Five Rules of Media Strategy

Five Rules of Media Strategy

Five Rules of Media Strategy
Think of media Strategy this way: Every event is a Package to be opened, explored and looked at from many angles, trying out each element through the eyes of various media and their needs.
1. Target media that reach your desired audience
2. Go for the “Big Hit”: Maximum Reach for Minimal Effort
3. Choose the Most Unique Packaging for the story
4. Don't be afraid to look beyond the usual media
5. Try to be at the Right Place At the Right Time

Remember: the Human Factor Makes the News Media Tick

Remember to take into account the other person on the receiving end of a story pitch. Reporters, editors and producers are people, too, and have individual ways of going about their jobs. It's important to talk with them and find out what they need, how they need it, and what you can do to shape your story to meet their needs. This includes being knowledgeable about what they cover and how they go about covering it, and being sensitive to their deadlines and how they like to receive information (fax, mail, e-mail, etc.)

Don't be intimidated! The media relies on PR people to alert them to stories (some have estimated that as much as 70% of news content is initiated by outside sources). You have something to Offer them in a professional relationship between equals. By the same token, don't be offended if they don't accept everything you give them, even if you followed their directives exactly. You never know what else is happening in their corner of the world. It is their decision to make, and even though you may disagree with their choice, you must be able to continue to work with them. Never complain! Just move on to the next opportunity.