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The ability to lead, persuade and influence are integral skills for effective leaders. 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 leader 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 community or 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).
The WA Rural Women in Leadership program is designed for women 40 years and above to enhance their personal leadership skills through a range of learning modules.
I found the women I was working with in a half-day module on "Managing the Media" highly motivated, articulate and committed to community development in their respective regions.
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.
The benefits for rural women on knowing and understanding how the media works are increased confidence and a greater opportunity to make their views, ideas and solutions heard.
In working with groups, I share with them what I believe are 10 tips for working with the media:
10 Tips
These are 10 success tips that will help 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.
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 PR Web (press release) | Central States Media Receives Multiple Healthcare Advertising Award - PRWeb PR Web (press release) Central States Media was recently honored by the Healthcare Advertising Awards, receiving 3 Merit Awards for its work with Proctor Hospital and Gailey Eye Clinic. This 30th annual awards event was sponsored by Healthcare Marketing Report. “It is always ... |
 Technorati | Developers Beginning to Defect from AdMob's Empire Technorati On Thursday, Google introduced a full slate of new developer tools and resources as the company touted a revitalized AdMob. But some have already begun to question whether the improvements are too little, too late for the mobile advertising giant. |
Native Advertising Trend Has Some (Including Google) Concerned WebProNews Native advertising spend is on the rise, and is expected to reach $4.57 billion in 2017. For comparison, last year it was at $1.63 billion, and is projected to hit $2.36 billion this year. When we talk about native advertising, we're talking about the ... |
Stern Advertising will move to Cleveland's Ernst & Young Tower from Pepper Pike Plain Dealer FLATS-EAST-BANK-MARCH-2013.JPG View full sizeWorkers put finishing touches on the outside of the Ernst & Young Tower at the Flats East Bank project in March. The first office tenant, CBRE Group Inc., is scheduled to move next week. Stern Advertising ... Stern Advertising to move to Ernst & Young Tower |
 AdAge.com | Would Yahoo Deal Make Tumblr More Attractive to Brands? AdAge.com But could new ownership help Tumblr with one of its biggest problems -- drawing major advertisers? The companies are in talks about an alliance, some kind of investment or even an outright purchase of Tumblr by Yahoo, according to reports that began ... Is Tumblr The New Geocities? Tumblr: 108M blogs and 51 billion posts are worth more than $1.1B Yahoo board to meet Sunday to vote on proposed $1.1 billion acquisition of Tumblr |
 Christian Science Monitor | Canada boosts advertising budget for tar sands, Keystone XL Christian Science Monitor Canada's tars sands may just be the most unpopular source of energy in the world. Never the less they are vitally important to Canada's plans for the future, so they are keen to reverse this opinion, and have increased their expenditure on advertising ... Canadian Government Doubles Advertising Spend On Tar Sands (Guardian) |
 Marketing Land | GAN's Closing May Push Retailers Toward Better Affilliate Advertising Results Marketing Land With the announcement of Google Affiliate Network closing its doors in July, many retailers are being forced to find new alternatives for their affiliate advertising programs during the coming weeks. While such a major task may not be at the top of any ... |
 EducationGuardian.co.uk | Judi Dench defends drama school in row over advertising boards EducationGuardian.co.uk Dame Judi Dench has come to the defence of the drama school where she learned her Oscar-winning craft. The London borough of Camden has banned two advertising hoardings outside the Royal Central School of Speech and Drama on supposedly ... |
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