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Media Savvy - Treat Them As You Would Your Best Customer


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).

So what is the best way to deal with the media to build and grow your business?

Well, I believe you should treat them as you would your best customer or client. All the rules that apply to dealing with customers and providing outstanding customer service should apply when you interact with the media.

Remember the media are very busy and the better you can help them by providing information, story ideas and leads the more effective you will be in getting your businesses name or story in the media.

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.

The most effective organisations that manage the media the best are those that take a customer service approach.

Here are 10 success tips that will help managers and leaders get the best from the media by taking a customer service approach.

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 Sun. July / 12 / 2020

How Apple has just taken the war against targeted advertising to a new level - Medium
How Apple has just taken the war against targeted advertising to a new level  Medium

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

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Digital Advertising Benchmarks 2020. How Do You Stack Up? - Forbes
Digital Advertising Benchmarks 2020. How Do You Stack Up?  Forbes

Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns - The New York Times
Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns  The New York Times

Kroger boosts media presence with new advertising partnerships - Supermarket News
Kroger boosts media presence with new advertising partnerships  Supermarket News

Labour boycotts Facebook advertising in solidarity with Black Lives Matter - Yahoo Sport UK
Labour boycotts Facebook advertising in solidarity with Black Lives Matter  Yahoo Sport UK

Bayer Freezes Facebook Advertising In July - AdExchanger
Bayer Freezes Facebook Advertising In July  AdExchanger

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

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

PROMOTION--ADVERTISING - Ad from 2020-07-12 | Services - Herald & Review
PROMOTION--ADVERTISING - Ad from 2020-07-12 | Services  Herald & Review

Advertising, PR experts offer their picks for a new Washington NFL team name - Washington Business Journal
Advertising, PR experts offer their picks for a new Washington NFL team name  Washington Business Journal

Facebook prepares to dig in as advertising boycott continues - NBC News
Facebook prepares to dig in as advertising boycott continues  NBC News

National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020 - MediaPost Communications
National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020  MediaPost Communications

Global Digital Advertising Management Platform Market 2020 – Impact of COVID-19, Future Growth Analysis and Challenges | Google, Celtra, Bannerflow, Adobe, RhythmOne - Cole of Duty
Global Digital Advertising Management Platform Market 2020 – Impact of COVID-19, Future Growth Analysis and Challenges | Google, Celtra, Bannerflow, Adobe, RhythmOne  Cole of Duty

Google to restrict advertising of unauthorized tracking technology - WHTC News
Google to restrict advertising of unauthorized tracking technology  WHTC News

Get introduced to DAD in Token Economy and Decentralized Advertising in the Blockchain Space - The Cryptocurrency Analytics
Get introduced to DAD in Token Economy and Decentralized Advertising in the Blockchain Space  The Cryptocurrency Analytics

Fact Check: Picture does not show advertising endorsed by TED - Reuters
Fact Check: Picture does not show advertising endorsed by TED  Reuters

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

Push to make French advertising a weapon against climate change - RFI English
Push to make French advertising a weapon against climate change  RFI English

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

COVID's Brutal Impact on Advertising - Radio Ink
COVID's Brutal Impact on Advertising  Radio Ink

Mobile Advertising Market: In-Depth Market Research Report 2019-2029 - Jewish Life News
Mobile Advertising Market: In-Depth Market Research Report 2019-2029  Jewish Life News

Digital Advertising Management Platform Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026 - Jewish Life News
Digital Advertising Management Platform Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026  Jewish Life News

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

Global Traditional Advertising Agency Services Market is accounted for xx USD million in 2019 and is expected to reach xx USD million by 2025 growing at a CAGR of xx% : Epsilon, Televerde, 360I, COX Media, MDC Partners, etc. - Cole of Duty
Global Traditional Advertising Agency Services Market is accounted for xx USD million in 2019 and is expected to reach xx USD million by 2025 growing at a CAGR of xx% : Epsilon, Televerde, 360I, COX Media, MDC Partners, etc.  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 game is rigged: A former marketer shows you how Big Tech’s advertising practices harm us all - Seattle Times
The game is rigged: A former marketer shows you how Big Tech’s advertising practices harm us all  Seattle Times

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

Global Demand Side Platforms (DSP) For Programmatic Advertising Market Expected to reach highest CAGR by 2025: Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP), DoubleClick - Jewish Life News
Global Demand Side Platforms (DSP) For Programmatic Advertising Market Expected to reach highest CAGR by 2025: Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP), DoubleClick  Jewish Life News

Cancel Culture’s Next Obvious Target? Ellen Degeneres’ Advertisers - CCN.com
Cancel Culture’s Next Obvious Target? Ellen Degeneres’ Advertisers  CCN.com

3 Places Advertisers Are Still Increasing Spend Despite COVID-19 - Motley Fool
3 Places Advertisers Are Still Increasing Spend Despite COVID-19  Motley Fool

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

Impact of COVID-19 on Advertising Market | WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG, Focus Media Group and More - Cole of Duty
Impact of COVID-19 on Advertising Market | WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG, Focus Media Group and More  Cole of Duty

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

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

Proposed bill would offer tax credits to support local news, advertising - Williston Daily Herald
Proposed bill would offer tax credits to support local news, advertising  Williston Daily Herald

Think Tank looks at best, worst of 2020 political advertising - KTAR.com
Think Tank looks at best, worst of 2020 political advertising  KTAR.com

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

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

Media Groups Join Forces with Google to Bolster Local News Advertising - Associations Now
Media Groups Join Forces with Google to Bolster Local News Advertising  Associations Now

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

Tobi Matthews joins SCG Advertising + Public Relations - Parsippany Focus
Tobi Matthews joins SCG Advertising + Public Relations  Parsippany Focus

Impact of COVID-19 on Outdoor Advertising Machines Market: Value Chain, Dynamics and Key Players Company, JCDecaux Group, Clear Channel Outdoor, Lamar Advertising, CBS Corporation, etc - 3rd Watch News
Impact of COVID-19 on Outdoor Advertising Machines Market: Value Chain, Dynamics and Key Players Company, JCDecaux Group, Clear Channel Outdoor, Lamar Advertising, CBS Corporation, etc  3rd Watch News

Legal Advertisements: Sunday, July 12, 2020 | Legal Advertisements - Imperial Valley Press
Legal Advertisements: Sunday, July 12, 2020 | Legal Advertisements  Imperial Valley Press

Comprehensive Insights on Programmatic Market 2020-2027ing or Advertising Market 2020-2027|• MediaMath • ADWORDS • DATAXU • Choozle • Adobe Media Optimizer • Acquisio • WORDSTREAM - Cole of Duty
Comprehensive Insights on Programmatic Market 2020-2027ing or Advertising Market 2020-2027|• MediaMath • ADWORDS • DATAXU • Choozle • Adobe Media Optimizer • Acquisio • WORDSTREAM  Cole of Duty

'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown - The Drum
'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown  The Drum

Stephen Woodford: Putting advertising at the heart of the recovery - The Drum
Stephen Woodford: Putting advertising at the heart of the recovery  The Drum

Online Display Advertising Services Market Overview and Outlook Report by 2026 |Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll - 3rd Watch News
Online Display Advertising Services Market Overview and Outlook Report by 2026 |Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll  3rd Watch News

Advertising Services Market Size, Average Price, Module Market Share, and Key Country Analysis to 2026 - Cole of Duty
Advertising Services Market Size, Average Price, Module Market Share, and Key Country Analysis to 2026  Cole of Duty

Programmatic Advertising Display Market Size By Product Analysis, Application, End-Users, Regional Outlook, Competitive Strategies And Forecast Up To 2026 - 3rd Watch News
Programmatic Advertising Display Market Size By Product Analysis, Application, End-Users, Regional Outlook, Competitive Strategies And Forecast Up To 2026  3rd Watch News

ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices - Gwinnettdailypost.com
ABANDONED MOTOR VEHICLE PETITION ADVERTISEMENT | Public Hearing | Notices  Gwinnettdailypost.com

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

Berkshire Hathaway HomeServices Automates Digital Advertising During Pandemic, Enters Multi-Year Relationship with Adwerx - RisMedia.com
Berkshire Hathaway HomeServices Automates Digital Advertising During Pandemic, Enters Multi-Year Relationship with Adwerx  RisMedia.com

WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild - The Daily Swig
WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild  The Daily Swig

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

Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States - Forbes
Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States  Forbes

Outdoor Advertising Machines Market – Insights on Challenges & Opportunities by 2025 - Cole of Duty
Outdoor Advertising Machines Market – Insights on Challenges & Opportunities by 2025  Cole of Duty

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

Kim Kardashian is her own best advertisement as she models slinky new SKIMS collection - Daily Mail
Kim Kardashian is her own best advertisement as she models slinky new SKIMS collection  Daily Mail

IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context - IAB
IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

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

Digital OOH Advertising Market is in Huge Demand over forecast period 2020 – 2026 | JCDecaux, Clear Channel Outdoor Holdings Inc., Lama Advertising Company, Outfront Media, Daktronics – 3w Market News Reports - 3rd Watch News
Digital OOH Advertising Market is in Huge Demand over forecast period 2020 – 2026 | JCDecaux, Clear Channel Outdoor Holdings Inc., Lama Advertising Company, Outfront Media, Daktronics – 3w Market News Reports  3rd Watch News

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

The Government of Japan seeks Public Comment on Digital Advertising Interim Report - Lexology
The Government of Japan seeks Public Comment on Digital Advertising Interim Report  Lexology

NAACP and others call for advertisers to boycott Facebook - Vox.com
NAACP and others call for advertisers to boycott Facebook  Vox.com

Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020 - MediaPost Communications
Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020  MediaPost Communications

Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights - MarTech Series
Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights  MarTech Series

LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties - Eater NY
LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties  Eater NY

Mobile Advertising Platform Market Global Market Size, Growth Analysis, Trends, Manufacturers, Development Analysis 2025 - Cole of Duty
Mobile Advertising Platform Market Global Market Size, Growth Analysis, Trends, Manufacturers, Development Analysis 2025  Cole of Duty

Social Advertising & Social Media Market Incredible Possibilities, Growth Analysis and Forecast To 2026 - 3rd Watch News
Social Advertising & Social Media Market Incredible Possibilities, Growth Analysis and Forecast To 2026  3rd Watch News

Online Advertising Platform Market Share, Growth, Statistics, by Application, Production, Revenue & Forecast to 2026 - 3rd Watch News
Online Advertising Platform Market Share, Growth, Statistics, by Application, Production, Revenue & Forecast to 2026  3rd Watch 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

CFOs, You Paid For What In Digital Advertising? - Forbes
CFOs, You Paid For What In Digital Advertising?  Forbes

The North Face is the biggest brand yet to join Facebook ad boycott - CNN
The North Face is the biggest brand yet to join Facebook ad boycott  CNN

Reuters: Google to restrict advertising of unauthorized tracking technology | KyivPost - Ukraine's Global Voice - Kyiv Post
Reuters: Google to restrict advertising of unauthorized tracking technology | KyivPost - Ukraine's Global Voice  Kyiv Post

A Chat With: The Perception’s Brian Anderson On How Advertisers Are Dealing With Black Lives Matter Movement - CBS Philly
A Chat With: The Perception’s Brian Anderson On How Advertisers Are Dealing With Black Lives Matter Movement  CBS Philly

AI Makes A Splash In Advertising - Forbes
AI Makes A Splash In Advertising  Forbes

Visualizing the COVID-19 Impact on Advertising Spend - Visual Capitalist
Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

Impact Assessment of COVID-19 Outbreak on In-Game Advertising Market 2020 Global Industry Trends, Manufacturers, Growth, Competitive Landscape and Forecast to 2027 - Daily Research Chronicles
Impact Assessment of COVID-19 Outbreak on In-Game Advertising Market 2020 Global Industry Trends, Manufacturers, Growth, Competitive Landscape and Forecast to 2027  Daily Research Chronicles

Apple's privacy changes represent 'tectonic shift' for digital ad industry - AdAge.com
Apple's privacy changes represent 'tectonic shift' for digital ad industry  AdAge.com

Facebook’s Tensions With Advertisers Predate the Boycott - The Wall Street Journal
Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

Latest Research report on Social Media Advertising Market Size predicts favorable growth and forecast - 3rd Watch News
Latest Research report on Social Media Advertising Market Size predicts favorable growth and forecast  3rd Watch News

New Creative Startups Are Springing Up, As The Nature Of Advertising Changes - Forbes
New Creative Startups Are Springing Up, As The Nature Of Advertising Changes  Forbes

Mindset Matters: The Influence Of Marketing And Advertising As A Social Currency For Business - Forbes
Mindset Matters: The Influence Of Marketing And Advertising As A Social Currency For Business  Forbes

Mobile Advertising Platform Market: Global Industry Analysis, Size, Share, Trends, Growth and Forecast 2020 – 2026 - 3rd Watch News
Mobile Advertising Platform Market: Global Industry Analysis, Size, Share, Trends, Growth and Forecast 2020 – 2026  3rd Watch News

Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed. - The New York Times
Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed.  The New York Times

Advertisers Shift Gears to Promote the Reopening - The Wall Street Journal
Advertisers Shift Gears to Promote the Reopening  The Wall Street Journal

Coeur d'Alene Press - Coeur d'Alene Press
Coeur d'Alene Press  Coeur d'Alene Press

Global Advertising Services Market 2020- Impact of COVID-19, Future Growth Analysis and Challenges | Interpublic, Omnicom Group, WPP, Publicis Groupe, Dentsu Group - 3rd Watch News
Global Advertising Services Market 2020- Impact of COVID-19, Future Growth Analysis and Challenges | Interpublic, Omnicom Group, WPP, Publicis Groupe, Dentsu Group  3rd Watch News

Clover, your advertising is misguided • MarkLives.com - MarkLives.com
Clover, your advertising is misguided • MarkLives.com  MarkLives.com

Pro-arts centre society spent $22K on advertising campaign before pandemic pulled plug on vote - Kamloops This Week
Pro-arts centre society spent $22K on advertising campaign before pandemic pulled plug on vote  Kamloops This Week

A Former Google Executive Takes Aim at His Old Company With a Start-Up - The New York Times
A Former Google Executive Takes Aim at His Old Company With a Start-Up  The New York Times

Health Canada to ban advertising on vape products after noting high 'frequency of use' in youths - National Post
Health Canada to ban advertising on vape products after noting high 'frequency of use' in youths  National Post

Fifty-fifty: Advertising’s Tomorrow: Coders Or Copywriters? Consultants Or Creators? - BW Businessworld
Fifty-fifty: Advertising’s Tomorrow: Coders Or Copywriters? Consultants Or Creators?  BW Businessworld

Paper Mario: The origami King gets a new advertisement which is quite impressive! - Finance Rewind
Paper Mario: The origami King gets a new advertisement which is quite impressive!  Finance Rewind

Ad Agency Encourages Clients to Join Facebook Ad Boycott - The Wall Street Journal
Ad Agency Encourages Clients to Join Facebook Ad Boycott  The Wall Street Journal

This initiative is offering US$1 million in advertising to 20 UAE businesses - What's On
This initiative is offering US$1 million in advertising to 20 UAE businesses  What's On

Advertising maestro Lilamani Dias Benson bids adieu - News 1st
Advertising maestro Lilamani Dias Benson bids adieu  News 1st

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