certain expectations of your association membership, or achieve your non-profit's operating objective. In each case, you'll need public relations activity that creates behavior change among your key outside audiences. Behavior change that leads directly to achieving your managerial objectives.
Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time
Public relations writing when writing press releases can be a real challenge.
Easy to be Foolish About PR
In fact, here are three really foolish goofs made by too many business, non-profit and association managers.
Take the High Ground With Quality PR
Quality public relations does something positive for business, non-profit and association managers about the behaviors of the key external "publics" that most affect their operations. In other words, it alters individual perception that leads to changed behaviors among theirreally important outside audiences.
Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM?
If you are in Australia at the moment, it is hard to miss the engagement news of superstar couple, tennis ace Lleyton Hewitt and TV soap Rebecca Cartwright.
Whats Stopping You From Getting Publicity?
When I talk with business people, they tend to believe if they offer good service, they will automatically get "noticed".
Publicity: Nailing a Media Interview, Part III (Staying on Topic)
In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse.
Effective Media Relations ? You Won?t be Talking to the Media Without It!
The media's role is to package and spread news, current affairs and public interest information to the public. They have great power to shape and influence public opinion, to target and exploit audience reactions, emotions and opinions.
The Medias Muscle: Make it Work for You
The least expensive, most effective way for you to promote your product is through media coverage. Reporters are excellent communicators. They can often tell your story better than you can. They also have the attention of the public.
Is This Any Way to Run Your PR?
A Great Way to Do PR
As a business, non-profit or association manager trying to get a bang for your PR buck, you could pretty much concentrate on simple print and broadcast mentions or, for that matter, the whole basket of tactical public relations weaponry including old favorites like high-visibility speech appearances and newsworthy special events.
Using Publicity As A Creative Marketing Tool
Publicity is an important and often overlooked tool of creative selling; and a more cost-effective way of reaching your target audience than advertising. With the inherent third-party endorsement of the media implied in every editorial story, a news or feature article in a newspaper, magazine, or on television or radio, is an infinitely more credibly-perceived communications message than an ad or commercial. Publicists less frequently are favored with hard news stories. They are more often tasked with getting "softer" news and feature stories on-air or in print. Here are some techniques involving creative conceptualization and application ? what I call CREATIVE FORMATTING ? and they work very effectively when carefully thought-through and constructed.
Do You Have Issues?
Every organization has issues that could affect its operation. The following are some thoughts on issues management and some of the tactics available to us in this discipline.
Is PR Right for You? 6 Questions to Ask
When most people think about marketing, they think advertising. While advertising is a part of marketing, marketing is much bigger than advertising. There are lots of different marketing methods floating around out there, and the challenge as a business owner is figuring out when it's appropriate to use each one and the best way to use it.
Preparing For Your Media Interview
Media interviews are an important part of an overall public relations campaign. Any size company from entrepreneur to Fortune 500 can benefit from media interviews. Always arrive for a media interview prepared and early. We've seen competent CEOs drown in uncharted media waters. Being unprepared guarantees you won't get asked back. When you are contacted for any kind of media interview ask the following questions:
What not to wear when doing a TV Interview
? Don't wear all black. You'll look as though you're disappearing into a hole. This often throws women into a panic, as we love the slimming properties of black, particularly when TV will probably make you look slightly heavier than you are in real life. Black trousers or skirt will normally be fine as a filmed interview will generally concentrate on your top half, but do go for a colour on top if you can.
Celebrities Cant Have It Both Ways
Corporations are willing to pay substantial amounts of money to prominent personalities so that consumers will relate the brand with their favorite star, and thus will be more likely to buy the product. The buying public imparts credibility to the celebrity because of his or her charisma as well as the credibility that comes with prominence in the media. The power of someone's personality also entails risks for the brand with which they are associated, because any controversial behavior may reflect badly on the product. This has become an especially frequent problem in recent times.
Much Ado About A Lot!
I say public relations can be a matter of survival for your organization.
Cutting Down Your Trade Show Budget
Whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training, followed closely behind by marketing. Why? Both are viewed on the balance sheet as expenditures rather than income generators, so obviously they're hot contenders for elimination.
Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active
The Acai Berry is starting to gain world wide recognition as a "wonder of nature." On a recent Oprah Winfrey show, titled 'LOOK 10 YEARS YOUNGER IN 10 DAYS," it was named as one of the top ten superfoods in the world for combating the effects of aging. In a location piece shot for and aired on NBC's Today Show, the Acai Berry was referred to as, "the Viagra of the Amazon." Research has shown that the Acai Berry contains more potent antioxidants than any other edible fruit on the planet. It contains over 30 times more beneficial flavinoids than red wine.
|© Athifea Distribution LLC - 2013|