What We Do
Media
The main advertising media channels are press, TV, posters, radio, cinema and online.
Direct marketing includes direct mail, door drops and inserts.
Working with the media
The media provides a very effective way of reaching large numbers of people with simple messages about your business.
Many people turn to advertising as a quick and easy way of getting into the media, but they often do not realise that much more can be achieved - at a fraction of the cost - through a good press release sent to a number of media outlets.
Regular appearances in the media can help to boost sales or shape opinion but, more importantly, they also help people to build up a clearer idea of what your business is really about.
Below are ten tips designed to help you get the most out of working with the media:
1. Know what you want to get out of it
You might want to send a press release to:
Whatever your reason, knowing what you want out of the experience, both short and long term, helps remind you why you are bothering and gives you a much clearer focus for interviews.
2. Start local
Your local media is a great place to start. It will help you to reach your nearest customers and is also a good place to practice your skills before taking on national or trade media. Where appropriate, use radio phone-ins to voice your opinion. Many newspapers are connected - so what starts out as a local story can sometimes become a national story.
3. Learn what the media wants
Spend time listening to, watching and reading the media you want to work with. Knowing the kinds of stories they carry - and the reporters who produce them - helps you to understand what their audience might be interested in from your business.
4. Write a press release
A good press release is the vital tool for distributing your message widely. Most news articles are written in a formulaic way and you should try and match this with your press release.
Your press release should get straight to the point - answering who, what, when, where and why in the first 30 to 40 word scentence. Expand the story in the next 400 to 600 words keeping the single-paragraph scentence about the same length as the first. Don't fall into the trap of over-puffing the story or it is most likely to be deleted.
Your press release should also include:
Most news desks rely on e-mail to receive their news releases. Send the releases as black text with little formatting. Do not attach any images or logos to your press release. Wait until you are asked to send them in.
5. Make contact
Most journalists get annoyed with repeated phone calls. So if you do call them, check they received the press release, or give them more information but keep it brief. Most deadlines fall in the afternoon so it is best to call reporters in the morning. Or ask if they are on deadline and when you could call them back.
6. Availability
News happens quickly and reporters work to very tight deadlines. If they have questions it is vital that you are available to speak to them. Give them a mobile number so they can reach you and make sure you call them back if you say you will. If you don't, they may not carry your story and may think twice next time you contact them. If it is a big story expect the phone calls and media interest to continue for a couple of days.
7. Interviews
If you do get asked to give a radio or TV interview, think of three simple things (or more) you want to tell to people at home. You can count your interview as a success if you get them across.
You will need to ask the reporter or producer:
For the interview:
Record your interview so that you can make it even better next time.
8. Pictures
Line-ups, uncomfortable handshakes and boring plaque unveilings are all complete no-nos for press photographers. Remember that most pictures in papers are of people. If you don't have good pictures of your own, let the reporter know what good picture opportunities are available to them and they may send someone down. Photographs or children and animals at an event are great - but you will need to make sure (through the teacher) that the necessary permissions have been signed. For TV, think about what moving pictures they cold film in advance.
9. Learn to live with headlines
Headlines can often be painful reading. The journalist who has written the story does not usually write the headline. It is often worth thinking of headlines as 'read me' flags sat on top of your article. If it gets people reading as they flick through the paper, the headline is usually worth living with.
10. Troubleshooting
Having a well-written, well thought-out press release is the first and best line of defence against something going wrong. If you are being interviewed by a print journalist about a 'sticky' subject, ask for questions by e-mail, recount what you think you said by e-mail after you come off the phone, or ask the reporter what quotes they will use.
Before complaining about the article, get someone you know and trust to read through it and give you an honest opinion. The journalist may be able to answer immediate complaints or arrange a correction if a mistake has been made.
If you have been badly misquoted, misrepresented or have a complaint over the behaviour of the journalist contact the editor by letter. If the editor hasn't replied to you within a week or you are unhappy with his or her response, then write to the press complaint commission.
Andrew McLaughlin has worked as a journalist and press officer for more than ten years. He runs a part-time PR service for farmers, producers and independent retailers in the food sector. He is available for consultancy and small PR projects. Contact him via email apposite@hotmail.co.uk.
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