Media Savvy - Treat Them As You Would Your Best Customer
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation and identity.
Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).
So what is the best way to deal with the media to build and grow your business?
Well, I believe you should treat them as you would your best customer or client. All the rules that apply to dealing with customers and providing outstanding customer service should apply when you interact with the media.
Remember the media are very busy and the better you can help them by providing information, story ideas and leads the more effective you will be in getting your businesses name or story in the media.
My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.
I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.
The most effective organisations that manage the media the best are those that take a customer service approach.
Here are 10 success tips that will help managers and leaders get the best from the media by taking a customer service approach.
1. Know Your Strengths. What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert.
2. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service?
3. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media?
4. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, community newsletters?
5. What is your key message? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.
6. Build your case? What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have?
7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press release to control the information flow.
8. Develop long-term relationships with the media. Visit and meet them face to face. Network and get to know them.
9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.
10. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional.
Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.
You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.
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The Online Equivalent of an Effective Newspaper Advertisement is FREE
Ask anybody who has been in business for a long enough and they will tell you how newspaper advertisements have for decades helped to build countless small businesses.The advantages of a newspaper advertisement are many, but what has attracted small business entrepreneurs for decades is the speed at which a struggling entrepreneur (short of funds as many starting small businesses always are, and looking for customers fast) is able to get a very quick response.
Small Cards, Big Ideas: Alternative Uses for Business Cards
Aggressive business card marketing isn't about handing your business cards out to everyone you see.The card itself must have a new use, an innovative design, or something other than the usual contact information printed on it.
6 Must-Have Elements of a Powerful Brochure
Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.
Graphical LED Display
Graphical LED Displays utilize high-resolution graphics and video to transmit the information. You will find them sited in world's great cosmopolitan cities.
A $40 Million Dollar Little Known Referral Strategy
Would you like to know how a car wash chain with only 12 locations has cleaned over 33,373,975 cars and has an annual revenue of over $40 Million (that is not a misprint) using little to no paid advertising?Well, sit forward because I'm about to tell you. The company name is "Car Spa" and here's how I discovered their brutally effective referral strategy.
Nine Power Words To Punch Up Your Ads
As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth.
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