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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 Mon. November / 11 / 2019

eMarketer Podcast: Amazon Advertising, Attitudes on Political Ads, a Retail Jobs Crisis - eMarketer
eMarketer Podcast: Amazon Advertising, Attitudes on Political Ads, a Retail Jobs Crisis  eMarketer

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

Senior Amazon Advertising Executive Joins Teikametrics - MarTech Series
Senior Amazon Advertising Executive Joins Teikametrics  MarTech Series

Forecast: US local advertising to top $161 billion | Dateline - Newspapers and Technology
Forecast: US local advertising to top $161 billion | Dateline  Newspapers and Technology

Professor Barbara Allen receives award for book exploring lies in political advertising - Carleton College News
Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com - Business Wire
Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com  Business Wire

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Amazon Advertising: 3 Unique Ways to Sell Your Product - G2
Amazon Advertising: 3 Unique Ways to Sell Your Product  G2

A mobile advertising holiday roadmap for retailers - Retail Customer Experience
A mobile advertising holiday roadmap for retailers  Retail Customer Experience

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

PCMA Launches New Advertising Campaign; Featuring Bespoke Lending Solutions for the Mass Affluent and High Net-worth - Business Wire
PCMA Launches New Advertising Campaign; Featuring Bespoke Lending Solutions for the Mass Affluent and High Net-worth  Business Wire

A bizarre Kansas law prohibited advertising raw milk. So this farm couple fought back - Kansas City Star
A bizarre Kansas law prohibited advertising raw milk. So this farm couple fought back  Kansas City Star

Online Advertising Market Increasing Demand with Leading key players:Amazon.Com, Inc., Aol, Inc. & More. - Eastlake Times
Online Advertising Market Increasing Demand with Leading key players:Amazon.Com, Inc., Aol, Inc. & More.  Eastlake Times

The Esports Ads launches esports advertising database - Esports Insider
The Esports Ads launches esports advertising database  Esports Insider

Comcast rebrands its ad sales division - Atlanta Business Chronicle
Comcast rebrands its ad sales division  Atlanta Business Chronicle

Fairbanks Daily News-Miner Goes Live with Brainworks New Stratica Advertising and CRM Solution - Editor And Publisher Magazine
Fairbanks Daily News-Miner Goes Live with Brainworks New Stratica Advertising and CRM Solution  Editor And Publisher Magazine

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Turkish media censors find ice cream advertisements immoral - Ahval
Turkish media censors find ice cream advertisements immoral  Ahval

Opinion: Twitter beats Facebook on political advertising, but work is still needed - UI The Daily Iowan
Opinion: Twitter beats Facebook on political advertising, but work is still needed  UI The Daily Iowan

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

MFM’s November Lunch and Learn to Highlight “Legalities of Controversial Advertising” - Multichannel News
MFM’s November Lunch and Learn to Highlight “Legalities of Controversial Advertising”  Multichannel News

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

Restaurant apologises for 'cashing in' on Remembrance Day by advertising 'Lest We Forget' burger - Yahoo Sports
Restaurant apologises for 'cashing in' on Remembrance Day by advertising 'Lest We Forget' burger  Yahoo Sports

Maryland must walk fine line with election advertising law - Frederick News Post
Maryland must walk fine line with election advertising law  Frederick News Post

10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding - Kotaku
10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding  Kotaku

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

Billionaire Alastair Mactaggart on his plans to regulate advertising. - Business Insider
Billionaire Alastair Mactaggart on his plans to regulate advertising.  Business Insider

New Squarespace Advertising Campaign Misses By A Click - Forbes
New Squarespace Advertising Campaign Misses By A Click  Forbes

An Hour of Advertising with… Storythings' Anjali Ramachandran - The Drum
An Hour of Advertising with… Storythings' Anjali Ramachandran  The Drum

CSPI report: We're not making progress on junk food advertising to kids - FoodNavigator-USA.com
CSPI report: We're not making progress on junk food advertising to kids  FoodNavigator-USA.com

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

As the wedding industry goes DTC, ring company Manly Bands is rethinking its advertising strategy - Digiday
As the wedding industry goes DTC, ring company Manly Bands is rethinking its advertising strategy  Digiday

SEC: Changes to Investment Advertising and Cash Solicitation Proposed - The National Law Review
SEC: Changes to Investment Advertising and Cash Solicitation Proposed  The National Law Review

How digital media has revolutionised advertising | Leadership - Business Chief Canada
How digital media has revolutionised advertising | Leadership  Business Chief Canada

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Cryptocurrency advertising is rising, and Coinzilla is at the forefront - EconoTimes
Cryptocurrency advertising is rising, and Coinzilla is at the forefront  EconoTimes

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

Reddit: Here’s How to Change Your Advertising Personalization Preferences - Adweek
Reddit: Here’s How to Change Your Advertising Personalization Preferences  Adweek

New TripAdvisor China Venture Eyes Digital Advertising Revenues - Skift
New TripAdvisor China Venture Eyes Digital Advertising Revenues  Skift

Advertising or art? Bristol restaurant asked to remove window signs - Turn to 10
Advertising or art? Bristol restaurant asked to remove window signs  Turn to 10

Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech - AdExchanger
Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech  AdExchanger

Old is new again as traditional advertising channels make strides - Econsultancy
Old is new again as traditional advertising channels make strides  Econsultancy

Why Don't Truth In Advertising Laws Apply To Political Ads? - wgbh.org
Why Don't Truth In Advertising Laws Apply To Political Ads?  wgbh.org

3 steps to help improve diversity in advertising (And why that's smart) - AdAge.com
3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

The big problem with political advertising on social media - City A.M.
The big problem with political advertising on social media  City A.M.

Advanced TV Solutions Are Changing Local Market Advertising, According to New FreeWheel Survey - MarTech Series
Advanced TV Solutions Are Changing Local Market Advertising, According to New FreeWheel Survey  MarTech Series

Google’s BERT Update, Facebook News, Twitter Political Advertising & More [PODCAST] - Search Engine Journal
Google’s BERT Update, Facebook News, Twitter Political Advertising & More [PODCAST]  Search Engine Journal

Nine reports 'softness' in advertising dragging on earnings - AdNews
Nine reports 'softness' in advertising dragging on earnings  AdNews

General Election 2019: Facebook takes down 'political' advertising - BBC News
General Election 2019: Facebook takes down 'political' advertising  BBC News

Latino Business Leadership Awards: Hector Velazquez, Nexo Advertising - North Bay Business Journal
Latino Business Leadership Awards: Hector Velazquez, Nexo Advertising  North Bay Business Journal

Homeopaths advertising autism 'cures' despite crackdown by advertising watchdog, Telegraph investigation finds - Telegraph.co.uk
Homeopaths advertising autism 'cures' despite crackdown by advertising watchdog, Telegraph investigation finds  Telegraph.co.uk

Advertisers emerge as buyers for ad tech - Digiday
Advertisers emerge as buyers for ad tech  Digiday

Parimatch launches new advertising campaign featuring Conor McGregor - CalvinAyre.com
Parimatch launches new advertising campaign featuring Conor McGregor  CalvinAyre.com

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Vermont environmental advocate sues Ben & Jerry’s for false advertising - Local 22/44 News
Vermont environmental advocate sues Ben & Jerry’s for false advertising  Local 22/44 News

Newspaper Advertising Market Procurement Intelligence Report | Newspaper Advertising Price Trends, Newspaper Advertising Suppliers and Procurement Insights Now Available from SpendEdge - Business Wire
Newspaper Advertising Market Procurement Intelligence Report | Newspaper Advertising Price Trends, Newspaper Advertising Suppliers and Procurement Insights Now Available from SpendEdge  Business Wire

Emotion: The Super Weapon Of Marketing And Advertising - Forbes
Emotion: The Super Weapon Of Marketing And Advertising  Forbes

Publicis Wins Global Nivea Advertising Account 11/11/2019 - MediaPost Communications
Publicis Wins Global Nivea Advertising Account 11/11/2019  MediaPost Communications

Cresco Labs Launches California Advertising Campaign for Namesake Cannabis Brand, Cresco, Marking its Most Significant Marketing Push to Date - Business Wire
Cresco Labs Launches California Advertising Campaign for Namesake Cannabis Brand, Cresco, Marking its Most Significant Marketing Push to Date  Business Wire

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Google to Lift US Ban on Online Casino Advertising - HighstakesDB
Google to Lift US Ban on Online Casino Advertising  HighstakesDB

Programmatic Advertising Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US - News Obtain
Programmatic Advertising Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US  News Obtain

Advertisers Finally Get Involved in Shaping Audience Measurement - MediaVillage
Advertisers Finally Get Involved in Shaping Audience Measurement  MediaVillage

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Location-based Search and Advertising Market : Overview By Share, Trends, Growth Factors, Opportunities and Industry Segments Poised for Rapid Growth by 2029 - 5Gigs News
Location-based Search and Advertising Market : Overview By Share, Trends, Growth Factors, Opportunities and Industry Segments Poised for Rapid Growth by 2029  5Gigs News

Art or advertising? Bristol board rules Chinese calligraphy will have to go - The Providence Journal
Art or advertising? Bristol board rules Chinese calligraphy will have to go  The Providence Journal

Smaller Social Media Audiences Are What Advertisers Are Focusing On - WGN Radio - Chicago
Smaller Social Media Audiences Are What Advertisers Are Focusing On  WGN Radio - Chicago

Black Crowes Announce 2020 Reunion Tour Via… Subway Advertisement? - Variety
Black Crowes Announce 2020 Reunion Tour Via… Subway Advertisement?  Variety

The unequal aplication of advertising transparency - StopFake.org
The unequal aplication of advertising transparency  StopFake.org

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Arlington students pushing back against vaping use, advertising - Poughkeepsie Journal
Arlington students pushing back against vaping use, advertising  Poughkeepsie Journal

A new book explores Richard Avedon's advertising legacy - AdAge.com
A new book explores Richard Avedon's advertising legacy  AdAge.com

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

OPINION: Industry trend shows readership is rising as advertising falls - Paris News
OPINION: Industry trend shows readership is rising as advertising falls  Paris News

Virgin latest advertising ditches young air hostesses for a flying toupee called 'Wiggy' - Daily Mail
Virgin latest advertising ditches young air hostesses for a flying toupee called 'Wiggy'  Daily Mail

SEC Proposes Changes in Advertising Rules - National Association of Plan Advisors
SEC Proposes Changes in Advertising Rules  National Association of Plan Advisors

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

'Influence' A Podcast About Advertising From WeTransfer - CULTR
'Influence' A Podcast About Advertising From WeTransfer  CULTR

The 2020 election ignites a new debate: Does political advertising belong on platforms? - Digiday
The 2020 election ignites a new debate: Does political advertising belong on platforms?  Digiday

Interactive Advertising Market Global Opportunity Analysis and Industry Forecast, 2019 – 2025 - Market Expert
Interactive Advertising Market Global Opportunity Analysis and Industry Forecast, 2019 – 2025  Market Expert

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

False Advertising: "We were hungry to evolve and do more" - Dork Magazine
False Advertising: "We were hungry to evolve and do more"  Dork Magazine

Nine lowers earnings forecasts as soft advertising market hits home - Sydney Morning Herald
Nine lowers earnings forecasts as soft advertising market hits home  Sydney Morning Herald

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

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