So you’re staring down the barrel of a new financial year with a smaller budget – or last year’s at best – and bigger marketing targets. One way to bridge the gap is to do more on the comms front. The hard part is doing it with less.
Read the following Dos & Don'ts, and Tips of how to get coverage for your campaign.
- Do consider partnering with a company in another sector that could complement your story and share the cost.
- Do remember to look for opportunities to get the URL of your website into any coverage to make it easy for customers to find you.
- Don’t forget to think about one or two key messages before you or your spokesperson are interviewed by a journalist. Answer their questions but keep looking for ways to get your messages across.
- Don’t assume that your in-house marcomms operation has the necessary creativity and media contacts
- to undertake a proactive campaign. Consider carefully whether to appoint an agency.
- The best story wins: focus on the quality of your story. Well researched, well written material always wins. Ask yourself the question, “is it news?”
- Be a good middle man: remember that what you might want to say is not necessarily what the journalist wants to run. Keep in mind the differences between editorial and advertising.
- “Tastes like chicken” isn’t a compliment: don’t be bland. You need to excite the journalists’ interest – research who you’re talking to before you call, focus on your energy levels, speak with authority and be memorable. Remember that selling is the art of persuasion and not the act
- of confession.
- Timing is of the essence: research journalists’ deadlines and never call them at busy times of the day. A stressed-out journalist will give you a stressed-out response.
- Make contacts: no matter what they might say, people buy people. Relationships matter. A great story pitched to a great contact is more likely to make it into tomorrow’s news. Networking is key.
Dr. Antony Michail
Anacalypsis Strategy & Marketing Consultants