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.
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Develop Your Media Strategy
1. Kristie Aylett, APR
The KARD Group PR/Marketing
228-826-5650
ka@kardconsulting.com
July 15, 2009
Presented to PRSA Oklahoma City
Copyright 2009, The KARD Group
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. 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. 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. 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. Study Your Audience
Who is your target audience?
Why are they important to you?
Where are they located?
How do they consume media?
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. Become a Story-Teller
Identify compelling stories that reinforce
your key messages
Assess your pool of spokespeople
Media training
Story telling skills