How to develop a media strategy for your organization and go beyond a play-by-play approach to your publicity efforts. Presented by Kristie Aylett, APR, to the Oklahoma City chapter of PRSA July 15, 2009.
Kristie Aylett, APR
The KARD Group PR/Marketing
July 15, 2009
Presented to PRSA Oklahoma City
Copyright 2009, The KARD Group
Tactical or Strategic?
Releases serve only to support projects, events,
Each press release is a new project
Same reporters get blasted with multiple releases
Outreach is tied to goals, messages
Contact with specific reporters is tracked
Comprehensive approach encompasses all contact
Understand the Big Picture
Mission and vision
CEO’s, Board of Directors’ goals and projects
Other departments: finance, HR, legal, operations
Organizational key messages
Study the Market
Learn corporate issues faced by your target media
Know which reporters are writing stories you admire
Identify who’s getting the coverage you envy
Discover best practices
Assess Your Work, Results
Collect your output
Review past coverage
Categorize coverage by type: major stories, features,
briefs, column mentions, calendar items, etc.
Identify the stories that made a difference
Compare the two
What were the tools that sparked great coverage?
Which tools resulted in poor or no coverage?
Study Your Audience
Who is your target audience?
Why are they important to you?
Where are they located?
How do they consume media?
Study Your Media
What are their goals?
What are their challenges?
How do those open new opportunities for you?
Ask reporters, editors, producers about their
How could you improve?
What would they like to receive from you?
How did specific stories come about?
Become a Story-Teller
Identify compelling stories that reinforce
your key messages
Assess your pool of spokespeople
Story telling skills
Develop Your Strategy
Refine Your Tools
Graphics: photos, videos, charts
Thank-you notes, compliments
Calendar of known media touchpoints
Archive releases in a single binder, file
Assess timeliness, quality of writing, results
Document your coverage
Go beyond counting clips
Calls, attendance, share of voice, support/opposition
Conduct attitudinal research