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Media Savvy - Media Skills For Rural Women


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.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. November / 30 / 2021

What The 'Facebook Papers' Reveal About The Social Network's Advertising Business - Forbes
What The 'Facebook Papers' Reveal About The Social Network's Advertising Business  Forbes

Advertising in the pandemic: how companies used COVID as a marketing tool - The Conversation Africa
Advertising in the pandemic: how companies used COVID as a marketing tool  The Conversation Africa

Health & Wellness Advertising Tips To Drive Holiday Sales - Search Engine Journal
Health & Wellness Advertising Tips To Drive Holiday Sales  Search Engine Journal

Anderson Collaborative Announced As Amazon Advertising Partner - PRNewswire
Anderson Collaborative Announced As Amazon Advertising Partner  PRNewswire

National Advertising Division Recommends Byte Disclose Incentivized Reviews for Aligner Products - WFMZ Allentown
National Advertising Division Recommends Byte Disclose Incentivized Reviews for Aligner Products  WFMZ Allentown

React LLC Announces Next Phase of Positive Advertising Experiences - MarTech Series
React LLC Announces Next Phase of Positive Advertising Experiences  MarTech Series

fuboTV: Improving Profitability Through Better Advertising - Seeking Alpha
fuboTV: Improving Profitability Through Better Advertising  Seeking Alpha

Mascots, brand name pump up advertising sign value - Clinton Herald
Mascots, brand name pump up advertising sign value  Clinton Herald

New Guide Helps B2B Marketers Take Advantage of Podcast Advertising - MarTech Series
New Guide Helps B2B Marketers Take Advantage of Podcast Advertising  MarTech Series

Marcos Oliveira, Clever Advertising: Affiliates must keep clients in mind rather than ‘cherry-pick’ US states - SBC Americas
Marcos Oliveira, Clever Advertising: Affiliates must keep clients in mind rather than ‘cherry-pick’ US states  SBC Americas

Why Zero-Party Data Is the Future Of Privacy-First Advertising - AdExchanger
Why Zero-Party Data Is the Future Of Privacy-First Advertising  AdExchanger

ListenFirst's Jonathan Farb Named Co-Chair Of The Advertising Research Foundation's Social Council - PRNewswire
ListenFirst's Jonathan Farb Named Co-Chair Of The Advertising Research Foundation's Social Council  PRNewswire

Once again, marketers navigate addressing the pandemic in holiday advertising - Morning Brew
Once again, marketers navigate addressing the pandemic in holiday advertising  Morning Brew

‘We need a structural shift’: Conscious Advertising Network’s co-chair on how the ad industry can tackle the climate crisis - Digiday
‘We need a structural shift’: Conscious Advertising Network’s co-chair on how the ad industry can tackle the climate crisis  Digiday

How new, binding EU transparency standards for political advertising could be even higher - EURACTIV
How new, binding EU transparency standards for political advertising could be even higher  EURACTIV

Official Rollout of Advertising Targeting Solution ATOM: Strong Performance of 28% Higher Click-Through-Rates and App 15% Better Monetization Compared to Campaigns Without IDFA - Yahoo Finance
Official Rollout of Advertising Targeting Solution ATOM: Strong Performance of 28% Higher Click-Through-Rates and App 15% Better Monetization Compared to Campaigns Without IDFA  Yahoo Finance

New Decree Amending and Supplementing Regulations on Cross-border Advertising - Lexology
New Decree Amending and Supplementing Regulations on Cross-border Advertising  Lexology

Here's how to nail your search advertising for your business - Sifted
Here's how to nail your search advertising for your business  Sifted

The Department Of Transportation Should Leave Advertising To The Kardashians - Above the Law
The Department Of Transportation Should Leave Advertising To The Kardashians  Above the Law

Advertise Page - Coindesk
Advertise Page  Coindesk

Always-on advertising is no longer sustainable - Mediatel News
Always-on advertising is no longer sustainable  Mediatel News

Kuwait's OptimizeApp Acquires Panda Media, Bolsters Presence in Gulf's Digital Advertising Landscape - PRNewswire
Kuwait's OptimizeApp Acquires Panda Media, Bolsters Presence in Gulf's Digital Advertising Landscape  PRNewswire

Lawmakers press pause on award of disputed DC Lottery advertising contract - Washington Business Journal - Washington Business Journal
Lawmakers press pause on award of disputed DC Lottery advertising contract - Washington Business Journal  Washington Business Journal

Lasso Digital Wins Advertising Contract with Town of Parker - WFMZ Allentown
Lasso Digital Wins Advertising Contract with Town of Parker  WFMZ Allentown

Aces of Trades: Jay Nauman is fourth-generation owner of local outdoor advertising company - Lancaster Eagle Gazette
Aces of Trades: Jay Nauman is fourth-generation owner of local outdoor advertising company  Lancaster Eagle Gazette

Ineo digital advertising raises sales by 61% - Digital Signage Today
Ineo digital advertising raises sales by 61%  Digital Signage Today

TV Advertising Leaders on Collaboration in the Industry - Variety
TV Advertising Leaders on Collaboration in the Industry  Variety

Social Media Advertisers Are Grabbing Huge Amounts of Your Data - PCMag.com
Social Media Advertisers Are Grabbing Huge Amounts of Your Data  PCMag.com

Introducing Endpoints Studio, a new way to advertise with Endpoints-crafted branding campaigns - Endpoints News
Introducing Endpoints Studio, a new way to advertise with Endpoints-crafted branding campaigns  Endpoints News

HubSpot : 2021 Advertising Stats You Need to Know - marketscreener.com
HubSpot : 2021 Advertising Stats You Need to Know  marketscreener.com

How to Reap the Rewards of Automation in Advertising - HomeCare
How to Reap the Rewards of Automation in Advertising  HomeCare

Twitter advertisers reflect on Jack Dorsey's tenure - AdAge.com
Twitter advertisers reflect on Jack Dorsey's tenure  AdAge.com

Free downtown ride-hailing company banks on advertising, not fares - BusinessDen
Free downtown ride-hailing company banks on advertising, not fares  BusinessDen

Ay, Papantla, your children fly! Backdoor is now looking to advertise - Entrepreneur
Ay, Papantla, your children fly! Backdoor is now looking to advertise  Entrepreneur

Constantine Announces Advertising and Investor Awareness Program and Shares Issued for Financial Advisory Services - Yahoo Finance
Constantine Announces Advertising and Investor Awareness Program and Shares Issued for Financial Advisory Services  Yahoo Finance

Advertisers Adjust Holiday Messages to Covid-19, Supply-Chain Challenges - The Wall Street Journal
Advertisers Adjust Holiday Messages to Covid-19, Supply-Chain Challenges  The Wall Street Journal

Facebook owner Meta told to sell Giphy as British regulator blocks acquisition - CNBC
Facebook owner Meta told to sell Giphy as British regulator blocks acquisition  CNBC

Global Data Monetization Platform Markets Report 2021: AI and Digital Advertising Emerging as Critical Elements for Telcos to Create Differentiation - PRNewswire
Global Data Monetization Platform Markets Report 2021: AI and Digital Advertising Emerging as Critical Elements for Telcos to Create Differentiation  PRNewswire

The advertising that aims to revolutionize the sport: not to believe this in the USA - Market Research Telecast
The advertising that aims to revolutionize the sport: not to believe this in the USA  Market Research Telecast

White Bullet appoints Stuart Dickinson as Director of Advertising Operations and Client Success - EIN News
White Bullet appoints Stuart Dickinson as Director of Advertising Operations and Client Success  EIN News

Small business tips for making the most of digital advertising - Wyoming Tribune
Small business tips for making the most of digital advertising  Wyoming Tribune

UT-Austin to keep Stan Richards' name on advertising school after he called motel campaign “too Black” - The Texas Tribune
UT-Austin to keep Stan Richards' name on advertising school after he called motel campaign “too Black”  The Texas Tribune

Looking back at Ridley Scott's advertising career - Far Out Magazine
Looking back at Ridley Scott's advertising career  Far Out Magazine

Advertising Standards - American Dental Association
Advertising Standards  American Dental Association

Aniview’s one-stop-shop bringing clarity to advertisers - opinion - The Jerusalem Post
Aniview’s one-stop-shop bringing clarity to advertisers - opinion  The Jerusalem Post

MLW advertising a current ROH champion for its first show of 2022 - ProWrestling.net
MLW advertising a current ROH champion for its first show of 2022  ProWrestling.net

Detroit Entrepreneur gives away Free Advertising to local Detroit Small Businesses - EIN News
Detroit Entrepreneur gives away Free Advertising to local Detroit Small Businesses  EIN News

Court of Justice of the EU Finds that Advertising Shown in Email Inbox is Subject to Rules on Direct Marketing - Lexology
Court of Justice of the EU Finds that Advertising Shown in Email Inbox is Subject to Rules on Direct Marketing  Lexology

Tesco has a major new media offering for advertisers: here's what you need to know - The Drum
Tesco has a major new media offering for advertisers: here's what you need to know  The Drum

The advertising industry's first inclusion and diversity census - AdNews
The advertising industry's first inclusion and diversity census  AdNews

How Can Upswell Marketing Help You With Your Automotive Print Advertising? - SpeedywayMedia.com
How Can Upswell Marketing Help You With Your Automotive Print Advertising?  SpeedywayMedia.com

Meta Plans to Remove Thousands of Sensitive Ad-Targeting Categories - The New York Times
Meta Plans to Remove Thousands of Sensitive Ad-Targeting Categories  The New York Times

HubSpot : A Step-by-Step Guide to Advertising on Instagram - marketscreener.com
HubSpot : A Step-by-Step Guide to Advertising on Instagram  marketscreener.com

Latest top-100 rankings for creativity, effectiveness, media excellence in advertising revealed - Arab News
Latest top-100 rankings for creativity, effectiveness, media excellence in advertising revealed  Arab News

Is Ontario About to get Hit by a Wave of Advertising for Online Sportsbooks? - Covers
Is Ontario About to get Hit by a Wave of Advertising for Online Sportsbooks?  Covers

WWE Hall Of Famer Calls Out Promoter Over False Advertisement - Wrestling Inc.
WWE Hall Of Famer Calls Out Promoter Over False Advertisement  Wrestling Inc.

Congressman hit by backlash after advertising for unpaid interns on Twitter - Yahoo News
Congressman hit by backlash after advertising for unpaid interns on Twitter  Yahoo News

Advertising giant WPP acquires Amazon, eBay, Etsy and Wayfair tech firm - Business Live
Advertising giant WPP acquires Amazon, eBay, Etsy and Wayfair tech firm  Business Live

Advertise with KSAT - KSAT San Antonio
Advertise with KSAT  KSAT San Antonio

Insiders who bought this year lost ₹1.4m as Vertoz Advertising Limited (NSE:VERTOZ) sheds ₹133m in value - Simply Wall St
Insiders who bought this year lost ₹1.4m as Vertoz Advertising Limited (NSE:VERTOZ) sheds ₹133m in value  Simply Wall St

NGOs call for government ban on alcohol advertising - The Phnom Penh Post
NGOs call for government ban on alcohol advertising  The Phnom Penh Post

Indian advertising still stuck in stereotypes: report | Advertising - Campaign Asia
Indian advertising still stuck in stereotypes: report | Advertising  Campaign Asia

Kubient Acqui-Hires Team from Leading Digital Media Agency MediaCrossing Inc. to Bolster Managed Solutions Division - PRNewswire
Kubient Acqui-Hires Team from Leading Digital Media Agency MediaCrossing Inc. to Bolster Managed Solutions Division  PRNewswire

Russian Cybercriminal Sentenced to 10 Years in Prison for Digital Advertising Fraud Scheme - Department of Justice
Russian Cybercriminal Sentenced to 10 Years in Prison for Digital Advertising Fraud Scheme  Department of Justice

GB News takes swipe at BBC as it launches new advertising campaign - Metro
GB News takes swipe at BBC as it launches new advertising campaign  Metro

Gov't Rests Hope Of Tackling Fraud On Advertising Program - Law360
Gov't Rests Hope Of Tackling Fraud On Advertising Program  Law360

Barstool advertisers spooked by Dave Portnoy exposé — but execs aren't worried - Page Six
Barstool advertisers spooked by Dave Portnoy exposé — but execs aren't worried  Page Six

How the TV industry can chart the path to better measurement - AdAge.com
How the TV industry can chart the path to better measurement  AdAge.com

Inside Mark Zuckerberg's metaverse, how will the world of advertisements look? - CNBC
Inside Mark Zuckerberg's metaverse, how will the world of advertisements look?  CNBC

The photo of Catherine of Cambridge in an advertising campaign that has not been liked by royalty - Market Research Telecast
The photo of Catherine of Cambridge in an advertising campaign that has not been liked by royalty  Market Research Telecast

How Supply Chain Issues Are Messing Up TV Advertising - Hollywood Reporter
How Supply Chain Issues Are Messing Up TV Advertising  Hollywood Reporter

Why Fiverr believes it’s finally time to bring back OOH advertising next year - Digiday
Why Fiverr believes it’s finally time to bring back OOH advertising next year  Digiday

False advertising is alive and well in mobile gaming with no sign of stopping - App Trigger
False advertising is alive and well in mobile gaming with no sign of stopping  App Trigger

Experts on How Shopify Could Get Into Digital Advertising - Business Insider
Experts on How Shopify Could Get Into Digital Advertising  Business Insider

UK accepts Google’s proposals for fairer online advertising - Financial Times
UK accepts Google’s proposals for fairer online advertising  Financial Times

Video: Klarna CMO on advertising and livestream shopping - AdAge.com
Video: Klarna CMO on advertising and livestream shopping  AdAge.com

T-Mobile blocked from advertising 'most reliable' 5G - TechRadar
T-Mobile blocked from advertising 'most reliable' 5G  TechRadar

Inside Mob Scene's Creative Advertising and Content for Will Smith's King Richard - Muse by Clio
Inside Mob Scene's Creative Advertising and Content for Will Smith's King Richard  Muse by Clio

How Cellphone Data Collected for Advertising Landed at U.S. Government Agencies - The Wall Street Journal
How Cellphone Data Collected for Advertising Landed at U.S. Government Agencies  The Wall Street Journal

Senator Markey says Facebook statements on kids advertising ‘appear misleading’ - BetaBoston
Senator Markey says Facebook statements on kids advertising ‘appear misleading’  BetaBoston

China to Step Up Oversight of Online Advertising with New Rule - Bloomberg Law
China to Step Up Oversight of Online Advertising with New Rule  Bloomberg Law

Adcore Announces Renewal of Microsoft Advertising Agreement for 2022 - StreetInsider.com
Adcore Announces Renewal of Microsoft Advertising Agreement for 2022  StreetInsider.com

Amazon Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
Amazon Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Adwerx nabs $14.5M to expand customer relationship advertising - Inman
Adwerx nabs $14.5M to expand customer relationship advertising  Inman

U.S. advertising employment increased by 2200 jobs in October - AdAge.com
U.S. advertising employment increased by 2200 jobs in October  AdAge.com

US Connected TV Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
US Connected TV Advertising 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

Advertising In Reliable News Sources Provides Stronger Brand Effectiveness - Forbes
Advertising In Reliable News Sources Provides Stronger Brand Effectiveness  Forbes

Complex Streaming Deals Push TV Networks to Make Advertising Pitches Far Ahead of Schedule - Variety
Complex Streaming Deals Push TV Networks to Make Advertising Pitches Far Ahead of Schedule  Variety

Crown Media Taps into Mirriad’s In-Video Advertising Opportunities for Holiday Season - Yahoo Finance
Crown Media Taps into Mirriad’s In-Video Advertising Opportunities for Holiday Season  Yahoo Finance

Crypto Advertisements Are Everywhere: The Consumer Isn’t A Moron - Forbes
Crypto Advertisements Are Everywhere: The Consumer Isn’t A Moron  Forbes

US connected TV advertising will approach 60% growth by year-end - eMarketer
US connected TV advertising will approach 60% growth by year-end  eMarketer

Amazon's Advertising Business Is Firing on All Cylinders - Motley Fool
Amazon's Advertising Business Is Firing on All Cylinders  Motley Fool

Internet Advertising About to Change | Third-Party Cookies - ConsumerReports.org
Internet Advertising About to Change | Third-Party Cookies  ConsumerReports.org

Alphabet, Magnite: Are Digital Advertising Stocks A Buy Ahead Of The Holidays? - Forbes
Alphabet, Magnite: Are Digital Advertising Stocks A Buy Ahead Of The Holidays?  Forbes

Apple's ad privacy change impact shows the power it wields over other industries - CNBC
Apple's ad privacy change impact shows the power it wields over other industries  CNBC

Big Tech scrambles as Europe ramps up crusade against online advertising - POLITICO.eu
Big Tech scrambles as Europe ramps up crusade against online advertising  POLITICO.eu

a4 Advertising: Strategic Ad Buys Can Benefit Auto Brands in the Chip Shortage - MediaVillage
a4 Advertising: Strategic Ad Buys Can Benefit Auto Brands in the Chip Shortage  MediaVillage

Albertsons Launching Internal Advertising Business - Business Insider
Albertsons Launching Internal Advertising Business  Business Insider

ADVERTISING: Advertorial — How we are different - Coeur d'Alene Press
ADVERTISING: Advertorial — How we are different  Coeur d'Alene Press

How 2021's Elections Could Predict The Future Of Political Advertising - AdExchanger
How 2021's Elections Could Predict The Future Of Political Advertising  AdExchanger

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