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Develop Your Media Strategy


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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.

Published in: Business, News & Politics
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Develop Your Media Strategy

  1. 1. Kristie Aylett, APR The KARD Group PR/Marketing 228-826-5650 July 15, 2009 Presented to PRSA Oklahoma City Copyright 2009, The KARD Group
  2. 2. Tactical or Strategic?  Tactic  Releases serve only to support projects, events, announcements  Each press release is a new project  Same reporters get blasted with multiple releases  No plan  Strategy  Outreach is tied to goals, messages  Contact with specific reporters is tracked  Comprehensive approach encompasses all contact with media
  3. 3. Understand the Big Picture  Mission and vision  Strategic plan  CEO’s, Board of Directors’ goals and projects  Other departments: finance, HR, legal, operations  Funding challenges  Pending legislation  Organizational key messages
  4. 4. 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
  5. 5. 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?
  6. 6. Study Your Audience  Who is your target audience?  Why are they important to you?  Where are they located?  How do they consume media?
  7. 7. 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 preferences  How could you improve?  What would they like to receive from you?  How did specific stories come about?
  8. 8. Become a Story-Teller  Identify compelling stories that reinforce your key messages  Assess your pool of spokespeople  Media training  Story telling skills
  9. 9. Develop Your Strategy  Audience  Story opportunities  Geographic scope  Target media
  10. 10. Refine Your Tools  Releases  Feature stories  Advisories  Calendar items  Story synopses  Pitch messages  Media lists  Graphics: photos, videos, charts  Thank-you notes, compliments  Calendar of known media touchpoints
  11. 11. Measure Results  Output  Archive releases in a single binder, file  Assess timeliness, quality of writing, results  Outcomes  Document your coverage  Analyze content  Action  Go beyond counting clips  Calls, attendance, share of voice, support/opposition  Conduct attitudinal research