How To Build a Media Strategy

It is very much urged to incorporate the media in the company’s overall marketing strategy. It’s a win-win situation; the media gets a story while your product or service gets minimal (or free) promotion. Here is what you must do in designing your media strategy.

Select your primary audience – Who does your product or service target? Select at least three publications that cater to your primary audience whom you could send press releases. Remember to foster relationships with the media just like with your business partner.

Determine the newsworthy angle in your story – The mere announcement of your new product or service is not enough to make your readers or viewers give a second look. Seek angles in your story that would interest your audience. One common thing being done here is to link your product or service to a current event or season.

Sell your story – Your press releases are like products that you should sell to the media. Media companies receive hundreds of press releases every day and not all of them are being noticed. You can try sending the articles in person or by fax, but don’t forget to make a follow-up phone call a day or so after you send your release. Also, your first release may not catch the editor’s attention, so send a steady stream of newsworthy releases and communications over time to increase the chances that you’ll catch the editor’s eye.

Prepare what to say – When a reporter calls you for an interview, be prepared to speak quotably. Try asking the reporter what questions will be asked so you can corporate your core business message to your answers. Another tip is to create three short bullet-point statements that convey what you want people to know about your business.

Take the published article to the next level – After your article gets featured, call the media office on how to get reprints of your article. Take note that you have to pay for them. Aside from taping your article in your scrapbook or having it framed, mail your reprints to your hot prospects along with a letter pitching your services. You can also create a bibliography or “in the news” section of your company’s website, citing the articles you appear in. If you have the publisher’s permission, post the full article on your website.