Publicity Tactics - Does Old Media Still Matter?

Is Old Media still relevant in today's social media world in terms of getting publicity that helps you make sales?

You bet.

While it is great to get mentioned on blogs and social media sites, Old Media or Mainstream Media is still the place to be to get results.

Here are 5 reasons to include Old Media in your publicity and marketing campaigns:

1. Credibility. If the New York Times likes your product or service, you get instant credibility. I could name 100 other mainstream publications that you'd love to get into so your product, book or service gets the ringing endorsement of a trusted source.

2. Visibility. Newspapers, TV and radio still reach millions of people every day. While we all like to get some of our news online, you can't ignore the impact of traditional media sites and their incredible reach into mainstream America.

3. Reprintability. Let's face it. Nothing stands out in marketing kit or sales kit like a reprint from a newspaper or magazine. It demands to be great and it smacks of credibility. I'm seeing more and more websites feature logos of old media companies that have written about those authors and small businesses. That should tell you something: people are influenced and impressed by Old Media.

4. Links to your site. Nearly all content from nearly all Old Media is printed on the web. Oftentimes, those articles have links to your websites, or are otherwise indexed by Google and other search engines. So if someone is searching for your type of business, they very well may learn about your from a reference in the Old Media on their web site. That's a great introduction. In fact, I had one client who was named one of the top 20 entrepreneurs of the year by Entrepreneur magazine. When you search her name, the first listing is the link to Entrepreneur, not her own website. Can you imagine how much confidence and credibility she just received? Anyone searching for her can see that she has the implied endorsement of a top magazine! That's a great way to start a conversation.

5. Ego. Would you rather say that someone Tweeted about you or that the Boston Globe printed a review of your book and included a picture of the cover? I rest my case.

None of this discussion even hints that new media is not worthwhile. It truly is. However, the torch has not been passed from one generation of news hounds to the next - at least not yet. Good publicity practices should include Old Media as well as New Media so you and your clients get the most publicity possible.

One tactic that I've found to be indispensible in getting my clients links from media sites is to distribute press releases. Many top media sites will print press releases word-for-word so you control the message. The benefits of doing this include getting links to your site, creating screen shots of your press release on famous sites to build your credibility and the visibility of reaching the audiences of those publications.

For a free report on how to get your message printed in top tier media websites, go to:

http://www.prleadsplus.com/toptiermedia/

The Los Angeles Times called Dan Janal "an Internet marketing expert" who helps professionals build their businesses with publicity and Internet marketing tactics. To learn more about Dan's coaching and consulting services, go to http://www.PRLEADSPLUS.com.

This post was made using the Auto Blogging Software from WebMagnates.org This line will not appear when posts are made after activating the software to full version.

Three Keys to Creating a Kick-butt Media List to Jump-start Your Publicity

Whenever I consult with clients about creating an effective publicity campaign, I always stress the importance of having a well-crafted strategy. However, a great strategy alone is not enough. To be successful in getting publicity for your company, you must also have a strong media list.

WHAT A MEDIA LIST IS:

A media list is a customized and carefully researched list of media professionals (including reporters, producers, and editors) whose job it is to cover stories that are related to your industry, expertise or target market.

For instance, if you are an expert in consumer affairs, build your media list to include reporters, journalists and editors who cover consumer affairs-not those who deal with gourmet cooking, literacy or film. Likewise, if you are a financial advisor, you wouldn't create a media list that includes reporters who cover the police beat. Instead, contact those in business or finance or maybe even lifestyle.

Many publicity do-it-yourselfers naively put any and everyone in the media on their list, without much thought as to whether or not that person has an audience for that particular message. Big mistake. Instead, use these three keys to create a kick-butt list that will jump-start your publicity:

1.) DO RESEARCH

When starting your media list, I recommend that you start locally. Collect a few of your town's most prominent newspapers and identify the editors or reporters that cover topics in your area of interest or expertise. If you're in education, find the person who covers that. If you're in fashion, look for the fashion editor. Then create a database with the following:

- Reporter's name

- email address

- phone number

- fax number and

- snail mail address.

Usually, you can find a reporter's name and email address right at the beginning or the end of the article. If not, look in the "masthead" which is usually found near the front of the paper. It lists all of the editors and even some reporters along with the snail mail address of that publication and other information as well.

Keep this info in its own category on your database labeled "newspapers."

Then go to the websites of your local TV stations. Identify the news shows or public affairs programs that do segments on the issues you can discuss. Usually they have the names of reporters and their email addresses in the bio section. If not, call the station, ask for the assignment desk and they'll tell you who best to contact for your particular story. Follow the same procedures listed above and label this category "Local TV."

Do the same thing for radio, blogs, podcasts and any other media you can think of. If you focus specifically on media professionals with an interest in your area of expertise, you have the makings of an amazing media list.

Once you get a grasp on your local media list and you start sending press releases and pitches to them, then start identifying national media outlets using the same procedure--- but don't do it without considering the second key to building a powerfully effective media list...

2.) BUILD RELATIONSHIPS

No matter how great your press material is, it carries a lot more weight when you have good media relationships. In my e-book, Successful Media Relations Strategies, I give specific tips on how to nurture media relationships. For instance: If a reporter does an excellent story on a topic, send them a note complimenting them. Additionally, don't be afraid to offer yourself as a resource should they decide to do a follow up story.

3.) REFRESH YOUR LIST REGULARLY

Turnover can be high in the media industry, so every few months, have an intern or assistant check to make sure the names on your list are still current. This way, you can always personalize your press material and make sure it gets to the right people. "To whom it may concern" does not go over well in the media. Whenever possible personalize your correspondence and even handwrite the envelope for best results. This technique also helps with media relationship building.

REMEMBER: Your strategy and your list work together synergistically to get your message in the media. If the publicity strategy is the car, the media list is the engine that drives the car. One cannot work independent of the other. Therefore, create your list thoughtfully and purposefully and you will get meaningful, high-impact publicity.

Monique Caradine is a Chicago-based broadcast media professional and President of Momentum Media Group, Inc. A former radio host and currently the host of "Perspective," a community affairs TV program, her specialties include program development, media training and publicity consulting. Monique also writes a blog and hosts a podcast on how to get publicity. Her e-book entitled "Successful Media Relations Strategies" is a must have for beginner publicity seekers. Download two free chapters of the book instantly when you sign up at http://www.yourmediamentor.com

This post was made using the Auto Blogging Software from WebMagnates.org This line will not appear when posts are made after activating the software to full version.

Media Coaching Critical to Book Marketing and Book Publicity

Book marketing experts know that authors who get excited about landing an interview may lose sight of the goal, which is not to gain media interviews but to sell books. And it’s sad but true that an interview does not automatically generate sales. Effective interviews generate sales; ineffective interviews merely produce idle talk.

The author who can generate sales from a television or radio interview is the author who knows how to relate to the specific audience listening to that show. A book is sold when one listener “clicks” with an author because there is recognition of a common need or experience. Multiply those clicks of recognition, and you multiply sales.

The challenge for all book marketers is that authors are skilled in interviewing other people; they are not skilled in being interviewed themselves. The skills needed to generate sales from interviews are best obtained through media coaching or media training.

Media coaching will give authors the skills to learn how to use the media, not just to convey your message but to compel people to buy your book. As a book marketing expert, I can pitch an author’s story and line up a TV or Radio interview. But most authors won’t be able to amaze listeners and compel them to buy without being trained by a media coach.

A media coach will show authors how to leverage interviews to create book sales, how to feel more comfortable on air and how to relieve the stress and anxiety that can come with interviews. A good media coach also will teach the secrets behind creating effective sound bites conveying the benefits they would get by buying the book.

Specifically, a media coach will reveal tips and let you practice these tried and true techniques, including:

 How to control the interview

 How to insure your message will be effective

 How to employ bridging techniques to get back on track

 How to deal with pitfalls that come up during an interview

 How to answer the tough questions

 How to look your best on camera

 How to sound your best on radio

 How to pitch your message to the host and listener

 How to pitch without sounding like you are

 How to compel the media to discuss your book

 How producers and media people think and how to use that knowledge to your advantage

 How to relate to a specific audience

 How to leverage an interview into book sales

 How to get free publicity on TV and Radio

 How to get the media to hate you (by not returning their phone calls)

 And, how to get invited back

Media coach Jess Todtfeld, who is a former producer for Bill O’Reilly of FOX-TV’s The O’Reilly Factor, says that every interview is an opportunity. It’s an opportunity to connect with an audience, to get your point of view to the masses. Most people don’t realize that it must go beyond that. You must motivate the audience to take an interest in you and “do something.” Whether it’s buying your book, going to your web site, or just finding out about you, you must compel them to take that next step. Todtfeld has seen many people use to media to get what they want, but many authors and amateurs make some of the common mistakes. He should know, he’s booked more that 4,000 TV segments with politicians, celebrities and actors on two networks. http://www.successinmedia.com

Radio Interviews provide a tremendous opportunity for authors or anyone with a story to tell. Radio interviews are great because they can be done anytime out of your home, office or automobile (if you aren’t driving). But like any successful marketing venture, radio interviews don’t just happen. Here are some very useful suggestions:

 Be on time. Call the station exactly at the time they tell you, and be at your phone waiting if the station is going to call you.

 Disable call waiting: dial *70 and then call the number. This disables call waiting for the duration of the phone call. As soon as you hang up, it will be reactivated.

 Be self-assured. Remember you know your topic inside and out. Be confident in your ability.

 Smile, smile, smile, whether on radio or TV – SMILE. You’ll feel better, and for TV you’ll look better too.

 Research the show and tailor your message accordingly. Just Google the host’s name and station. Is it a national audience or a small town in Ohio? You need to know.

 Practice your sound bites. Communicate your main points succinctly.

 Be prepared for negative comments, from the host or listeners.

 Be informative and entertaining without directly pushing your book. Make the audience “want more.”

 A kind word about the host can go a long way. It’s good manners and good business.

 A persons name is sweet music to them so commit to memory the name of the host and use it throughout the interview. When taking calls, use the names of callers too.

The last time I talked with Michael Dresser, a well-known media coach http://www.mymediacoach.com Michael told me that there are some realities he makes sure all of his clients know about the media. Dresser says "an interview is an acquired skill. It is a process with a strategy working toward a fixed finish line. Bring your message to the audience in a way that is real for them. Do this by using stories and anecdotes that allow your audience to see themselves in your interview message. Interact with your audience on a one to one basis. Think of a radio interview as an intimate conversation with a friend and not a conversation with thousands. If you stay with the process, the influence and effect of your message will match the intent you had going in. It’s important to go into the interview with a positive attitude and energetic manner. You must be entertaining, informative and persuasive, or you will talking to an empty microphone.”

I pay attention to Michael Dresser because he has been a nationally syndicated radio talk show host for 23 years, and has interviewed thousands of guests. He understands what it takes to be a great guest and understands what prevents someone from achieving that level of success in the interview process. Dresser helps people he coaches to keep their answers short, to stay focused, and to develop a message that will produce results. If you invest in a media coach, use someone like Dresser who was in the game and knows how it’s played.

Media coach and speech trainer TJ Walker [http://www.Speakcast.com] says that because talking to the media is like no other conversation you will ever have, it requires your full concentration and all the skills you can muster. Because of that demand, Walker puts his students through a live interview that he videotapes for instructional purposes. “The camera doesn’t lie,” stresses Walker. “You will learn how to look your best on TV -- if not on the first take, then by the 20th take. There is no way to ‘fake it’ in my one-on-one training course. You will be in the hot seat, the lights will be shining in your eyes, and the microphone will be stuck in your face. Although not always relaxing, the videotaping will turn students into a media pro, ready for any type of media situation.”

Among the types of opportunities an author should be trained to face, says Walker, are live television and radio, ambush interviews, TV and radio talk shows, celebrity appearances, in-studio interviews, newspaper interviews, editorial board meetings, radio talk shows, Internet interviews, edited news programs, training videos, phone interviews, infomercials, press conferences, spokesperson training, and book tours.

Walker’s views are based on 22 years of training CEOs, Prime Ministers and Nobel Peace Prize winners in addition to training managers and staff in client companies such as Microsoft, Bank of America, Unilever, and McDonalds. TJ is the most widely published and produced media trainer in the globe, with more than 50 books, training videos, CDs, and software programs to his credit. I consider TJ Walker’s book, Presentation Training A-Z, to be a must-read.

I’ve heard TJ Walker say many times, and I agree with him that the successful author will carefully analyze what radio or TV shows to book. In book marketing, a book cannot be promoted without first identifying who the readers are in advance of a single sale. Find the reasons why that reader will read that book and then craft a message to be conveyed to information sources that reader relies upon.

Don’t bombard the market with propaganda but send out promotional information to selected streams that reach specific persons. That approach has always worked and always will. Salesmen know that you can’t sell a refrigerator to an Eskimo because he has no need of one, but you’d have a shot at selling him thermal underwear. So follow Walker’s advice -- know your niche and then select the TV or Radio Show that your niche audience listens to or watches.

To successfully market a book, determine who will read it and then target that media directly. By way of example, one of my clients has published a book of poetry. Now the average person won’t buy a collection of poetry. However, certain people love poetry, so we aim our book marketing efforts for this client to poetry magazines, poetry web sites and poetry societies.

Book marketing expert Scott Lorenz is President of Westwind Communications, a marketing and public relations firm that specializes in book marketing and author promotion. For more information contact him at scottlorenzezinecoaching@westwindcos.com or by phone at 734-667-2090 or visit: http://www.westwindcos.com/book

This post was made using the Auto Blogging Software from WebMagnates.org This line will not appear when posts are made after activating the software to full version.

Be The Media's Dream Guest! Publicity Pro Tips For Smash Hit Success!

Thanks all for your wonderful interest in our publicity tips. The series is a set of tried and true publicity tips to use while working with the media. You'll learn 4 of the top pre-interview tips, on-camera or on-air tips, media etiquette tips & lots more PR pro tips to help position you as the media's dream guest!

Don't miss this series. When the media calls, you'll be ready!

TIP #1 Don't Try To Change The Segment Or Story Idea

During the pre-interview with the producer or journalist, please do not attempt to influence the producer or journalist to slant or change the original segment idea. This is because the article, story or segment idea is most likely already set in stone by Managing Editors or Executive Producers and your contact has very little flexibility. They are assigned to develop a story or segment idea according to a specific set of directives and appreciate your support in moving the story or segment forward.

Always give the media the info they are looking for first so they can complete their assignment otherwise, they might decide to move on to another expert! If you do a great job for them, that is, you are on target and on message without meandering off topic or discussing topics that fall outside the scope of the placement, they will use you again!

Of course, if they ask you about other ideas you may have, feel free to give them your best stuff!

TIP #2

Never Cancel A Segment Or Appointment With The Media!

Once you represent that are able for the media opportunity, please do not change your mind because the producer or journalist moves immediately to finalize the media placement on their end.

If you pull out you upset the booking process you leave the producer or journalist in a tough spot. This business is built on trust so never do anything to jeopardize the trust the media has in you.

When you make a commitment, stick to it, even if something comes up that you feel is more important. Your word should be worth gold in this industry!

TIP #3

Prepare Talking Points For The Pre-Interview With The Journalist Or Producer

Prepare your talking points in advance of your pre-interview or interview with the media. This way, you will appear to have command over your area of expertise and knowledgeable about the issue under discussion. You will avoid stumbling for thoughts or concepts.

If the media doubts your ability or expertise in the pre-interview, they will not use you for the placement. They simply have no choice. Their job is to book top qualified experts and if you indicate you are not that, they have to move on. As Annie Jennings PR has said for many years, think of any contact you have with the media as an audition. Everything you do is evaluated by the media with the thought in mind - is this person the perfect expert for the story or the segment?

You can make the media contact confident in choosing YOU if you are ready and prepared to discuss the topic. Create at least five discussion points on the topic before you speak to the producer or journalist.

You'll be happy you did!

TIP #4

Make Sure The Media Has Your FAST Contact Info!

Always provide the media with your contact info including your cell phone and fast contact info. As we mentioned, when the media moves, it moves fast. If you are actively seeking PR or are booked for a media opportunity already, keep yourself available and able to be reached immediately. If you give out your cell phone be sure it is working properly and also check your messages immediately so you don't miss a thing.

If you are traveling to a location for a TV or radio segment ask for the emergency contact info to the producer and of course, only use it for emergencies. This way, if you have trouble finding the location you know how to reach your media contact immediately.

Copyright 2006 Annie Jennings PR

Annie Jennings PR is a national publicity firm with over 16,000 experts available to the media. Major media calls everyday with their expert requests. Annie Jennings PR offers a variety of publicity programs including the new HOT PUBLICITY Branding Program. Interested in letting us know about you, your expertise, your media objectives or your book/company? Fill out our expert form (and get a complimentary publicity CD) at http://www.anniejenningspr.com/experts.htm Would you like four more "Be The Media's Dream Guest Tips?" If so, please click to http://www.anniejenningspr.com/dreamguest.htm

This post was made using the Auto Blogging Software from WebMagnates.org This line will not appear when posts are made after activating the software to full version.

Media Publicity - Get Reporters on Your Side

Media publicity is something you want to generate. It's free and it gets you the type of exposure most people pay a lot of money for. The key with media publicity is that you can use it for your own publicity over and over again.

Here are some ways to become savvy around reporters that will maximize your opportunities for media coverage.

To garner media publicity you have to be perceived as an expert source. Host as many seminars and get on as many committees as possible.

When the media come to you about a story try to distinguish yourself by thinking of a unique hook or angle. This way your ideas are more likely to get quoted and you get the media publicity over other potential experts.

If you want media attention then you need to treat the media well. Always return phone calls and emails ASAP. The media publicity often goes to the first two out of 10 experts a reporter calls.

Befriend the reporters that cover your beat. Media publicity is sought after so make yourself the go-to guy for one or two reporters.

The media are always looking for interesting stories. Don't just pitch them on you, you, you. If you think of something that is newsworthy you can almost guarantee media publicity.

To get media publicity you have to be creative. Feed the media tales from the trenches and allow them an insiders look at the IT world.

Regardless of how you get media publicity you have to remember not to get frustrated if the media publicity you generate does not attract immediate attention. Even if you manage to land the front page after months of pitching your media publicity idea, you're phone won't necessarily start ringing off the hook. You might get a few inquiries and some congratulatory calls but the media publicity is more about building your credibility than converting sales.

Use your media publicly wisely and translate it into your business' marketing collateral. This is where the real power of media publicity comes into play. You can use it over and over again; long after the newspaper is thrown away or the newscast is finished.

Bottom Line on Media Publicity

Build relationships with reporters and make their job easier by pitching them ideas that will garner you media publicity. You will be the big winner in the long run.

Copyright MMI-MMVII, Small Business Computer Consulting .com. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}

Joshua Feinberg has helped thousands of small business computer consulting firms get more steady, high-paying clients. Now you can too. Sign-up now for your free access a one-hour audio training program featuring field-tested, proven Small Business Computer Consulting Secrets.

This post was made using the Auto Blogging Software from WebMagnates.org This line will not appear when posts are made after activating the software to full version.

Generating Publicity - Will The Media Be Interested In My Product or Business?

When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media.

A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide can lend strong credibility to a new product. That "media bullhorn" can also do wonders toward educating consumers about your product. But does your product -- and it's media pitch -- have what it takes to attract the media into giving you coverage in their pages or on their airwaves? As I mentioned, many products or businesses can generate some type of publicity and media interest, but in my professional experience, the types of products and pitches that lend themselves to the best media exposure include:

home/garden products

kitchen/cooking/food products

consumer electronics

automotive accessories

home repair/DIY tools

personal health/medical/fitness products

recreational/outdoor products

experts (business, health, technology)

If you have a new or under-publicized product in one of these categories, the media could be a good friend to you. However, you first have be a friend to the media. Your product (and pitch) needs to have what the media calls a "news peg" -- that gives them a logical and newsworthy reason to feature YOUR product as opposed to the 200 other media pitches that are on their desks right now. Additionally, you need to make it as easy as possible for them to do your story or they WILL move onto a competitor's pitch and product that is easier to cover.

Can you provide a media sample?

Do you have quality photos of the product?

How can the product be purchased: in stores, catalogs, online, by phone?

Can you arrange a quick interview if needed?

Products/services that don't really lend themselves to media interest or publicity are things like:

website developers

cell phone/printer cartridge sales

vitamin supplements

insurance

financial planning

MLM/downline schemes

I'm not implying that these types of businesses aren't media worthy. I'm simply saying that from a media interest, editorial standpoint, there are thousands of competing product and businesses like these on the market and unless they are offering something truly unique, they lack that "news peg" that will attract the media's attention. If you are launching, let's say, a new garden tool that is very similar to many other garden tools on the market, don't expect much interest from the media in putting together a feature. You can create that news peg by answering a few questions:

How does your product differ from competing products already on the market?

Why should the media and subsequent consumers be interested in your product?

Does it provide a solution to an existing problem for consumers?

Bottom line -- an expertly maintained publicity campaign can help forge wonderfully reciprocal, mutually beneficial relationships with the media. Reciprocal, in that the media constantly need interesting information to put together their product profiles and business features -- and YOU need constant media exposure to get the word out. If your product or business can meet the media standards mentioned above, you could benefit greatly from some solid nationwide media exposure. Getting your product mentioned in print articles and on TV/radio shows nationwide will help spread the word to customers -- and at a fraction of the cost of a nationwide advertising campaign.

About The Author

Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and inventions. Free Publicity Consultations offered online: http://www.spreadthenewspr.com; todd@spreadthenewspr.com; (785) 842-8909

This post was made using the Auto Blogging Software from WebMagnates.org This line will not appear when posts are made after activating the software to full version.

Generating Publicity For Your Business - Knowing Your "Media Market" Is Critical

When starting a successful business venture or launching a new product, most entrepreneurs or business owners conduct some type of marketing research to determine the extent of their prospective customer base. And when getting the word out to that customer base, many entrepreneurs may turn to the media to help generate a buzz for them. However, as detailed as their marketing research might have been, very few business owners are as meticulous at determining their proper "media market" - that is, all those media outlets whose editorial profiles are a match to a product/business profile and would be appropriate for generating media exposure and publicity.

One of my favorite things to do is educate my clients about their "media market." Consider this, in North America there are more than 75,000 media outlets and almost one million reporters, editors & producers in the entire media market. However, only a small percentage of those may be appropriate and applicable to your business/product. But which ones? Unfortunately, too many well-intentioned entrepreneurs are either uninformed or misinformed regarding what it takes to attract media attention for their business. I recently surveyed 100 business owners and entrepreneurs who contacted my business about a publicity/media exposure campaign. Here's what I found:

11% - "Are Admittedly Media Market Clueless"

19% - "Have Unrealistic Media Market Perceptions"

29% - "Think Local & Large Media Are The ONLY Media"

41% - "Have A Good Grasp On Their Potential Media Market And Its Benefits"

Here are the descriptions of these categories and the lessons I try to teach those who fall into each category:

11% - "Are Admittedly Media Market Clueless"

These are the business owners who know their product and market inside and out, BUT they have never thought about launching a publicity/media exposure campaign before now. They know very little about their potential media market or how to generate publicity therein.

The Lesson: For these types of business owners I recommend asking for help from a smaller PR agency or publicity specialist who is willing to "hand hold" to get the client educated. Research to find one who doesn't mind spending the time to educate you about what should be included in your specific media market and the pitch. Make sure the agency or publicist understands the product/business as well as you do and can in turn educate you about your media market - one that will be able to benefit your business for years to come.

--

19% - "Have Unrealistic Media Perceptions"

These are the business owners who are CONVINCED that EVERY newspaper, consumer interest magazine and TV show will run a feature on their new products when they launch a publicity campaign.

The Lesson: No product or business, no matter how big or great can be assured media coverage in every outlet in a media market. But you can get coverage in a good number of them given the right media tending. Every media pitch will be weighed against the media outlet's editorial lead-time, its available editorial space, and availability of an editorial staff member to cover your pitch. It is totally up to the discretion of each media outlet as to whether your pitch makes it to the pages or on air. It can be an uphill battle if you target the wrong media with the wrong message. But you can greatly increase the chances generating those media placements with a little expertise and media market know-how.

--

29% - "Think Local & Large Media Are The ONLY Media"

These are the ones who think of their media market in two simple terms: LOCAL & LARGE

LOCAL, as you might imagine, means the media outlets in their city or surrounding geographic region -- the local newspaper, a regional business magazine or two, a few shows at local radio/TV stations. LARGE, on the other hand, are media outlets like The Wall Street Journal, Newsweek, Good Morning America, Oprah or your other favorite large circulation, trade specific media outlet.

The Lesson: The reality is local and large are indeed part of your media market, but not the only ones. The best media market opportunities may well be the dozens of other smaller scale papers, magazines, newsletters or TV/radio/cable shows that may generate more customer interest and sales than a placement in the big media might. Because of a lack of media market knowledge, many business owners don't even know these smaller, more targeted media outlets exist. This is where a PR agency or publicity specialist can be integral in your publicity campaign. They know the media market very well and will be able to find those media members who will be the best for generating editorial features on your business or product. They also have great media contacts that can turn one feature into a syndicated story that runs in multiple media outlets nationwide.

--

41% - "Have A Good Grasp On Their Potential Media Market And Its Benefits"

These are media-savvy entrepreneurs and business owners who are realistic and knowledgeable about how the media can benefit their business. They know that they have to narrowcast their media pitch to a select segment of the media in order to get coverage that will increase exposure for the business.

The Lesson: Don't let a PR agency or publicity specialist tell you they will send your pitch to 20,000, 30,000 or 50,000 media outlets. The reality is, of the 8,000 daily & weekly newspapers, 11,000 magazines & newsletters, 15,000 radio/TV/cable stations and 7,000 Internet news sites in North America, only about 25% of those accept press releases from outside their geographic area. They cover only LOCAL issues, businesses and products, and it is a waste of time to target them. The key is researching to discover which media outlets will be receptive to your pitch and knowing how to parlay those media contacts into positive consumer interest features that will educate and entice customers about your product or business.

Just like marketing to find the right customers, one should be equally diligent about finding and pitching the right media market. Bottom line - whether you have a general interest product that has widespread consumer appeal or a trade specific business with a very narrow customer base, knowing your appropriate media market can mean the difference between product/business publicity or product/business obscurity.

About The Author

Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and inventions.

http://www.spreadthenewspr.com

todd@spreadthenewspr.com

(785) 842-8909

This post was made using the Auto Blogging Software from WebMagnates.org This line will not appear when posts are made after activating the software to full version.