Maximizing Media Exposure
When it comes to business, an organization's reputation is crucial to its continued success. In some cases, the media can play a role in making - or breaking - this reputation. From responding to a company crisis to raising awareness of a new product, service or partnership, the benefits of media relations and message training are substantial.
These days, media-savvy executives are utilizing both traditional outlets - such as television, print and radio - and new Internet-based media components - such as social networking sites, blogs, forums, podcasts and YouTube - to disseminate their company's key messages. Through accessibility, reliable information and a few good quotes, even the smallest association can effectively tap into a wider audience and project a more positive public image.
Here are some media relations tips designed to maximize good coverage.
- Define your message. Identify and develop three or four primary messages supported by facts, numbers and anecdotes. Use simple words, rather than jargon, and keep the messages short and sweet.
- Be informative. It's important to provide accurate information. Before participating in any interviews, compile some helpful news releases, case studies and other material to help illustrate the organization's mission or position.
- Do your homework. Before the interview, read up on (or watch) some of the reporter's previous work to gain insight into his or her working style. In addition, brainstorm some compelling, positive responses to potentially negative or loaded questions.
- Find a good spokesperson. Designate representatives to speak on behalf of the organization, whether it's a senior leader or someone familiar with the inner workings of the business.
- Always find time for the media. Accessibility goes a long way. When a reporter calls, they are usually working on a very tight deadline. Journalists appreciate sources who try to accommodate their schedules.
|
Ensuring Your Web Site Works For You
The corporate Web site is the dominant communications vehicle for most companies. It is available to your stakeholders 24/7 and is often the first exposure audiences have to your product, service or company. But it may also be their last.
How do you ensure that your Web site is communicating the right message to the right audience?
-
Think about your audiences. Identify who they are and what action you would like them to take. Then think like your audience and take your Web site for a test drive. Is the navigation intuitive? Is relevant information readily available? Is there too much -or not enough-information?
-
Prioritize and set realistic objectives. We all may aspire for a Web site with the latest technology but focus first on layout and copy.
-
Pay special attention to your home page. Most often, visitors will exit if it takes too long to load or if they do not see something relevant to their needs on the home page.
-
Always include a simple-to-find menu that includes the tried and true basics such as "About" and "Contact Us."
-
Make it easy for the press to find you by including a public relations contact name.
-
The site's design and messaging must always be consistent with your brand identity materials.
- Create an ongoing maintenance plan. First, determine who currently manages the Web site. IT? PR? Marketing? HR? None of the above? Well, those departments and many others should all play a part in site upkeep. To ensure proper maintenance solicit a diverse volunteer team. The team should regularly sweep the site to trouble shoot navigation and suggest content updates.
Ongoing maintenance is the only way to avoid a runaway Web site, that is, one where outdated information has accumulated to the level where updating content seems to be an almost insurmountable task.
Keep on top of your Web site and it will do what it should-Provide a low cost method of communicating to your audiences, worldwide, every day of the year.
Best regards,
Peter Rush, Chairman & CEO
www.kellenPR.com
Back
Issues |
