Getting The Attention Of The Media

Excerpted From McCauley's Marketing Manifesto
http://www.freepublicitygroup.com/marketing_manifesto.html

There has been a great deal of talk lately regarding whether it even makes sense to approach traditional journalists anymore when attempting to create publicity for you, your product or your service. The answer to that question is found in the client profiles you create. That being said, if you find that you must necessarily pursue this as part of your marketing strategy, I offer the following from McCauley's Marketing Manifesto, Section H, Media - Traditional Journalists:

MEDIA – TRADITIONAL JOURNALISTS

1. The media does not care about your product or your service

a. This is because the media is interested in news

2. The media really has no reason to care about your product or your service

a. This is because the people in the media are paid to report news. A sales pitch does not qualify as news.

3. The media WILL begin to care about you, your product or your service ONLY if you present something that has real news value

a. Real news value can mean many things at different times. Even if your message has real news value, it is always up to THEM to decide how this will be judged and how important it might be to their slice of the mind of the public. It is not up to you. Don’t bug them. Feed them quality information instead and be patient. Demonstrate that you know your subject and that you are a real professional. Don't call us, we'll call you is a good rule to keep in mind.

b. You will be forced to jump through their particular hoops if you hope to get coverage. Every one of these will have a different set of hoops. However, media people are accustomed to getting ‘pitches’ so, learn how to pitch effectively.

c. That being said, a 'pitch' to a journalist is NOT the same as a 'sales pitch'. They are two completely different things. This too is an art form with a huge learning curve. If you do not know the difference, don't even attempt it. I will say it again - traditional journalists are not paid to listen to sales pitches; they are paid to report news that is important to the public.

4. Traditional journalists, though still important, are not AS important as they once were.

a. If your potential buying profiles are still watching TV, listening to radio or reading newspapers and magazines, then you will need to learn to pitch well as you will necessarily need to get coverage in tv, radio, newspapers and magazines. If your potential buyer is using the Internet exclusively, concentrate your efforts there instead. Due to the move by journalists to the Internet, (and if placed properly), your message will be picked up by default. Remember that it is always best to create relationships with the media and not to be perceived as a huckster. (See 'The End Of An Era' located in the articles section of this site"

b. 'THE MEDIA' is not a thing. The media is a group that is comprised of real, live human beings. Remember that always. Treat them with courtesy, dignity and respect as you would anyone else. They are busy people and you must respect their time.

5. A media release is a one time, very directed news communication tool with a time limit

a. Never use a cookie cutter release. Never use someone else's release as a model. You will be seen to be like that guy in the bar - you know the one - the guy that goes from table to table saying exactly the same thing to every girl in the place, hoping to get lucky with someone - anyone. Using someone else's release as a model is like asking someone if you can read a letter they wrote to their girlfriend, copying it and then sending it to YOUR girlfriend. The results will be pretty much the same.

b. A media release may or may not directly create sales. Usually not. The purpose of the media release is to help create the 'buzz'. The buzz creates the sales. The media release is a vital component of the strategy and should be treated as such. If anyone tells you anything different, run away, run away.

6. The Internet is fast replacing traditional media (duhh)

a. There are two types of improvement models:

Constructive: This is where a new idea improves upon an existing model in some way, leaving the existing model in place

Destructive: This is where a new idea completely replaces the old model, rendering it obsolete.

The Internet could be said to be a destructive form when applied to traditional media. Though this will not happen immediately, the Internet will eventually most likely completely replace tradtional media. Newspapers are really feeling the heat now. Radio is not far behind.

For now, depending upon your target profiles, you may need to use both the Internet and traditional media. Don't ignore either. It is your specific profiles that will determine which should be used and in what ratios.

Posted by Don at Free Publicity Focus Group