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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 Sat. May / 21 / 2022

US senators target Big Tech's digital advertising machine with new legislation - CNN
  1. US senators target Big Tech's digital advertising machine with new legislation  CNN
  2. New legislation aimed at online advertising exchanges will hit most of big tech - including Apple  AppleInsider
  3. Lee Introduces Digital Advertising Act  United States Senator Mike Lee
  4. New bipartisan bill would force Google to break up its ad business  CNBC
  5. US Senate Bill Would Break up Google and Add Transparency to Digital Advertising  Adweek
  6. View Full Coverage on Google News

2 Top Advertising Tech Stocks to Buy Right Now - The Motley Fool
2 Top Advertising Tech Stocks to Buy Right Now  The Motley Fool

FTC to Hold Virtual Event on Protecting Kids from Stealth Advertising in Digital Media - Federal Trade Commission News
FTC to Hold Virtual Event on Protecting Kids from Stealth Advertising in Digital Media  Federal Trade Commission News

AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising - Adweek
AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising  Adweek

Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising - Business Wire
Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising  Business Wire

What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list - Endpoints News
What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list  Endpoints News

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

Wendy’s, McDonald’s sued over burger size, accused of false advertising - KOKI FOX 23 TULSA
Wendy’s, McDonald’s sued over burger size, accused of false advertising  KOKI FOX 23 TULSA

FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States - Mondaq
FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States  Mondaq

Meet the Notable Leaders in Advertising, Marketing and PR - Crain's New York Business
Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

2022 Advertising Upfronts: Four Fast Takeaways - Forbes
2022 Advertising Upfronts: Four Fast Takeaways  Forbes

Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media - Seattle Medium
Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media  Seattle Medium

How Intent Data Shapes High-Converting Paid Advertising Strategies - MarTech Series
How Intent Data Shapes High-Converting Paid Advertising Strategies  MarTech Series

Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze - Chicago Tribune
Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

THE MEX FACTOR: The advertising question | Featured | ivpressonline.com - Imperial Valley Press
THE MEX FACTOR: The advertising question | Featured | ivpressonline.com  Imperial Valley Press

South Dakota Department of Tourism Announces Partnerships with Advertising Agencies - South Dakota State News Home
South Dakota Department of Tourism Announces Partnerships with Advertising Agencies  South Dakota State News Home

6 Free Advertising Ideas for Your Small Business - The Motley Fool
6 Free Advertising Ideas for Your Small Business  The Motley Fool

What Programmatic Advertising Can Do for Businesses in 2022 - ReadWrite
What Programmatic Advertising Can Do for Businesses in 2022  ReadWrite

Online Advertising Market by latest COVID-19 Impact and Global Analysis to 2030 with leading players| Aplicor LLC, Adobe Systems Inc., Zoho CRM Inc. – The Daily Vale - The Daily Vale
Online Advertising Market by latest COVID-19 Impact and Global Analysis to 2030 with leading players| Aplicor LLC, Adobe Systems Inc., Zoho CRM Inc. – The Daily Vale  The Daily Vale

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

Creating Discord: Decentralized Advertising On Gamers' Favorite Channel - The Drum
Creating Discord: Decentralized Advertising On Gamers' Favorite Channel  The Drum

ADVERTISING: Advertorial — Crystals for prosperity - Coeur d'Alene Press
ADVERTISING: Advertorial — Crystals for prosperity  Coeur d'Alene Press

Saatchi advertising agency agrees €366m takeover deal by larger rival - The Irish Times
Saatchi advertising agency agrees €366m takeover deal by larger rival  The Irish Times

What’s going on with Dislyte’s advertising? - App Trigger
What’s going on with Dislyte’s advertising?  App Trigger

Protecting Depositors By Enforcing Proper Advertising Of FDIC Insurance - Insurance Laws and Products - United States - Mondaq
Protecting Depositors By Enforcing Proper Advertising Of FDIC Insurance - Insurance Laws and Products - United States  Mondaq

Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream - MarTech Series
Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream  MarTech Series

Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com - Yahoo Finance
Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com  Yahoo Finance

Amazon Advertising Strategies for 2022 & Beyond - Jungle Scout
Amazon Advertising Strategies for 2022 & Beyond  Jungle Scout

In-game advertising experts question Microsoft and Sony's gaming advertising plans - Digiday
In-game advertising experts question Microsoft and Sony's gaming advertising plans  Digiday

Social Media Advertising for Furniture Manufacturers - Furniture Today
Social Media Advertising for Furniture Manufacturers  Furniture Today

How new EU rules could create a safer and more trustworthy online advertising ecosystem - AdAge.com
How new EU rules could create a safer and more trustworthy online advertising ecosystem  AdAge.com

CDLLife Summit: Improve your branding and advertising — Taking the Hire Road - FreightWaves
CDLLife Summit: Improve your branding and advertising — Taking the Hire Road  FreightWaves

The Science Behind Why Watches are Set to 10:10 in Advertising Photos - PetaPixel
The Science Behind Why Watches are Set to 10:10 in Advertising Photos  PetaPixel

Five on Friday: Advertising, Engaging and Gifting - Subscription Insider
Five on Friday: Advertising, Engaging and Gifting  Subscription Insider

Bumble User Resists Dismissal in Freemium Feature False Advertising Suit - Law Street Media
Bumble User Resists Dismissal in Freemium Feature False Advertising Suit  Law Street Media

Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale - The Daily Vale
Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com - Business Wire
Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com  Business Wire

Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report - World Health Organization
Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report  World Health Organization

The Advertisers With Strong Affinity On Netflix, Disney+ & HBO Max Programs - Forbes
The Advertisers With Strong Affinity On Netflix, Disney+ & HBO Max Programs  Forbes

ACH announces first winners of high school advertising contest - The Atmore Advance | The Atmore Advance - Atmore Advance
ACH announces first winners of high school advertising contest - The Atmore Advance | The Atmore Advance  Atmore Advance

United States Recovers Over $15 Million from Swiss Bank Accounts as Proceeds of Global Digital Advertising Fraud Scheme - Department of Justice
United States Recovers Over $15 Million from Swiss Bank Accounts as Proceeds of Global Digital Advertising Fraud Scheme  Department of Justice

Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills - Digiday
Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills  Digiday

ADVERTISING: Advertorial — When your bowels are irritable - Coeur d'Alene Press
ADVERTISING: Advertorial — When your bowels are irritable  Coeur d'Alene Press

NutraWomen Wednesday: Elyse Lovett, Founder, Lovett Marketing and Advertising - NutraIngredients-usa.com
NutraWomen Wednesday: Elyse Lovett, Founder, Lovett Marketing and Advertising  NutraIngredients-usa.com

Why we care about video advertising - MarTech
Why we care about video advertising  MarTech

Advertising settlement with Ford includes Mississippi - DeSoto County News
Advertising settlement with Ford includes Mississippi  DeSoto County News

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

Hawkmoon Announces Agreement With CEO.CA for Advertising Services - Business Wire
Hawkmoon Announces Agreement With CEO.CA for Advertising Services  Business Wire

Disney+ Is Open to Advertising, With a Few Big Exceptions - TheStreet
Disney+ Is Open to Advertising, With a Few Big Exceptions  TheStreet

Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency - Business Insider
Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency  Business Insider

'Cost conscious consumers, restrictive economy': Advertising's tough ride in 2022 - Digiday
'Cost conscious consumers, restrictive economy': Advertising's tough ride in 2022  Digiday

Spotify adds incremental reach to radio, TV, and digital platforms - Spotify
Spotify adds incremental reach to radio, TV, and digital platforms  Spotify

Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale - The Daily Vale
Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

As Meta Stumbles, Major Advertisers Are Finding Other Platforms Do the Job Just as Well - Adweek
As Meta Stumbles, Major Advertisers Are Finding Other Platforms Do the Job Just as Well  Adweek

Interactive Advertising Market 2022 Industrial Output, Leading Competitors – Shine, Deutsch, Butler, The Martin Agency, Ogilvy & Mather, Grey Advertising, etc – The Daily Vale - The Daily Vale
Interactive Advertising Market 2022 Industrial Output, Leading Competitors – Shine, Deutsch, Butler, The Martin Agency, Ogilvy & Mather, Grey Advertising, etc – The Daily Vale  The Daily Vale

Cross Platform And Mobile Advertising Market is estimated to Grow with a Healthy CAGR in the forthcoming Years, Business Outlook 2021-2027 – The Daily Vale - The Daily Vale
Cross Platform And Mobile Advertising Market is estimated to Grow with a Healthy CAGR in the forthcoming Years, Business Outlook 2021-2027 – The Daily Vale  The Daily Vale

'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle - Digiday
'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle  Digiday

TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge - ChannelE2E
TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge  ChannelE2E

Symetra Once Again Teams Up with Sue Bird on New TV Advertising - Business Wire
Symetra Once Again Teams Up with Sue Bird on New TV Advertising  Business Wire

4 Tips to Send the Right Message With Digital Signage Advertising - Software Advice
4 Tips to Send the Right Message With Digital Signage Advertising  Software Advice

Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers - The Wall Street Journal
Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers  The Wall Street Journal

After Achieving Success in the Digital Advertising Waters, Banjo Minnow™ Launches in The Deep Blue on National Television - 69News WFMZ-TV
After Achieving Success in the Digital Advertising Waters, Banjo Minnow™ Launches in The Deep Blue on National Television  69News WFMZ-TV

BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION - Yahoo Finance
BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION  Yahoo Finance

Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network - MarTech Series
Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network  MarTech Series

Google Shares Sneak Peek At New Advertising Features - Search Engine Journal
Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life - The New York Times
Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life  The New York Times

Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising - PR Newswire
Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising  PR Newswire

US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections - IAB
US Podcast Advertising Revenue Report: FY 2021 Results & 2022-2024 Growth Projections  IAB

The FTC looks to crack down on influencers and platforms over 'fake and manipulated reviews' - PC Gamer
The FTC looks to crack down on influencers and platforms over 'fake and manipulated reviews'  PC Gamer

Google Topics Resembles Contextual Advertising - Practical Ecommerce
Google Topics Resembles Contextual Advertising  Practical Ecommerce

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

Nigeria to earn $2bn advertising revenues in three years – Lai Mohammed - Punch Newspapers
Nigeria to earn $2bn advertising revenues in three years – Lai Mohammed  Punch Newspapers

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

What are the rules around truth in political advertising in a federal election? - ABC News
What are the rules around truth in political advertising in a federal election?  ABC News

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

Already, More Than A Half-Billion Dollars Spent On Political Advertising. - Inside Radio
Already, More Than A Half-Billion Dollars Spent On Political Advertising.  Inside Radio

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

The Big Story: Surveillance Advertising - AdExchanger
The Big Story: Surveillance Advertising  AdExchanger

How Amazon Is Building Its Huge Advertising Business - Business Insider
How Amazon Is Building Its Huge Advertising Business  Business Insider

Big Ideas For Small Spaces: The Best Shop Window Postcard Advertising - The Drum
Big Ideas For Small Spaces: The Best Shop Window Postcard Advertising  The Drum

FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8 - JD Supra
FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8  JD Supra

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

Contextual Advertising – Giving Publishers What They Need - The Drum
Contextual Advertising – Giving Publishers What They Need  The Drum

Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll - Endpoints News
Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll  Endpoints News

Dream hacking: Is this the dystopian future of advertising? - Big Think
Dream hacking: Is this the dystopian future of advertising?  Big Think

The Pitch: Advertising and marketing news for 4.26.22 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.26.22  RichmondBizSense

Live event independent advertising agencies; July 26-27 in Chicago - AdAge.com
Live event independent advertising agencies; July 26-27 in Chicago  AdAge.com

[Infographic] 2022 Guide to In-Game Advertising Trends - TheWiseMarketer.com
[Infographic] 2022 Guide to In-Game Advertising Trends  TheWiseMarketer.com

McDonald's Photographed Trash Bins Like Burgers to Curb Littering - Muse by Clio
McDonald's Photographed Trash Bins Like Burgers to Curb Littering  Muse by Clio

Glows Ads launches new advanced Digital Outdoor Advertising Service at affordable rates - Benzinga - Benzinga
Glows Ads launches new advanced Digital Outdoor Advertising Service at affordable rates - Benzinga  Benzinga

Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency? - Hollywood Reporter
Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

Netflix Will Face Hurdles in Courting Advertisers, But Biz Abuzz About Streamer’s New Model - Variety
Netflix Will Face Hurdles in Courting Advertisers, But Biz Abuzz About Streamer’s New Model  Variety

How Apartments.com is increasing its streaming, audio advertising to reach its 'rental audience' - Digiday
How Apartments.com is increasing its streaming, audio advertising to reach its 'rental audience'  Digiday

Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads - The Verge
Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

Tripadvisor launches new self-service advertising tool - Travel Daily
Tripadvisor launches new self-service advertising tool  Travel Daily

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