In the field of public relations and marketing, I’ve discovered that the enemy of progress is vagueness. There seems to be an infinite number of ways to tell most stories, and with the rapid explosion of media outlets thanks to social media, there (fortunately) also seems to be an endless list of possible producers and reporters who might be interested in that idea.
For those of us seeking greater media coverage, all this can seem a bit daunting. The way to overcome these challenges, however, and move forward with an effective, successful campaign is simply to “get specific” and take action.
I’ve also found that having a structure or framework within which to work can help focus one’s efforts, time and strategy so that none of these “precious resources” is squandered.
With that in mind, I’d like to suggest three ideas I believe will help you focus the conversation when you’re seeking to deliver your message to your desired audience.
– Solving Problems. As I’ve noted recently in my blog and newsletter, given the fact that we all live in a world of “information overload,” if we want to connect with others and know that our service or product is truly being considered, we need to be relevant. Logically enough, effective storytelling – the kind that connects with the listener, viewer or reader – requires relevance, and the best way to be relevant is to help solve a problem of some kind.
When I was working as a producer for “Good Morning America” at ABC News, our executive producer Shelley Ross constantly reminded the staff that viewers are sitting at home watching the show, asking one question about each and every segment – “What’s in it for me?” Offering solutions and “takeaway value” is essential if you wish to connect. This is true in television production, and it’s true in marketing as well.
– Offer New Opportunities. As I’ve discovered recently, thanks to a mastermind group I’ve been participating in, sometimes a conversation with someone else about the work that you do (or any other overly familiar topic) can “open your eyes” to new possibilities. Just as every writer and journalist can benefit from a good editor, a conversation with a friend or colleague can often lead you to think about “your offering” in a new way.
– Demonstrate That Others Recognize Your Value. Pitching story ideas to television shows on the national and local level is something I do quite often in my PR work, of course. When an expert or author is featured in a brief interview on one of these shows, or when a story focuses on a product or service, this exposes a new set of “eyes” (or ears) a chance to be exposed to an idea. Then, we always hope that some portion of that audience will take action to learn more, perhaps leading to a sale or other desired action. Many of my clients have found that it’s even more valuable to feature video clips of their interviews with various journalists on their website and/or YouTube so that potential customers and clients who are actively “in a buying frame of mind” can view that segment. (Being featured in a news story also confers enormous credibility.)
If a potential investor, for example, is actively looking for a financial advisor and visits the website of several advisors to learn more, I can assure you that the one with a steady stream of media “hits” (and perhaps even video clips that can be viewed on-demand) will create a far more persuasive impression that one whose last article or TV appearance is dated 2010, or another date in the “distant past.”
I hope that these three “points of focus” will prove useful to you in planning your public relations strategy. I also invite you to contact me to discuss your PR plans, as I always welcome an opportunity to brainstorm.
Also, please consider subscribing to my weekly newsletter, in which I feature a steady stream of new ideas for honing one’s message and connecting with journalists who can help give your message wider exposure.
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