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Youre Placing A Story Where

Written by: Anthony Mora

Article Overview: Press coverage, whether large or small, can all be used to help build a powerful and effective media campaign.

Youre Placing A Story Where

Every client's happy when we place them on the Today show or Oprah or in Newsweek, but they're not quite as overjoyed when we place them on an Internet TV outlet or in an obscure magazine. I know there are times my clients find my choice of media placements bewildering. The media outlets are too small, too insignificant, too obscure. They don't reach the client's direct target market. Why do it? There will be no response. It's a waste of time and money.

Not really. We place the stories, because we know that we can use them to our advantage. We can use that media coverage, to help garner other coverage, to help land more articles and other TV interviews. It's important to have a broad perspective and see the whole picture. The process isn't as obvious as it may seem at first glance. Instead of just asking if a particular story will bring in immediate clients or calls, ask yourself if that story will help you garner other media, or if will it be useful to you in your overall marketing plan. If you look at it from that perspective, you’ll soon start to see that press coverage, whether large or small, can all be of use to help build a powerful and effective media campaign.

Copyright © Anthony Mora 2008

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Article Tags: effective media campaign, magazine, marketing, marketing and pr, marketing plan, media, media outlets, media placements, media story, news story, pitching the media, press coverage, target market, tv, tv interviews



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