|Breast Cancer Information|
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.
Free Internet Advertising: 6 Proven Ways To Prevent Your Competitors From Stealing Your Customers
It is getting harder daily to generate traffic.
4 Ways to Double the Power of Your Business Cards
Sure, everyone needs business cards. But why not make your business card do double or triple the work of an average business card.
Media, the Internet, Yellow Pages, and Your Business
If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!...Seriously!) If you own a small business today, you look at many advertising mediums. The majority of these mediums lump themselves into 2 categories, creative or direct.
What Does the Back of Your Business Card Say?
Business cards with nothing on the back are wasted opportunities to sell.
Advertising Costs Getting Too High?
Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing. Most, however don't realize that there is an effective way to reduce the cost of your advertising while - at the same time - increasing its reach.
10 Tips For Writing A Profit Producing Ad
1. You can get ad copy ideas by studying similar product's advertising material. Collect their sales letters, classified ads, web ads, e-mail ads, etc.
The Secrets of High Money Classified Ads
When used effectively, classified ads can be one of the quickest and most inexpensive ways to increase your sales. A well written classified ad can generate thousands in sales, yet could cost you pennies to write and run.
The Inside Secrets Of Free Publicity For Your Business
Product publicity is the "secret pathway" to business success everyone wants. In simple terms, product publicity is a kind of advertising that costs you nothing, yet brings in the orders for you.
3 Simple Steps to Getting Thousands in Free Advertising
Many entrepreneurs believe that they understand what public relations is, but very few do. Publicity and public relations can be used to boost your business by thousands of dollars a week or kill it; the trouble is using it to your advantage.
Moving Message Board
Moving message boards are used in the areas where continuous announcements, or other information are need to be displayed in to either indoor or outdoor. Used most widely in churches, schools, airports, other transport stations, banks, production and administration department of organization as marquee information billboards.
Marketing Tips For Small Business ? Advertising That Works, Part I
Have you ever seen an ad on television that was beautiful, slick, and stylish but didn't fit the product? How about a magazine ad that, though gorgeously photographed, didn't make it clear what was being sold? Or have you heard a catchy radio ad that neglected to give contact information? If you pay attention, you'll notice these money-wasting advertisements in all types of media.
Raising Funds For Your Nonprofit Using An Annual Direct Mail Program
A good annual direct mail solicitation program can produce unrestrictive operating funds for your nonprofit organization year after year. And such an annual direct mail program, if done right, should produce more funding for your organization each year.
What Happened? Troubleshooting Poor Response from Ad Campaigns
Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.
Mobile Detailers; Customer Window Displays
Mobile detailers have all types of customers, many of whom are self-employed. We know that these customers love their automobiles as most Americans and therefore love the services we provide. So much so that they will refer us new customers and tout our services. But they are willing to do much more if you ask them. Like referrals you get more when you simply ask. Let me give you another couple of ideas.
Lamination of Signs
I suspect that everyone has an idea of what lamination is even if you have only seen it in passing. Restaurant menus are a common example. A plastic finish is placed over the menu to protect it from food and stains. But did you know that you can laminate just about anything that is flat? If it needs to be protected and reused, it is something to consider for lamination. The laminate also makes the original material stronger and more durable. All of our signs can be laminated, but the reasons are varied and not all signs should be laminated.
It is difficult to miss a Hummer, but how many companies could afford to run one to promote their business? The answer is, of course, very few and it is doubtful whether GM's overgrown offspring would be the most suitable promotional vehicle for many of them. What then are the alternatives and how could businesses benefit from using a vehicle as an advertising medium?
Avoid The Big Advertising Mistakes
Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:
How to Advertise with Flyers
When you first start out on your business venture, money is usually tight but you still need to advertise. One of the most affordable, yet very effective, ways to begin your advertising campaign is with flyers. Flyers are simply full page ads that are distributed directly to your potential customers. There are several ways in which they can be distributed.
Is Your Advertising... Sexy?
Ever hear the term 'sexy' advertising? It's not necessarily what you think. Sure, some people's idea of sexy advertising is hot babes in bikinis spraying beer all over each other, but that's overtly sexual and not what we're about to discuss here.
How You Measure Yourself Is How You Motivate Yourself
One of the keys to strong positive mental attitude is what you compare your personal performance to. Do you compare your sales results to the top producer in your industry? Do you compare your basketball playing ability to Michael Jordan? Do you compare your last presentation to a speech delivered by Ronald Reagan or JFK?
|home | site map|
|Copyright © 2005 Bisey.net|