How YOUR COMPANY Can Make ONE OF THE MOST Out Of Media Exposure
ByGeneral— — Posted in
Q: A press outlet is doing a story on my business. How do you take the benefits of the opportunity? A: First, consider the mass-media outlet. Does the prospective audience match the mark of your marketing? If not, does the complete story being informed resonate with your actual target? Assuming the media audience aligns with your target customer, do all you can to aid the writer or editor to get the story told in alignment with your marketing messages.
Keep in mind, though, that the media intend to inform stories for the readers, not for your company. This means setting your information about the business in alignment with the editor’s audience. This might seem just like a problematic task, but it becomes less so if you manage your expectations. Let’s say your product features four key features, however the editor focuses on benefits from only two in the complete story.
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Avoid lobbying for coverage of the other benefits. Rather, embrace the huge benefits being covered to aid the writer. In order to connect the other advantages of the product to the same audience, consider buying advertisements in the same concern or timeframe that highlight the neglected features. You might also use the editor’s concentrate as a reminder to check on your quest on what those customers find valuable.
You may realize the marketplace has developed. In a case where the press audience doesn’t quite fit your focus on, still take the right time to aid the article writer with story elements that align with the real product value. When the story runs, use your firm’s social media presence and content creation on the firm’s website to highlight the coverage with the real market. The third-party reliability still retains – you simply need to make sure the key audiences beyond the outlet’s readership get to see it. Finally, understand that media outlets do not work for your firm. Treating these professionals as if they owe the company something shall backfire.
Helping journalists write the most accurate and convincing story because of their audience – even if it doesn’t exactly strike all your control hot keys – generally leads to better coverage as time passes. Be a resource, be professional and be gracious. Mike Porter is the faculty director of the master’s programs in health care communication and health care technology at the University of St. Thomas Opus College of Business.
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