It is not rocket science to get and maintain real media engagement, but we all have different expectations and ideas of what real media engagement looks like. For some it will be appearing in the local newspaper while for others it will be called up to do guest appearance on national television. Expectations and contexts will be different but the procedure to engage is the same.
The problem we all have is our ability to tell a story. What is a story? The media is awash with pitches and releases of non-stories. What is news to you is not necessarily news to others. It does take a particular mindset to be successful in telling a story engaging enough to capture the media. We all have a storytelling muscle according to Robert Rose of the Content Marketing Institute. The problem is though, the majority of us don’t get to flex it enough to make it efficient and worthwhile.
The key to all those wishing to work with the media is to take a step aside from your marketing ideas and your sales reflex. The media is not at all interested in selling your products or services; they are in business to sell their own. Yes that’s right: the media is an industry that uses quality content and news to attract readers, listeners and viewers. It is your views, opinions and intellectual property the media desires to attract their audience, not your sales pitch or proposition.
When you get a chance to do this it is then that you have the ability to communicate your authority to vast audiences. In today’s world where new media is expanding and becoming extremely influential, traditional media platforms are still the place to be seen for those expanding their leadership aspirations. It is still in this medium that the decision makers and purse string holders are present in numbers.
Journalists and producers are human beings that have their own paymasters and pressures to perform. Media personnel are working in an environment where human and financial resources have shortened and the expectations are extreme. If you understand this and know how to alleviate these pressures, you are a step closer to achieving success. Pitch the story not the sale and you are closer to success. Understand the media cycle and you will get a better reception from the media.
Take a step back from your business and look at your story from fresh and unbiased eyes. You can achieve this with help and support from a communications expert. It might come from a PR person but it will more likely come from a journalist or someone who has worked in the media industry. Journalists write and understand stories, while others may be writing content that is more likely to fail than succeed. This is where quality freelance journalists and copy writers will make the world of difference.
Write and prepare stories that your clients and customers want to hear, not what you want to tell. It is a very different mindset this but it is what builds credibility, authority and reputation. Let your work, experience and ideas be the currency that places you as an authority in front of your target audience. The media is the stage and you are the show that everyone comes to see and hopefully returns to see.
Best practice tells us keep it personal, relative and with a value-add attitude in mind and you will see better traction. While traditional media is hurting in its development and in some cases its relevance there is no denying its credibility and reach. This may be just the right space for your story to be told when told well.
So when you are setting up or updating your media engagement strategy, take a step back and don’t answer to your sales department questions. Answer the questions of your clients. After all, your clients are the same as those of the media. Together you will do well and it will no longer be a media engagement you are looking at but maybe a media partnership.
This article was syndicated from Business 2 Community: Share Your Story
More Sales & Marketing articles from Business 2 Community: