Media Savvy - How To Lead, Persuade, And Influence

Media management has become one of the strategic tools for managers and leaders to drive marketing opportunities, communicate key messages, achieve social change or influence Government. Media and Communications Consultant, Thomas Murrell* shares 10 success tips for getting the best from the media.

The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation and identity.

Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).

My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.

I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.

Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.

But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.

The only way to build your reputation is by learning the secrets of how the media works and we can help you do that.

10 Tips

These are 10 success tips that will help managers and leaders get the best from the media.

1. Know Your Strengths. What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert.

2. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service?

3. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media?

4. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, community newsletters?

5. What is your key message? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.

6. Build your case? What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have?

7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press release to control the information flow.

8. Develop long-term relationships with the media. Visit and meet them face to face. Network and get to know them.

9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.

10. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.

In The News:

Year-End Lists Provide Spark for PR Strategy  PR News - For Smart Communicators
4 New PR Priorities for 2020  Business 2 Community
PR students organize campaign for local seasoning company  The Reveille, LSU's student newspaper
ESG: PR or Societal Play?  Directors and Boards
PR and Communications Pros on Slack: Join the Community  PR News - For Smart Communicators

Managers Who Tap Into PRs Value

Business, non-profit and association managers get a ton of satisfaction... Read More

Media Relations: When Numbers Lie

NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More

Lets Blow The Lid Off Public Relations

And show it for what it is - a humdinger... Read More

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

Why News Releases Fail

Sorry about my otaku with this issue (otaku = more... Read More

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

How To Write A Press Release: The 10 Commandments Of A Great Lead Paragraph

How to write a press release is a major challenge... Read More

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

New business owners often miss out on publicity opportunities because... Read More

The Worst PR Mistakes

For a business, non-profit or association manager, they could be... Read More

The Working Case Study

Next to white papers, case studies are the most popular... Read More

PR and the Small Matter of Results

As a business, non-profit and association manager, how satisfied are... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More

How To Get Zero Cost Publicity For Your Business Part 2

This is the ending to my previous article, How to... Read More

When Tactics Are Not Enough

Your public relations people are busy. The buzz is all... Read More

Post Your Press Release Online ? For Free!!

Are you launching a new product or website? Announcing a... Read More

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

The Ratings are Coming

Small businesses have always known the importance of word of... Read More

Perception Persuasion Behavior: PR at Work

Managers ? the business, non-profit and association sort ? really... Read More

PR: Ouch! Tells the Tale

Ever get the feeling that your public relations program isn't... Read More

How To Get FREE Publicity Whenever You Want !

What you are about to read is a step by... Read More

Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best... Read More

Best Approach For Free Advertisement

Product/service publicity is the superhighway to business success everyone dreams.... Read More

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

Oprah! How to Appear on The Oprah Winfrey Show

Do you dream of being on Oprah Winfrey's television show?... Read More

Do You Have an Exclusive Market Segment?

You do if you're a business, non-profit or association manager... Read More