Media Strategies
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Media Strategies
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Report
Marketing
From Jennifer Hellman of Goff Public
GrantErickson5Follow
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Media Strategies
- MINNESOTA ASSOCIATION OF CVBS I JUNE 2, 2021
- Jennifer Hellman Principal/COO @CrisisCoach Introduction
- About Goff Public
- CURRENT STATE OF THE MEDIA (AND SOCIAL MEDIA)
- Where do you get your news?
- How people prefer to get news 0% 10% 20% 30% 40% 50% 60% News websites, apps and social media Radio TV Print Pew research from the Twin Cities metro area, 2021.
- Communications have changed dramatically – and the trends started long before the pandemic
- The power of social media ◦ People are turning to alternative sources of news more than ever before ◦ 51% of U.S. adults report increased social media use during the pandemic ◦ A single post can spark a worldwide movement
- Images are powerful
- Images are powerful
- Images are powerful
- “Activists gather outside of Minneapolis Police Union Chief Bob Kroll’s home" “Electoral college protests rally at Minnesota Capitol" Activists are organizing more quickly “Protesters gather at Line 3 construction site in Aitkin County"
- News media is still influential ◦ 73% of U.S. adults trust their local newspapers (59% for national newspapers) ◦ 85% of U.S. adults seek out credible, third-party articles and reviews when considering a purchase ◦ 80% of business decision-markers prefer to learn about companies in news articles versus advertisements
- The rise of pay-for-play As newspapers close their doors, there has been an increase in sponsored news content.
- Paid influencers are everywhere
- …and working with influencers can be controversial “Minneapolis abandons plan to pay influencers during Derek Chauvin trial” “State paid Andrew Zimmern $57,000 to promote Minnesota as tourist spot”
- THINK LIKE A REPORTER
- What motivates reporters? ◦ Producing stories that drive change or question the status quo ◦ Telling stories in a compelling way ◦ Their editors ◦ Getting a story first ◦ Audience metrics – shares, comments ◦ Getting recognized (awards) or getting promoted to a larger market ◦ Having their stories go national “CNN crew arrested by Minnesota State Patrol amid George Floyd protests”
- Building relationships ◦ Understand what they’re interested in covering ◦ Get to know them over a professional coffee ◦ Follow up with them after a story ▪ To thank them – not just provide corrections ◦ Act as a community resource ▪ Be available as a subject matter expert, even for stories that don’t immediately impact your interests ◦ REMEMBER: There is no such thing as a casual conversation with a reporter How do you develop relationships with anyone?
- THE SEVEN CATEGORIES OF NEWS
- There’s no magic wand
- News is… timely “Otter Tail County hearing pushback on Governor's Fishing Opener”
- News is… unique “Warroad, Minn., comes together on a miles-long skate path”
- News… affects a large audience “Mayo Clinic Health System to permanently close 5 locations”
- News is… controversial “Church identified as hate group granted permit in Minnesota town”
- News… follows trends “Mankato Brewery, Hy-Vee team up for pop-up vaccine clinic”
- News is… clickable “Video: Storm chaser's vehicle totaled in violent collision with deer”
- News is… localized “Younger than that now: On Bob Dylan’s 80th birthday, Minnesota politicians weigh in on their favorite Dylan songs”
- The more components a story has, the more newsworthy it is
- Why did this make news? “Summer of travel: Minnesota businesses expect significant recovery” Categories of news: ❑ Timely ❑ Unique ❑ Affects a large audience ❑ Controversial ❑ Follows trends ❑ Clickable ❑ Localized
- Why did this make news? “With Canada closed, northern Minnesota lake community sets voluntary walleye limit out of overfishing concern” Categories of news: ❑ Timely ❑ Unique ❑ Affects a large audience ❑ Controversial ❑ Follows trends ❑ Clickable ❑ Localized
- CREATE MESSAGES PEOPLE CONNECT WITH
- COMMUNICATION IS AN ART, NOT A SCIENCE
- Messaging best practices ◦ “Why” before “what” ◦ Know your elevator speech ◦ Think of messages in themes – no more than three ◦ How you share them: ▪ Use facts and figures ▪ Include a call to action
- REPUTATIONS
- Every community has their fair share of challenges There’s no region free of controversy.
- “‘We must restore peace’: Minneapolis burns during 2nd night of protests over George Floyd’s death”
- “Sheriff says tree placed on Highway 61 out of fear of ‘spreading COVID-19 in Cook County’”
- “Suspect charged with 7 felonies in connection to St. Cloud Wells Fargo hostage standoff”
- “What’s the deal with the walleye crisis on Mille Lacs?”
- “Man arrested in connection to hate messages at Fargo-Moorhead mosque”
- Any small town has the potential to be the next story in the New York Times “A ‘community for all’? Not so fast, this Wisconsin county says.”
- Be willing to change and re-invent yourself “Big bass fishing tournament heads to Mille Lacs Lake” ◦ There are also many wonderful opportunities ◦ Highlight and celebrate your region’s unique culture
- BEST PRACTICES
- Best practices ◦ Survey your members frequently for story opportunities ◦ Workshop your tourism campaigns ◦ Set up Google alerts for your region and key businesses contributing to tourism ◦ Become a curator of your community’s positive news coverage ▪Share widely ▪Specifically point out why you’re sharing ◦ Be the champion of your community
- QUESTIONS?
- Stay in touch! Jennifer@goffpublic.com @crisiscoach