THE ADVERTISING PHILOSOPHY
There's a parallel that can be drawn between getting the kind of news
coverage you're seeking and one of the basic tenets of advertising.
Research proves that advertising works. But, people need to see or hear
the message several times before it imprints strongly enough in their
minds for them to notice or act on it. That's why the advertisers who get
the maximum return on their investment put their message out on a
regular basis. It's also why they put it into more than one medium. They
know it's the most effective way to keep their name in the minds of as
many of their customers or potential ones, as they can. It also increases
the likelihood that it'll be remembered and acted upon.
Advertisers who get the best return on their investment also know where
their customers are most likely to see or hear their messages, and put
them there. Some find out by surveying their customers, while others use
their past experience with different mediums to help them make these
decisions.
LET'S DRAW THE PARALLEL
Unless it's a big news story, or a continuing one, chances are it'll be
published just once, and broadcast for 18 to 24 hours at the most. Some
news organizations may not cover it at all. That reduces the number of
times the story is imprinted in people's minds, and number of people
who'll find out about it.
The best and most effective way to get around this is to notify all of the
appropriate local, regional and national news outlets that may be
interested in your story. This increases the number of opportunities for
your story to be published or broadcast, and imprinted in people's minds.
IIt also increases the likelihood they'll take notice of it, or act on it.
Don't be afraid to take a chance on a media outlet, even if you're unsure
of whether it'll be interested in the story. But, don't go overboard, either.
Advertising a retirement home on the Saturday morning cartoons
probably won't generate a lot of new business. It's the same with the
news media, and special or topical interest/trade publications.
Do your research and survey the landscape. Virtually all print and
broadcast news organizations and periodic publications have websites.
They usually have online archives, as well as information about who to
contact, or how to submit something to them for publication/broadcast.
Typically, it's in the "Contact Us" or "About Us" section of the website.
Use this information to help you make your decision.
THE KEY TO GETTING NEWS COVERAGE...
Successful advertisers also know that how a message is presented... it's
words, it's visuals, the sounds... all play an important part in convincing
people to buy their products or services.
Why do my readers, listeners or viewers need to know about this? That's
what reporters and editors ask themselves when they receive a press
release or story pitch. If you need to, tailor your press release, statement,
etc. to explain/demonstrate how or why their audience needs to know
about it. Many times, a few simple wording changes in the headline and
first few paragraphs will be sufficient.
Value-added bonus: The news coverage is free... something that can't be
said for advertising.
Updated on 1/19/10
coverage you're seeking and one of the basic tenets of advertising.
Research proves that advertising works. But, people need to see or hear
the message several times before it imprints strongly enough in their
minds for them to notice or act on it. That's why the advertisers who get
the maximum return on their investment put their message out on a
regular basis. It's also why they put it into more than one medium. They
know it's the most effective way to keep their name in the minds of as
many of their customers or potential ones, as they can. It also increases
the likelihood that it'll be remembered and acted upon.
Advertisers who get the best return on their investment also know where
their customers are most likely to see or hear their messages, and put
them there. Some find out by surveying their customers, while others use
their past experience with different mediums to help them make these
decisions.
LET'S DRAW THE PARALLEL
Unless it's a big news story, or a continuing one, chances are it'll be
published just once, and broadcast for 18 to 24 hours at the most. Some
news organizations may not cover it at all. That reduces the number of
times the story is imprinted in people's minds, and number of people
who'll find out about it.
The best and most effective way to get around this is to notify all of the
appropriate local, regional and national news outlets that may be
interested in your story. This increases the number of opportunities for
your story to be published or broadcast, and imprinted in people's minds.
IIt also increases the likelihood they'll take notice of it, or act on it.
Don't be afraid to take a chance on a media outlet, even if you're unsure
of whether it'll be interested in the story. But, don't go overboard, either.
Advertising a retirement home on the Saturday morning cartoons
probably won't generate a lot of new business. It's the same with the
news media, and special or topical interest/trade publications.
Do your research and survey the landscape. Virtually all print and
broadcast news organizations and periodic publications have websites.
They usually have online archives, as well as information about who to
contact, or how to submit something to them for publication/broadcast.
Typically, it's in the "Contact Us" or "About Us" section of the website.
Use this information to help you make your decision.
THE KEY TO GETTING NEWS COVERAGE...
Successful advertisers also know that how a message is presented... it's
words, it's visuals, the sounds... all play an important part in convincing
people to buy their products or services.
Why do my readers, listeners or viewers need to know about this? That's
what reporters and editors ask themselves when they receive a press
release or story pitch. If you need to, tailor your press release, statement,
etc. to explain/demonstrate how or why their audience needs to know
about it. Many times, a few simple wording changes in the headline and
first few paragraphs will be sufficient.
Value-added bonus: The news coverage is free... something that can't be
said for advertising.
Updated on 1/19/10
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Tylenol or O.J. Simpson... Who do
you trust? Crisis Control
Return to The Insider
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