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Understanding the
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Successful PR, Branding, Publicity,
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Understanding the
Media and Pleasing the Media Leads to
Successful PR, Branding, Publicity,
Marketing and Public Relations
Part 4
Why the media says no to your pitch.
· Treating the media as second-class citizens
· Assuming they are there to do your PR bidding
· You don’t take into consideration that they are busy with all the branding and publicity pitches
· You don’t care if they are on the other line talking to another public relations person
· You take them off your mailing list when they are unemployed. Not media savvy
· You think you are their best friend and that they are yours
· You think that just because they wrote on your PR, marketing and branding ideas before that they will do it again
· You think that because you have to offer them public relations strategic relationships you are just the best thing next to sliced bread
Remember, successful PR begins and ends with you understanding the media, appreciating them, and pleasing them. Be respectful of the media. Give them what they need so they can give their audience what it wants. Be a good resource. It will come back to you some time, some day, some way.
The next blog post, #5 in this series of Understanding the Media and Pleasing the Media is about “How do I learn how to please them and give them what they want?”
Do what Raleigh Pinskey says:
“Go for it…Promote & Prosper!”®
Raleigh Pinskey
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Understanding the
Media and Pleasing the Media Leads to
Successful PR, Branding, Publicity,
Marketing and Public Relations
Part 3
What PR, marketing, and branding media savvy topics will make the media open their arms and say yes to giving you publicity coverage?
· Timely / Current events or tie-ins
· Crisis of any kind, animal vegetable or mineral
· Emotional subjects
· Controversial subjects
· Entertaining subjects
· Problem solving topics
· Subjects that fill a need
· Subjects that fill a void
· Subjects that educate
· Subjects that empower and enlighten
· Subjects that heal
· Something the audience doesn’t already know
What makes you media savvy? It’s by understanding the media and pleasing the media. This is accomplished by dealing in wants, not needs. How? By pitching a story that draws from the readers wants, not their needs, from their agenda not their needs.
And remember. The total overview
to get your branding, marketing,
PR, publicity and public
relations needs met is to
satisfy the needs of the
advertising department and the
publisher. Their needs, wants
and desires include media savvy
stories that will interest their
audience, sell papers or TV
advertising time, which brings
in a readership and
an audience.
My next blog installment is #4 in this series of Understanding the Media and Pleasing the Media. It will answer the question, “What makes the media say no to coverage?”
Branding, Public Relations, PR, Marketing and Publicity successes can be yours at www.promoteyourself.com
Do what Raleigh Pinskey says:
“Go for it…Promote & Prosper!”®
Raleigh Pinskey
| |
Understanding the
Media and Pleasing the Media Leads to
Successful PR, Branding, Publicity,
Marketing and Public Relations
Part 2
Sharing media savvy secrets of the inner lives of the media to give you a leg up for Successful PR campaigns. The quote sums up for me this matter of understanding the media. (Not including the tabloids and shock broadcasting in this picture.)
“I am not in the business of providing a free ad or promotional service for anyone whether I know them or not. My job is to write a balanced, compelling story with news value for my readers. I am more interested in issues of impact than image, and if you give me that, then and only then can we strike a deal."
Question: Do the media like to form relationships with people who are pitching them?
Answer: What I have learned from my 28 years of successful PR, branding, marketing and public relations is that the media’s definition of a relationship is, that they are interested in you playing your part. This “part” is about understanding the media and pleasing the media. Doing it professionally, with dignity, and with competency. In short, media people are not interested in being your friend.
Question: What’s the rule of thumb for inviting the media out to a meal or a drink?
Answer: This policy rests
solely on the personal
preference of the individual
media person.
The sign above the desk of a media person I interviewed says: “Lunch Yes. Lunch with the media, NO.”
And on the other side of this is the very widely known fact of how you get the some media to an interview, a performance, a media junket or a media conference, is to paraphrase a famous movie, “If you feed them they will come.”
I have known media who prefer to do the interview over a meal because it takes them away from office and its interruptions. Conversely I have known media who shudder at any thought that involves having a face to face…with anyone.
And there are those that will always refuse your request to share the dining experience when you have an intent of getting an article or a decision in your favor on a controversial matter, or to attempt to change their already stated position. Doing this can severely inhibit the formation of an otherwise fruitful relationship.
So what’s the bottom line to understanding the media?
What you need to know is that the media are there to please their audience and their editorial bosses, not you. The ultimate concern of any media outlet is advertising dollars. Advertisers want to be where there are numbers / dollars – which translates to readership. Readership comes from great editorial.
Understanding the media, pleasing the media is giving them what their audience, editor, and advertisers want. If you do this you are the ultimate in being media savvy, and the decision makers will embrace you with open arms. Open arms means successful PR. Successful PR contributes to branding success, lots of publicity and marketing and ultimately makes you a star at relating to the public, or as we say, doing public relations.
My message to you as you try understanding the media, pleasing the media and appearing media savvy is, “You don’t know until you ask. And when you do ask…, Caveat Emptor… Buyer Beware.
Here’s to your many PR, Branding, Publicity, Public Relations, and Marketing successes. Sign up for my Branding Possibilities Newsletter, at http://www.promoteyourself.com filled with events, news and views to help show you the way.
My next thread, #3 in this series of Understanding the Media and Pleasing the Media will answer the question, “What PR, marketing, and branding media savvy topics will make the media open their arms and say yes to giving you publicity coverage?”
Do what Raleigh Pinskey says:
“Go for it…Promote & Prosper!”®
Raleigh Pinskey
| |
How Understanding
the Media and Pleasing the Media Leads to
Successful PR, Branding, Publicity,
Marketing and Public Relations
Part 1B
More Intro Tips to Pleasing the Media
My second Intro Tip on understanding the media and pleasing the media to obtain successful PR is to apply media savvy logic to this situation I described above. The more you know about someone, about their expectations, needs and requirements, the better your interaction will be. The more successful PR you will experience. The more exposure you’ll get for your branding, marketing and public relations efforts.
My advice, learn everything you can about the inner workings of the media mind. In other words, heed the saying, “when in Rome do as the Romans do.”
Knowing exactly what is the media’s job is critical for getting done what you need them to do. Understanding this will keep you out of the fire and off the list. The “I will never talk to them again” list.
I know a lot about this subject. I asked 100 media what they DIDN’T want, and what they wouldn’t stand for from a seemingly media savvy person who was pitching a story. The information It is available on 8 audio CDs titled Your Ph.D in PR, at www.promoteyourself.com While you’re there, sign up for my newsletter.
So, that’s how intricate the subject is on pleasing the media. How fascinating understanding the media is. The next several blog postings will address this information.
My next blog post installment, #2 in this series of Understanding the Media and Pleasing the Media will discuss, “Sharing some media savvy secrets of the inner lives of the media to give you a leg up for Successful PR campaigns.”
Do what Raleigh Pinskey says:
“Go for it…Promote & Prosper!”®
Raleigh Pinskey
| |
How Understanding
the Media and Pleasing the Media Leads to
Successful PR, Branding, Publicity,
Marketing and Public Relations
Part 1A
Intro Tips to Understanding the Media
Occasionally a rumor surfaces around the notion that members of the media are not human. I am here to say, that in 28 years, I have very rarely experienced this. The reason I have managed to please the media and therefore experience successful PR, branding, publicity, marketing and public relations, is that I take the time for understanding the media. For pleasing the media by honoring their wants, needs, desires and emotions.
I find it amazing that even from media savvy people I am questioned often with “Why should we spend time understanding the media? Or learning about pleasing the media? ”
Often the media savvy person on the other side of the discussion usually feels that the media is there to please them. “After all, we are always being told that the media has lots of empty space and air time, and they need lots of copy to fill it. And, if we provide them with branding, marketing and publicity material they will report on it. And if this is so, then they should understand and please us.”
Tune in for more Intro Tips in my next thread.
This information is taken from “Your Ph.D. in PR” available http://tinyurl.com/3alonc
Do what Raleigh Pinskey says:
“Go for it…Promote & Prosper!”®
Raleigh Pinskey
| |
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