BlueChip's guide to getting media results - framing for success in media relations.

1. THE BLUECHIP* GUIDE TO GETTING MEDIA RESULTS
FRAMING FOR SUCCESS IN MEDIA RELATIONS
Stage 1: Plan
Define communication objectives that clearly support business goals
1. £
and link to marketing strategy
2. Cleary articulate a differentiated position (internally and externally) £
3. Identify your target audience(s) and the media that influences them £
4. Create a clear and realistic picture of what success looks like (KPIs) £
5. Craft concise key messages (that are interesting and consistent) £
Assign spokespeople who are media trained and ‘comment ready’
6. £
(accessible, engaged, practiced)
Pick your ground carefully – find ‘white space’, e.g. topic(s) you
7. £
can own
8. Allocate resources (budget, content, management time) £
9. Plan your topics and activity around the financial/economic calendar £
BlueChip Communication is Australia’s leading financial services communication firm.
*
We offer communication consulting, training, counsel, social media and content services.
Contact Katharine Verville or Carden Calder on + 61 2 9018 8600 for more information about media relations
or to join our next financial services communication event.
Follow us on Twitter at @BlueChip_Comm for the latest in financial services, public relations and social media.
Great Effective Proven Learn & Media
clients partners approach Innovate results
Follow us
@ BlueChip_Comm
Contact: bluechip@bluechipcommunication.com.au
twitter.com/BlueChip_Comm
or call us on 02 9018 8600

2. Stage 2: Implementation
Research and personalise media pitches – know who writes about
10. £
what
11. Deliver messages in simple, consistent sound bites £
Follow up (intelligently) with journalists for feedback to ensure
12. £
content meets their needs, not just your own
Be proactive with tactics media responds well to (e.g. media release
13. £
vs. one-on-one briefing)
…and reactive to capitalise on news of the day, topic ‘momentum’
14. £
& seasonality
Make an effort to understand how the media works – it is not
15. £
payment for placement
16. Know what is newsworthy and what is not £
Stage 3: Evaluate & refine
17. Reduce risk by having a contingency plan for negative media £
18. Evaluate (and re-evaluate) to learn from success and failure £
Keep the whole company (not just media spokespeople) across
19. £
media messages and coverage
20. Persist! £
Current as at 1 September 2012.
Email us at bluechip@bluechipcommunication.com.au to receive quarterly financial services communication & social media news.
Great Effective Proven Learn & Media
clients partners approach Innovate results
Follow us
@ BlueChip_Comm
Contact: bluechip@bluechipcommunication.com.au
twitter.com/BlueChip_Comm
or call us on 02 9018 8600