How to Get Ahead by Using the Media to Publicize Your Service, Product, Organization, or IdeaBy: Kevin Nunley
A little media exposure may be all you need to take your product or service to the next level. How often have you seen someone get a little exposure on TV or in the newspapers and see a BIG boost in sales as a result?
It happens everyday. Luck? Sometimes. But more often than not, the business succeeded because its leader knew how to use the media. We live in a huge mass society. Even if you shake 100 hands a day, you could only meet a tiny fraction of those people in your working lifetime. The only way to reach the masses, or even the majority of your target customers, is to use the media.
A recent business bulletin board session featured one entrepreneur complaining that advertising was too expensive and none of her many press releases to the media had ever netted any coverage.
Another contributor guessed that only one in every 20 press releases is ever used and the whole process might be futile. Finally, a third entrepreneur pointed out that maybe the failing press releases hadn't been newsworthy.
In order to get your product, service, organization, or idea into the media, you have to talk the media manager's language. You must hit what I call the Media Manager Hot Buttons.
First, target your message to the medium that is most interested in your type of story. Television goes for a mass audience. Radio seeks a very tightly focused demographically-skewed crowd.
Magazines touch a specialized regional or national readership. Your local paper goes for a very local angle. Media is ultra-fractionalized these days and each outlet tries to stake out its own little corner of the audience. Think about which media outlet in your community addresses your target customers.
There are several topics that media managers almost always go for. If you can think of a way to combine your message with one of these topics--you're in.
Hang in there and make sure your product, service, organization or idea is one of those stories.
© 2001, 2000, 1999, 1998, 1997, 1996 DrNunley.com.
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