CREATING A BRANDEFFECTIVE
MEDIA PROFILE
TOP TIPS FOR MAKING THE BEST IMPACT WITH MICHELLE SOIA
1: STRATEGY & APPROACH
L
ike every other aspect of your business, your media approach also requires
strategy and planning, perhaps even more than others. Many businesses
are affected by their lack of planning around their communication with the
media. Identify key events and opportunities within at least a 12 month time
frame. A lacklustre “I’m just going to throw it out there, close my eyes and hope
someone picks it up” approach will never work. A good plan, written well with
great timing is crucial to execute a smart media engagement.
2: KNOW YOUR AUDIENCE
T
his is a phrase you will hear – a lot. Knowing your audience is key in the
delivery of your message. The right content combined with the right
medium of media will bring you a return.
Ask yourself – How does your audience consume information? Is it online, radio,
television, newspapers or social media? By what means? Do they read it, watch
it listen to it and also most importantly will they look to share it? The biggest
mistake not only made by businesses but also PR firms is saturating the market
with a generic message that more than likely if the media outlet receives it in
their inbox they are going to hit delete. Your information needs to be tailored to
your audience and deliberately placed based on consumer habits.
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GLOSS JUNE 2015