A Guide to Working with the Media
A Guide to Working with the Media
Business owners play many roles. Running the business and making day-to-day transactions and decisions are only part of the process. Providing phenomenal goods and services is one of the biggest goals, but people need to know about the business first.
Many people get their information from the media. Media comes in all forms – newspapers, magazines, television programs, radio shows, etc. The Web has ushered in other forms of media too – online articles, blogs, podcasts, etc.
Familiarization and engagement in media will increase an owner’s credibility and acclaim amongst the public. The following article discusses the steps in working with the media.
Know the sources-
Before attempting to get into a media source, it is best to know about it. Who are their readers/listeners? What is their circulation? What type of information is regularly posted?
Another insight is to do some forecasting. Most media outlets will have some sort of calendar displaying what topics will be covered in the future. This provides a start in coming up with articles, points of discussion, research, etc.
Public relations-
Some business owners hire workers to do their public relations and others prefer to do it themselves. Either way, it is important to foster contact with editors, reporters, etc.
It is best to create a spreadsheet with names, titles, numbers, and brief notes about prior contacts. The more you build the rapport with people in the media, the better your chances become in being included and being approached for future opportunities.
Be newsworthy-
It is not so easy to create a media stir. Media representatives are very selective and pressed for time. They will not be intrigued about a pitch regarding your holiday work party at the local catering service, but they will be interested in groundbreaking research or a new business concept. These are two extremes, and the reality of the situation is news from your company will many times fall somewhere along the spectrum.
Be selective yourself in what stories and information you provide to various sources. Different media outlets will be optimal for different information – know which ones are which.
Create a media kit-
In introducing your company to the media, it is best to have a media kit orchestrated. A media kit provides information about your company in regards to your ideology, top services and products, statistics about the company, and most importantly – contact information.
A media kit is like an invitation card – it alerts the media of your presence and gives them the opportunity to consider your company for interviews, stories, features, etc.
Be persistent-
People of the media are very busy and popular – all businesses want some press. Ideally, we want the media to come to us, but unless we are a big company or make an impact putting us in a position to select whom we speak with, we are going to seek them out.
All of your motions towards the media representatives should cater to them. If you want to pitch them a story, do it in such a way that they will understand why it would be beneficial to their readership - spell it out for them. You may think your company has a great story, but the representative may not have the time to immediately see the “grand scheme.”
It is suggested to first contact media representatives through email, and then if you have not heard back from them, to follow-up with a phone call. The best time to contact people of the media is in the morning. If things are to be published for the following morning, they will be busy in the afternoon to make deadlines.
As aforementioned, it is best to be aware before initializing contact. Look at their calendars, read their sources, and know what information is provided in their outlets.
A Guide to Working with the Media - To learn more about this author, visit Ken Wisnefski's Website.
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Introduction-
Business owners play many roles. Running the business and making day-to-day transactions and decisions are only part of the process. Providing phenomenal goods and services is one of the biggest goals, but people need to know about the business first.
Many people get their information from the media. Media comes in all forms – newspapers, magazines, television programs, radio shows, etc. The Web has ushered in other forms of media too – online articles, blogs, podcasts, etc.
Familiarization and engagement in media will increase an owner’s credibility and acclaim amongst the public. The following article discusses the steps in working with the media.
Know the sources-
Before attempting to get into a media source, it is best to know about it. Who are their readers/listeners? What is their circulation? What type of information is regularly posted?
Another insight is to do some forecasting. Most media outlets will have some sort of calendar displaying what topics will be covered in the future. This provides a start in coming up with articles, points of discussion, research, etc.
Public relations-
Some business owners hire workers to do their public relations and others prefer to do it themselves. Either way, it is important to foster contact with editors, reporters, etc.
It is best to create a spreadsheet with names, titles, numbers, and brief notes about prior contacts. The more you build the rapport with people in the media, the better your chances become in being included and being approached for future opportunities.
Be newsworthy-
It is not so easy to create a media stir. Media representatives are very selective and pressed for time. They will not be intrigued about a pitch regarding your holiday work party at the local catering service, but they will be interested in groundbreaking research or a new business concept. These are two extremes, and the reality of the situation is news from your company will many times fall somewhere along the spectrum.
Be selective yourself in what stories and information you provide to various sources. Different media outlets will be optimal for different information – know which ones are which.
Create a media kit-
In introducing your company to the media, it is best to have a media kit orchestrated. A media kit provides information about your company in regards to your ideology, top services and products, statistics about the company, and most importantly – contact information.
A media kit is like an invitation card – it alerts the media of your presence and gives them the opportunity to consider your company for interviews, stories, features, etc.
Be persistent-
People of the media are very busy and popular – all businesses want some press. Ideally, we want the media to come to us, but unless we are a big company or make an impact putting us in a position to select whom we speak with, we are going to seek them out.
All of your motions towards the media representatives should cater to them. If you want to pitch them a story, do it in such a way that they will understand why it would be beneficial to their readership - spell it out for them. You may think your company has a great story, but the representative may not have the time to immediately see the “grand scheme.”
It is suggested to first contact media representatives through email, and then if you have not heard back from them, to follow-up with a phone call. The best time to contact people of the media is in the morning. If things are to be published for the following morning, they will be busy in the afternoon to make deadlines.
As aforementioned, it is best to be aware before initializing contact. Look at their calendars, read their sources, and know what information is provided in their outlets.
A Guide to Working with the Media - To learn more about this author, visit Ken Wisnefski's Website.
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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John PowerJohn 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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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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