While many marketers have, over the last few years, advised entrepreneurs to focus on building their social media profile, keep in-mind that getting your name in the ‘traditional media’ (i.e. newspapers, radio, television and print journals) can still be a powerful marketing tool well-worth pursuing.
In fact, the core principles used for establishing and growing profile online are actually built upon on the methods used in infiltrating the traditional media. That’s why in BusinessCast podcast #103 Robert and I sit down with Gerry Nicholls who is recognized as being one of the Nation’s most media-savvy political pundits. But, Gerry is more than a ‘thinker’ — he’s a doer with a rare history of building public profile for people, companies and causes. So, Gerry draws on his strong track record to share five ways that you can start to build and grow relationships with key media people.
Once you’ve listened to BusinessCast Podcast #103 you’ll be much better equipped to build a plan of action for getting the media coverage you want and deserve.
Here are a few additional points to consider for your media-building plan:
Define your targets precisely – Among the various types of targets, you should include at least one of the following: number of “mentions” in specific media; number of “positive” mentions in specific media; number of times you’re called by editors or journalists as a source of expertise; ‘unassisted name recognition’ as measured in your market research or ‘improved positive name association’ as measured in your market research.
Plan for ‘bad publicity’ — When you’re taking efforts to build your public profile, keep in-mind that there will be occasions when the media will miss a critical point or misunderstand something. The resulting increased buzz may not be the buzz you want. So, play out worst-case scenarios and identify what you will do to correct any inaccuracies or misconceptions about your company. It is particularly important to use the right combination of online tools in order to keep bad press from spreading through search engines.
Establish a precise process – Let everyone in your organization know who will act as your company’s spokesperson(s). Provide them with the training to deal effectively with the media and establish a straight-forward process for responding quickly to media inquiries.
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