media Tag

08 Feb

Posted at 12:46h in IMC, Integrated Marketing, Public Relations by
Consider this - if you're in business today, the media is your customer. For communications professionals, the media is often their primary customer. However for everyone, really, the traditional and new media has become at a minimum a key influencer in the buying decision. Earned media is still one of the most powerful tools in an integrated marketing toolkit.  With stories at a premium you’ve got to understand not only your customer’s experience, but the unique aspects of the media’s buying cycle as well. the media is your customerAnyone in business today will have to understand and work with the media at some point. Digital marketers may encounter them on social media. New business owners may want media to write about their launch. Brand managers might choose earned media (or native ads) as a way to create or change a perception. For whatever reasons, the media is your customer. We all know that buying cycles are becoming increasingly self-directed and the media is perhaps furthest along in this transformation. For some reason people think that just spewing press releases and pitches at media will work. It doesn’t anymore. Some media folks get as many as 100 to 200 pitches a day, or more. Of all the personas we work with as integrated marketers, the media is the one that doesn’t need our help finding stories anymore. It’s out there for them to find, from viral videos to social media buzz. And since dealing with “marketers” was never the fun part of the job, it means that we could be left out. To reach the media, I would argue that you have to influence them from one step of their buying journey to the next, just like anyone else. Here are a few things to remember when the media is your customer:
  • Create personas for the media you want to reach. Most of the time, there will be primary influencers within the different types of media. These can be local TV reporters, bloggers in your niche, freelancers, etc. Each one probably curates information differently, and has a set of characteristics and behavior that can help you identify their buying cycle for stories.
  • Learn where they get their information. Content acquisition behavior is the most important aspect of behavior when the media is your customer. What’s great is that can ask them directly about it. Most journalists and bloggers will tell you where they like to curate information – they’re proud of it. Or follow them on social media and see what they post. This will give you some great information.
  • Place your content where they will find it. When you’ve discovered the common curation sites, this part is easy. It’s no different from the morning show producers looking to the New York Times for their stories as they did ten years ago. Just find their favorite places and post your stuff there.
  • Figure out the timing of their curation as well. I’m no media powerhouse but some marketing vendors like to get featured on this blog. A couple of them have figured out that I’m usually in social media (mainly Twitter) quite early in the morning. They often tag me at that time when I’m more likely to see it. Watch your media folks as well and do the same thing.
  • Support their ongoing stories, don’t just try to pitch. Find out how you can help. Maybe you’re an expert on a topic they write about frequently. Maybe they like to have content written they can spin into a unique post.  I guarantee if you become a trusted source on a particular topic, at some point they’ll do some nice things for your brand.
  • Measure the steps, not the stories. Find out the things that your media customers do that indicate progress. We sent out a pitch once for a blog that was written by a client’s CEO. Not a single person responded. But the traffic for that blog was the highest of any blog that year. Nothing else had changed. Identify a few simple measurements beyond direct response and track them.

08 Oct

Posted at 15:37h in IMC by
Grumpy Cat memeWhen it comes to the Internet, cute critters like Grumpy Cat and Boo the Pomeranian reign supreme. It's not just the adorable factor that gets the attention - and money - of legions of fans. Behind Grumpy and Boo are clever, well-orchestrated IMC campaigns that have propelled them beyond the fame of memes and viral videos to global stardom resulting in books, calendars, stuffed toys and most important, revenue.  Most Internet-famous pets come from humble beginnings, like an unassuming YouTube video, a #CatsOfInstagram Instagram account or a casual Facebook post. Some enjoy 15 minutes of fame and fade into the scenery. Others enjoy long-term success, but only with help from marketing and communications tactics. Here are the IMC secrets that have kept both Grumpy and Boo top of mind in this cluttered pet market. 1. Traditional public relations coupled with social media. Grumpy Cat would not be the sensation she is without an incredibly strong social media presence, coupled with enough PR savvy to launch a media tour including office visits at outlets like Buzzfeed. Not long after she gained popularity online, she was front page news in The Wall Street Journal and New York magazine. She's also been a star on the stage of major events like SXSW, reminding us that being "on the ground" is still an important part of the mix. Boo the Pomeranian, aka "The Cutest Dog in the World," is another great example of IMC in action. 2. Product associations.

10 Oct

Posted at 11:11h in Public Relations by
NewspaperMolly Borchers, Senior Communications Strategist at (W)right On Communications, recently published a pull-no-punches post on The HuffPo Blog about the love/hate relationship between journalists and public relations professionals, and why the hate part of the equation is pretty darn unfair. We've all seen the disparaging tweets and snide blogs that journalists casually let fly about PR pros, and sometimes that scorn is earned. There are definitely people in public relations who are clumsy, clueless and waste the media's time. But that's not the majority of us, so we shouldn't all be painted with the same brush. All you have to do is search Google for "bad press release" and you'll find plentiful examples of PR gone wrong. What journalists need to remember is for every irrelevant or poorly-written pitch they receive, there are many others that are on-target (even if the timing doesn't always fit into their editorial schedule) and handled professionally. PR continues to exist because it works, and journalists would have to do a lot more work themselves to find sources and stories without the help of public relations.