Lights…camera…ACTION.
That’s what often happens when people think of using media for advertising or other promotional purposes. It’s the focus on ‘action’ that often means the results are somewhat less than expected. A bit of planning can greatly improve your chances of success.
Before you contact any media outlet there are a few things you should think about:
1) Choose the right media
2) Make sure you have an interesting story (or advertisement)
3) Treat media contacts with respect
Here’s some advice to help you use media wisely and improve your results.
1) Choose the right media.
Press (newspapers – daily, weekly, paid or free)
Television (metropolitan or regional)
Radio
May add credibility to small firms as audio presentation can be professionally produced at a low cost.
Direct Mail
Catalogues/Flyers
There are many types of catalogues. Choose a style and frequency to suit your product, audience and budget – e.g. paper stock, use of colour, photographic style, layout, topic etc.
Can promote a range of complementary products in a themed environment.
2) Make sure you have an interesting story (or advertisement).
If you are creating an advertisement consider these points:
    * Which issue?
    * Which page? Left or right hand side?
    * Is there an associated feature/editorial opportunity?
    * Where are your competitors positioned?
If you are submitting a media release or contacting a journalist/reporter for coverage:
    * Who, What, Where, When, Why.
3) Treat media contacts with respect.
Most people in the media work to revolving deadlines. Make life a bit easier for your media contact by working within these deadlines, and in return you will usually receive a fair hearing.
Reporters try to maintain an objective approach to stories. You may think your new product release or upcoming event is hugely important. But don’t imagine the media will always see it your way. Give them a reason to get excited but stick to the facts.
If you are seen to be too pushy your story will often be ignored. Don’t harass the reporter with numerous phone calls, emails, faxes etc. It is OK to call the reporter first and check their beat and ask how and when they prefer information to be supplied. For example, many newsrooms will not accept emails with attachments due to virus concerns. Then send your (properly prepared) information, and wait for them to contact you.
In summary, to get the best results:
Oh…and don’t forget —
Lights…camera…ACTION – using the media should be fun.
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart’s popular monthly newsletter, visit his web site at www.marketingnous.com.au
