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How to Get Noticed by the National Media

How to Get Noticed by the National Media
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Reviewed by – G.A. “Andy” Marken, Marken Communications Inc. – andy@markencom.com




There isn’t a public relations practitioner – especially consultants – who hasn’t been told by the CEO that he or she wants, needs and expects coverage by the Wall Street Journal, New York Times, USA Today, BusinessWeek, Forbes, Fortune and the other print, television and most recently web “major media.” Everything else is nice but secondary…way secondary.

Oh, did we forget to add that the coverage has to be flattering.

The cop-out answer is always that: a) we don’t have the news that is widespread interest to them; b) we’re not public, we’re too small to garner the attention or we’re not of national interest; or c) we’ll try to do it in between the other “vital” projects we have on our plate.

All of these are the wrong answers because the boss simply doesn’t want to hear them. They are also the wrong answers because national coverage is possible. All it takes is something you’re supposed to be good at – common sense, good news judgement and some creativity. Oh yes it also requires time and perseverance.

Lewis and Jones don’t diminish the importance of the day-to-day activities you have on your plate but they do strip away your excuses one by one. How to Get Noticed by the National Media replaces those excuses with a proven set of guidelines to help you develop your campaign for getting the national coverage.

Almost every PR person has or will receive an “over-the-transom” inquiry from reporters and editors/producers from one or more of the national media. Without a national media campaign in place the publicist usually (hopefully) responds promptly providing the information and material requested and moves on to the next project. They have done their job and if the editor/reporter/producer wants to pursue the piece further public relations expects the media to take the next step.

Surprise. Unless it a high-profile “investigative” piece (which they also cover very thoroughly for you) it probably doesn’t happen or if it is pursued it probably doesn’t turn out as well as management and you would have wanted. That’s because there was no campaign strategy/plan in place to produce the results the company wants to achieve. Or in simple terms it is an opportunity wasted.
The authors give you a number of helpful hints on how to look at your organization and your activities as an arms-length third party to develop the strategy and tactics that will produce tangible and measurable results. After all the degree of success you’ll have in developing that first, second, third and on-going national coverage pieces isn’t the story that you want to tell but rather what is of interest to the specific editor and/or reporter.

That means your national coverage requires a combination marketing, sales and communications plan very similar to the one similar to the one senior management develops in tapping into, exploiting and growing markets. In other words what does your market (national media editorial community) want/need, what are the items you have to sell (ideas/messages) and how do shape them to be wanted by your market and finally what kind of communications activities are you going to carry out to reach, educate, inform and persuade your market.

That’s what takes time and focus. The authors do an outstanding job of helping you lay out these plans to achieve your (and your boss’) goal. They give you a very solid understanding of the details involved in a national media campaign and provide the guidelines you need to capture national attention.

In addition to giving you valuable information on practicing damage control in the less-than-desirable high profile situations, they also give you valuable advice on how to plan and execute pro-active national media efforts that are very effective but most often overlooked.

Lewis and Jones point out that if you want to “control” your national campaign message it does take a lot of common sense and hard work. But their emphasis on building letters to the editor and op/ed pieces into the campaign are an excellent way to get the CEO’s message out without the “problem” of being misquoted or statements included in a story that are taken out of context.

While they don’t place strong emphasis on it, an important ingredient of the national media campaign has also got to be a sound media training program for not only the CEO but also the senior people in the organization. Admittedly this is usually a tough sell because: a) the CEO wants the coverage but also wants to control the situation and have assurances they will be highlighted in a positive light or b) he or she “knows” they can control the situation and in fact are excellent at presenting the message.

Both areas of concern are valid and one of your most difficult tasks will probably be to “protect” the company and CEO from damage and/or embarrassment until he or she is convinced the time for media training is right.

We wouldn’t say that How to Get Noticed by the National Media is exactly what the publisher’s claim with the subtitle, “Your complete guide to high-impact publicity.” But it is an excellent source of how-to concepts and ideas you’ll need to develop your separate national media campaign.

At some point you’re going to run out of excuses as to why XYZ corporation – your competitor or neighbor – was covered by the Wall Street Journal, New York Times, USA Today, BusinessWeek, Forbes or Fortune and…”you haven’t done anything all year!”

How to Get Noticed by the National Media will help you develop your pro-active plan.

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How to Get Noticed by the National Media - To learn more about this author, visit Andy Marken's Website.

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John Power
John Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website

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John Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website


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Andy Marken
(Visit Andy's Website) G. A. "Andy" Marken President Marken Communications, Inc. Santa Clara, CA Andy has worked in front of and behind the TV camera and radio mike. Unlike most PR people he listens to and understands the consumer’s perspective on the actual use of products. He has written more than 100 articles in the business and trade press. During this time he has also addressed industry issues and technologies not as corporate wishlists but how they can be used by normal people. He has been a marketing and communications consultant for more than 30 years involved in the wild early days of the Internet/Web, heyday of the videogame industry and the maturing professional and consumer video industries. His experience includes years with Internet pioneer CERFnet, TCG and AT&T. Andy has worked in the software, Web 2.0, video and storage industry with Panasonic, Philips, Dazzle, Atari, NTI, ADS Tech, Pinnacle Systems, CyberLink, InterVideo, Ulead and Verbatim.

Andy Marken is a Platinum author on EvanCarmichael.com
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