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Media Savvy - How To Lead, Persuade And Influence


The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation and identity.

Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).

My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.

I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.

Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.

But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.

The only way to build your reputation is by learning the secrets of how the media works and we can help you do that.

10 Tips

These are 10 success tips that will help managers and leaders get the best from the media.

1. Know Your Strengths. What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert.

2. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service?

3. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media?

4. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, community newsletters?

5. What is your key message? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.

6. Build your case? What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have?

7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press release to control the information flow.

8. Develop long-term relationships with the media. Visit and meet them face to face. Network and get to know them.

9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.

10. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. July / 15 / 2020

Weis Markets ups its digital advertising game - Supermarket News
Weis Markets ups its digital advertising game  Supermarket News

Biden is advertising in Texas. That’s ominous for Trump. - The Washington Post
Biden is advertising in Texas. That’s ominous for Trump.  The Washington Post

Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M - Medical Marketing and Media
Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M  Medical Marketing and Media

AcuityAds Provides Update on Advertising Automation Platform Development - PRNewswire
AcuityAds Provides Update on Advertising Automation Platform Development  PRNewswire

Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program - MarTech Series
Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program  MarTech Series

Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years - Adweek
Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years  Adweek

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

New president at American Advertising Federation Pittsburgh - Pittsburgh Business Times
New president at American Advertising Federation Pittsburgh  Pittsburgh Business Times

BYU advertising student promotes racial equality in Utah - Universe.byu.edu
BYU advertising student promotes racial equality in Utah  Universe.byu.edu

Advertising agency to give away $15K to women-owned businesses - LimaOhio.com
Advertising agency to give away $15K to women-owned businesses  LimaOhio.com

Amp spotlight: Straight talk on racism in advertising—and where to go from here - AdAge.com
Amp spotlight: Straight talk on racism in advertising—and where to go from here  AdAge.com

Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution - Business Wire
Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution  Business Wire

P&G advertising morphs into movie making - Cincinnati Business Courier
P&G advertising morphs into movie making  Cincinnati Business Courier

App Annie Ascend Unlocks Mobile Advertising and Monetization - PRNewswire
App Annie Ascend Unlocks Mobile Advertising and Monetization  PRNewswire

CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands - MarTech Series
CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands  MarTech Series

mCanvas Integrates with Adobe Advertising Cloud; Enables Brands to Scale Mobile Advertising Programmatically - MarTech Series
mCanvas Integrates with Adobe Advertising Cloud; Enables Brands to Scale Mobile Advertising Programmatically  MarTech Series

Podcast advertising is winning over Madison Avenue, with more upfront buys: IAB - AdAge.com
Podcast advertising is winning over Madison Avenue, with more upfront buys: IAB  AdAge.com

AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding - Food Dive
AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding  Food Dive

Alphabet's Non-Advertising Revenue Grows Fast - Seeking Alpha
Alphabet's Non-Advertising Revenue Grows Fast  Seeking Alpha

Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor - JD Supra
Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor  JD Supra

National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims - JD Supra
National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims  JD Supra

National advertising awards for Kapiolani CC students - UH System Current News
National advertising awards for Kapiolani CC students  UH System Current News

DealerSocket's DealerFire, Stream Companies partner to boost store advertising - Auto Remarketing
DealerSocket's DealerFire, Stream Companies partner to boost store advertising  Auto Remarketing

Tribune, business partners earn state advertising awards | Business - Walton Tribune
Tribune, business partners earn state advertising awards | Business  Walton Tribune

Advertisements in other cities are said to be promoting Corpus Christi as a vacation spot - KIIITV.com
Advertisements in other cities are said to be promoting Corpus Christi as a vacation spot  KIIITV.com

Lamar Advertising signs deal with Allegiant Stadium - Las Vegas Review-Journal
Lamar Advertising signs deal with Allegiant Stadium  Las Vegas Review-Journal

Mediaocean buys 4C Insights to form TV advertising giant - FierceVideo
Mediaocean buys 4C Insights to form TV advertising giant  FierceVideo

German Court: Tesla's "Autopilot" Is False Advertising - Futurism
German Court: Tesla's "Autopilot" Is False Advertising  Futurism

How Facebook keeps its biggest advertisers happy - Los Angeles Times
How Facebook keeps its biggest advertisers happy  Los Angeles Times

Apple disrupts digital advertising—again - AdAge.com
Apple disrupts digital advertising—again  AdAge.com

eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads? - eMarketer
eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads?  eMarketer

Three consumer trends impacting advertising in the reopening - MobileMarketing Magazine
Three consumer trends impacting advertising in the reopening  MobileMarketing Magazine

Provincetown strategically advertising to visitors during pandemic - News - Wicked Local Provincetown
Provincetown strategically advertising to visitors during pandemic - News  Wicked Local Provincetown

Is this advertising's best ever optical illusion? - Creative Bloq
Is this advertising's best ever optical illusion?  Creative Bloq

Zulu Alpha Kilo hosts 24-hour livestream fundraiser to save the Advertising & Design Club of Canada - AdAge.com
Zulu Alpha Kilo hosts 24-hour livestream fundraiser to save the Advertising & Design Club of Canada  AdAge.com

Premier League clubs move to boycott advertising with firms that 'fuel hatred' - The Guardian
Premier League clubs move to boycott advertising with firms that 'fuel hatred'  The Guardian

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Online Video Advertising Market 2027|• RevMob • Mars Media Group • Adwords • Matomy Media Group • MediaMath • AdColony - Cole of Duty
Online Video Advertising Market 2027|• RevMob • Mars Media Group • Adwords • Matomy Media Group • MediaMath • AdColony  Cole of Duty

Global Programmatic Display Advertising Market 2025 current as well as the future challenges: Facebook, Google (Doubleclick), Alibaba, Adobe Systems Incorporated, Tencent, AppNexus - Cole of Duty
Global Programmatic Display Advertising Market 2025 current as well as the future challenges: Facebook, Google (Doubleclick), Alibaba, Adobe Systems Incorporated, Tencent, AppNexus  Cole of Duty

Facebook Audience Network and AppsFlyer launch advertising measurement for gaming apps - Best Media Info
Facebook Audience Network and AppsFlyer launch advertising measurement for gaming apps  Best Media Info

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising - The Drive
The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising  The Drive

Search Advertising Software Market 2020 | In-Depth Study On The Current State Of The Industry And Key Insights Of The Business Scenario By 2027 - Apsters News
Search Advertising Software Market 2020 | In-Depth Study On The Current State Of The Industry And Key Insights Of The Business Scenario By 2027  Apsters News

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

Global Display Advertising System Market 2020 (North America, Europe, and Asia) expected to grow at CAGR of XX.XX % by 2024- DoubleClick Marin Software MediaMath Sizmek AdRoll Choozle Kenshoo Adobe - Sports Skylark
Global Display Advertising System Market 2020 (North America, Europe, and Asia) expected to grow at CAGR of XX.XX % by 2024- DoubleClick Marin Software MediaMath Sizmek AdRoll Choozle Kenshoo Adobe  Sports Skylark

Recent Research on Online Advertising Market Current and Future Analysis with Impact of COVID-19 Google, Facebook, Amazon, AOL - Cole of Duty
Recent Research on Online Advertising Market Current and Future Analysis with Impact of COVID-19 Google, Facebook, Amazon, AOL  Cole of Duty

Global Native Advertising Market Size and Shares Forecasts till 2027 | Exclusively Available at Reportspedia - Cole of Duty
Global Native Advertising Market Size and Shares Forecasts till 2027 | Exclusively Available at Reportspedia  Cole of Duty

Social Media Advertising Market (covid-19 update) upcoming business reports on size, shares, stocks and many more | forecasting report 2026 - Apsters News
Social Media Advertising Market (covid-19 update) upcoming business reports on size, shares, stocks and many more | forecasting report 2026  Apsters News

Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026 - Cole of Duty
Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026  Cole of Duty

Black Lives Matter: what have advertising's biggest agencies promised? - The Drum
Black Lives Matter: what have advertising's biggest agencies promised?  The Drum

Blockchain in Media, Advertising, and Entertainment Market – Major Technology Giants in Buzz Again | IBM, Microsoft, SAP - Cole of Duty
Blockchain in Media, Advertising, and Entertainment Market – Major Technology Giants in Buzz Again | IBM, Microsoft, SAP  Cole of Duty

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Global Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market 2025 Expected to grow with highest CAGR: HARVARD POLITICAL REVIEW, MDedge, FDa - Cole of Duty
Global Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market 2025 Expected to grow with highest CAGR: HARVARD POLITICAL REVIEW, MDedge, FDa  Cole of Duty

Benefits Of Corporate Video Production In Advertising - eTurboNews | Trends | Travel News
Benefits Of Corporate Video Production In Advertising  eTurboNews | Trends | Travel News

The 19 advertising execs who sit on Facebook's client council - Business Insider
The 19 advertising execs who sit on Facebook's client council  Business Insider

PepsiCo will return to social media advertising when they better manage hate speech: CFO - Yahoo Finance
PepsiCo will return to social media advertising when they better manage hate speech: CFO  Yahoo Finance

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

The New Advertising Zeitgeist—Google’s US Ad Revenue To Decline - Forbes
The New Advertising Zeitgeist—Google’s US Ad Revenue To Decline  Forbes

Outdoor Advertising Machine Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026 - Cole of Duty
Outdoor Advertising Machine Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026  Cole of Duty

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

Blockchain in Media, Advertising, and Entertainment Market is Thriving Worldwide | IBM, Microsoft, SAP - Cole of Duty
Blockchain in Media, Advertising, and Entertainment Market is Thriving Worldwide | IBM, Microsoft, SAP  Cole of Duty

The boycotters’ Faustian bargain: The dilemma of when to resume advertising on Facebook - Digiday
The boycotters’ Faustian bargain: The dilemma of when to resume advertising on Facebook  Digiday

Online Display Advertising Services Market Size, Revenue, Production, CAGR, Consumption, Gross Margin, Price By 2025- Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra Etc. - Apsters News
Online Display Advertising Services Market Size, Revenue, Production, CAGR, Consumption, Gross Margin, Price By 2025- Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra Etc.  Apsters News

Global Digital Display Advertising Market to Witness Explosive Rise by 2027 - Cole of Duty
Global Digital Display Advertising Market to Witness Explosive Rise by 2027  Cole of Duty

Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution - ETBrandEquity.com
Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution  ETBrandEquity.com

Inflight Advertising Market Report Provide the Development Strategies Adopted by Key Industry Players to Understand Competitive Scenario of the Global Inflight Advertising Market - Cole of Duty
Inflight Advertising Market Report Provide the Development Strategies Adopted by Key Industry Players to Understand Competitive Scenario of the Global Inflight Advertising Market  Cole of Duty

Programmatic Advertising Platform Market Set to Witness Huge Growth by 2026 | Rocket Fuel Inc., SmartyAds, The Trade Desk, RadiumOne, Inc. - 3rd Watch News
Programmatic Advertising Platform Market Set to Witness Huge Growth by 2026 | Rocket Fuel Inc., SmartyAds, The Trade Desk, RadiumOne, Inc.  3rd Watch News

For 'Insta-brands,' boycotting Facebook ads isn't easy - Los Angeles Times
For 'Insta-brands,' boycotting Facebook ads isn't easy  Los Angeles Times

The Future of Advertising: New content delivery models bring opportunities for advertisers - AdNews
The Future of Advertising: New content delivery models bring opportunities for advertisers  AdNews

As Advertisers Leave Facebook, Disney Could Benefit - The Motley Fool
As Advertisers Leave Facebook, Disney Could Benefit  The Motley Fool

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

Peacock spent 70% more on advertising in build up to launch than Disney+ - Digital TV Europe
Peacock spent 70% more on advertising in build up to launch than Disney+  Digital TV Europe

Online Display Advertising Services Market 2020 Forecast Analysis by Covid-19 Impact, Top Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, Yahoo Gemini - Cole of Duty
Online Display Advertising Services Market 2020 Forecast Analysis by Covid-19 Impact, Top Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, Yahoo Gemini  Cole of Duty

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

The state of advertising has still never been better - Campaign US
The state of advertising has still never been better  Campaign US

Online Display Advertising Market 2020 Forecast Analysis by Covid-19 Impact, Top Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, Yahoo Gemini - Cole of Duty
Online Display Advertising Market 2020 Forecast Analysis by Covid-19 Impact, Top Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, Yahoo Gemini  Cole of Duty

Cross-Channel Performance Advertising Platform Market 2020 Precise Outlook- Facebook, Marin Software, Marilyn, Adobe - 3rd Watch News
Cross-Channel Performance Advertising Platform Market 2020 Precise Outlook- Facebook, Marin Software, Marilyn, Adobe  3rd Watch News

Global Programmatic Advertising Platform Market 2020 In Worldwide See Major Growth For The Next Few Years | COVID19 Impact Analysis | Key Players: AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Adroll.com, etc. | InForGrowth - 3rd Watch News
Global Programmatic Advertising Platform Market 2020 In Worldwide See Major Growth For The Next Few Years | COVID19 Impact Analysis | Key Players: AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Adroll.com, etc. | InForGrowth  3rd Watch News

Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull - Forbes
Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull  Forbes

Bill Belichick is doing his job filming a Subway advertisement - Arizona Sports
Bill Belichick is doing his job filming a Subway advertisement  Arizona Sports

Inflight Advertising Market | Analysis, Drivers, Trends, Applications, Opportunities, Threats, And Growth Forecast To 2025 - 3rd Watch News
Inflight Advertising Market | Analysis, Drivers, Trends, Applications, Opportunities, Threats, And Growth Forecast To 2025  3rd Watch News

Advertising Plugin for WordPress Threatens Full Site Takeovers - Threatpost
Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker - Press Herald
Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

Covid-19 Impact on World Mobile Advertising Market and Forecast Rreport Till 2023 - 3rd Watch News
Covid-19 Impact on World Mobile Advertising Market and Forecast Rreport Till 2023  3rd Watch News

Advertising budgets fall fastest in 20 years | Business - The Times
Advertising budgets fall fastest in 20 years | Business  The Times

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

Inflight Advertising Market to Set Phenomenal Growth By 2024: Atin OOH, Global Eagle, Spice Jet Airline - Daily Research Chronicles
Inflight Advertising Market to Set Phenomenal Growth By 2024: Atin OOH, Global Eagle, Spice Jet Airline  Daily Research Chronicles

Google pledges not to use Fitbit data for advertising - ShareCast
Google pledges not to use Fitbit data for advertising  ShareCast

Programmatic Display Advertising Platform Market To Record Significant Revenue Growth During The Forecast Period 2020-2026 - Daily Research Chronicles
Programmatic Display Advertising Platform Market To Record Significant Revenue Growth During The Forecast Period 2020-2026  Daily Research Chronicles

Advertisement for bid | Public Notices | union-bulletin.com - Walla Walla Union-Bulletin
Advertisement for bid | Public Notices | union-bulletin.com  Walla Walla Union-Bulletin

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Smart Advertising Market | Covid-19 Impact | Future of investment opportunities, market share & trends to 2025 | Leading Players: Lamar Advertising Company, OUTFRONT Media, CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Exterion Media - Daily Research Chronicles
Smart Advertising Market | Covid-19 Impact | Future of investment opportunities, market share & trends to 2025 | Leading Players: Lamar Advertising Company, OUTFRONT Media, CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Exterion Media  Daily Research Chronicles

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

What’s Digital Commerce Advertising and what tools can help? - MarTech Today
What’s Digital Commerce Advertising and what tools can help?  MarTech Today

Why digital OOH advertising is especially effective right now - Marketing Dive
Why digital OOH advertising is especially effective right now  Marketing Dive

CACVB pauses social media advertising - - CBS19 News
CACVB pauses social media advertising -  CBS19 News

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

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