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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. January / 19 / 2020

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

[Trends 2020] Here's What Will Redefine Outdoor Advertising - Entrepreneur
[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

4 Best Practices To Keep In Mind For Your AR Advertising Campaign - Grit Daily
4 Best Practices To Keep In Mind For Your AR Advertising Campaign  Grit Daily

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

How Doubling Down on Addressable Technology Can Transform An Advertising Buy - Broadcasting & Cable
How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - Inside NoVA
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Inside NoVA

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI - Adweek
Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI  Adweek

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Skala: Advertising agencies tell strange stories - Kearney Hub
Skala: Advertising agencies tell strange stories  Kearney Hub

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

Exhibit features historic Venice advertising from the 1920s - Sarasota Herald-Tribune
Exhibit features historic Venice advertising from the 1920s  Sarasota Herald-Tribune

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - NBC News
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Opportunity knocks: navigating a route to the golden age of addressable advertising - Videonet
Opportunity knocks: navigating a route to the golden age of addressable advertising  Videonet

Digital Advertising and Data Privacy Regulation Debate - The National Law Review
Digital Advertising and Data Privacy Regulation Debate  The National Law Review

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Legislation would allow student athletes to sign advertising contracts - WREG NewsChannel 3
Legislation would allow student athletes to sign advertising contracts  WREG NewsChannel 3

Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019 - MarTech Series
Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

Sign spinning isn’t just about advertising, it’s a sport too - WBTV
Sign spinning isn’t just about advertising, it’s a sport too  WBTV

Windstream Pushes Misleading Advertising Claims Against Charter - Wall Street Journal
Windstream Pushes Misleading Advertising Claims Against Charter  Wall Street Journal

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Student-run advertising agency looks to expand - The Appalachian Online
Student-run advertising agency looks to expand  The Appalachian Online

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Verizon’s Super Bowl advertising will focus on, what else, 5G - Fortune
Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

UCLA advertising schemes take advantage of unsuspecting students - Daily Bruin
UCLA advertising schemes take advantage of unsuspecting students  Daily Bruin

'Ghost signs' offer glimpse into SC's advertising past - Charleston Post Courier
'Ghost signs' offer glimpse into SC's advertising past  Charleston Post Courier

Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising - The Guardian
Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

WiCipedia: CES Recap, Salary Reveals & Outdated Advertising - Light Reading
WiCipedia: CES Recap, Salary Reveals & Outdated Advertising  Light Reading

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show - The Telegraph
Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Fishbat Explains the Vital Role Patient Recruitment Advertising Will Play in 2020 - PRNewswire
Fishbat Explains the Vital Role Patient Recruitment Advertising Will Play in 2020  PRNewswire

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

New Subway boss John Chidsey seizes control of ad budget - New York Post
New Subway boss John Chidsey seizes control of ad budget  New York Post

Can revenue-hungry retailers rise to meet digital advertising's opportunity? - Marketing Dive
Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

Microsoft Advertising To Also Sunset Average Position - Search Engine Roundtable
Microsoft Advertising To Also Sunset Average Position  Search Engine Roundtable

Brands and Agencies Are Bullish on New Walmart Advertising Partners Program - Adweek
Brands and Agencies Are Bullish on New Walmart Advertising Partners Program  Adweek

The streaming wars aim to kick off a new era in TV advertising - CNBC
The streaming wars aim to kick off a new era in TV advertising  CNBC

UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor - framinghamsource.com
UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor  framinghamsource.com

CenturyLink Settles a Case for Deceptive Advertising - Cord Cutters News, LLC
CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

Why Is the Apple TV Constantly Advertising at Us? - TidBITS
Why Is the Apple TV Constantly Advertising at Us?  TidBITS

Cross-platform and Mobile Advertising Market Poised to Expand at a Robust Pace Over 2018-2028 – Dagoretti News - Dagoretti News
Cross-platform and Mobile Advertising Market Poised to Expand at a Robust Pace Over 2018-2028 – Dagoretti News  Dagoretti News

Advertising Market by Size | Growth | Analysis | Trends and Forecasts to 2020-2025 – Dagoretti News - Dagoretti News
Advertising Market by Size | Growth | Analysis | Trends and Forecasts to 2020-2025 – Dagoretti News  Dagoretti News

Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Greta Thunberg questions newspapers that accept fossil fuel advertising | TheHill - The Hill
Greta Thunberg questions newspapers that accept fossil fuel advertising | TheHill  The Hill

The Pitch: Advertising and marketing news for 1.14.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M - Medical Marketing and Media
W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

Why the 2010s were a "decade of duality" in marketing and advertising - and what needs to change - Econsultancy
Why the 2010s were a "decade of duality" in marketing and advertising - and what needs to change  Econsultancy

Twitter Sorry for Helping Advertisers Reach Homophobes - Advocate.com
Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

The Duke of Wellington is advertising for a '100 per cent trustworthy' steward - Daily Mail
The Duke of Wellington is advertising for a '100 per cent trustworthy' steward  Daily Mail

9 Comparative Advertising Examples to Help You Get Ahead - Business 2 Community
9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

UST class imagines what advertising campaign could look like for the Catholic Church - The Catholic Spirit
UST class imagines what advertising campaign could look like for the Catholic Church  The Catholic Spirit

Amazon challenges Google and Facebook's hold on digital ad market - AdAge.com
Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

Quibi video startup explained: Marketing, revenue, execs, advertising - Business Insider
Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

Facebook backs off plan to plaster ads all over WhatsApp - The Verge
Facebook backs off plan to plaster ads all over WhatsApp  The Verge

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: How will poor posture affect your life? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: How will poor posture affect your life?  Coeur d'Alene Press

Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True? - Forbes
Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

Television’s Biggest Advertisers Spent Almost $10 Billion in 2019 - Adweek
Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

From internet to billboards, Ukraine's advertising market continues to grow - Kyiv Post
From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

#MeToo Clashes With ‘Bro Culture’ at Ad Agencies - The New York Times
#MeToo Clashes With ‘Bro Culture’ at Ad Agencies  The New York Times

Facebook enables disinformation with advertising policy | Columns - Effingham Daily News
Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

IBM's Watson now powers ad optimization with new Advertising Accelerator - ClickZ
IBM's Watson now powers ad optimization with new Advertising Accelerator  ClickZ

FDA, DEA seize 44 websites advertising sale of illicit THC vaping cartridges to US consumers as part of Operation Vapor Lock - FDA.gov
FDA, DEA seize 44 websites advertising sale of illicit THC vaping cartridges to US consumers as part of Operation Vapor Lock  FDA.gov

Video sites now more attractive than news sites for online advertisers in China - Tech in Asia
Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

The 10 Most Influential Data-Driven Advertising Executives Of The Decade - AdExchanger
The 10 Most Influential Data-Driven Advertising Executives Of The Decade  AdExchanger

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - StreetInsider.com
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  StreetInsider.com

Ad Rewind: 2019's memorable advertising and marketing moments - RichmondBizSense
Ad Rewind: 2019's memorable advertising and marketing moments  RichmondBizSense

What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO] - TVRev
What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

Complete Overview of Internet Advertising Market by Emerging Trends, Incredible Possibilities and Opportunities – Dagoretti News - Dagoretti News
Complete Overview of Internet Advertising Market by Emerging Trends, Incredible Possibilities and Opportunities – Dagoretti News  Dagoretti News

Prwirepro advertising releases all new digital ebook online marketing series - MENAFN.COM
Prwirepro advertising releases all new digital ebook online marketing series  MENAFN.COM

The shared economy comes to advertising - The Next Web
The shared economy comes to advertising  The Next Web

Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people - Seattle Times
Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

Experts: Stefanik, Cobb fundraising hauls portend advertising onslaught - The Daily Gazette
Experts: Stefanik, Cobb fundraising hauls portend advertising onslaught  The Daily Gazette

Survey: Most advertisers used advanced TV solutions in 2019 | - Advanced Television
Survey: Most advertisers used advanced TV solutions in 2019 |  Advanced Television

TikTok explores curated content feed to lure advertisers - Financial Times
TikTok explores curated content feed to lure advertisers  Financial Times

Mobile Advertising Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024 - Fusion Science Academy
Mobile Advertising Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024  Fusion Science Academy

Super Bowl 2020: the ins and outs of the big game's advertisers - The Drum
Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

As presidential candidates spend big on advertising, only a few invest in Snapchat - Yahoo News
As presidential candidates spend big on advertising, only a few invest in Snapchat  Yahoo News

Study Shows Dating Apps Share Personal Data with Advertisers - Law Street Media
Study Shows Dating Apps Share Personal Data with Advertisers  Law Street Media

How In-Game Advertisements Are Benefitting Brands as Well as Gamers - MarTech Advisor
How In-Game Advertisements Are Benefitting Brands as Well as Gamers  MarTech Advisor

Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020 - MediaPost Communications
Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020  MediaPost Communications

Thanks To Our Advertisers! - Above the Law
Thanks To Our Advertisers!  Above the Law

Florsch: Women drivers serve as advertising objects - Grand Prix 247
Florsch: Women drivers serve as advertising objects  Grand Prix 247

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