How to build the proper media promotion
The digital transformation has also affected media advertising. Many newspapers and magazines have gone online, and internet publications have emerged. This has opened up new opportunities for companies to get their message across—and not just in magazines and newspapers. It also includes working with bloggers, specialised portals, and authors of messenger channels.
Like any other marketing strategy, working with the media requires a comprehensive approach. Advertising in a large number of publications will not produce results if they do not match the target audience’s interests. The optimal solution is to select a group of journalists and publications with whom the company wishes to work. To do this, it is necessary to choose media whose subject matter resonates with the company. It is essential to establish close communication with the representatives, which will help to increase the effectiveness of the promotion. The main task of the company’s marketer is to provide the media with regular news and articles about the company.
The most popular form of communication is the press release. Its main advantage is its versatility. Its content can be easily adapted to almost any publication’s style. A press release allows you to communicate the most critical events in the company concisely. It does not take up much space and does not require a unique design.
A company often advertises in several media simultaneously, which means communicating with not one but several journalists. To facilitate cooperation, experts recommend creating a database of materials available to all specialists. Interviews with company representatives, press releases, news, and expert articles can be stored on a disc in the cloud.
Organising interviews for media promotion
Cooperation with the media includes organising interviews. Approaching the press at events requires special attention. Most of the time, journalists want to communicate with the leading company representative. They try to catch them during a break or as they move from one place to another. Such a situation can put the top executive off balance, which will affect the quality of the interview. To avoid failure, you should think through the main points, for example:
1. Prepare a letter of questions in advance and distribute it to journalists and the speaker.
2. Media representatives should be aware of the event and the speaker’s expertise. It is vital to familiarise journalists with the specifics of communicating with the company representative. For example, they may be an excellent specialist but not very verbal, and it is essential to get them talking.
3. The executive should also know what questions they will have to answer.
Another way to communicate with journalists is through a press tour. This is a great way to communicate in an informal setting. During the tour, journalists can learn about the company’s specifics and talk to different specialists.
Do not forget traditional tools like briefings. This is a great way to produce quality promotional material.