Advertising dollars are actively searching for a place to go. With the economy apparently on the upswing, consumer confidence rising and media opportunities fragmenting, advertisers face a large quandary over where to put their messages. Marketing executives are finally recognizing that throwing money at product launches won’t make them fly. Instead, reaching consumers effectively is increasingly important.
One of the most valuable things a company can do is establish good relationships with the media. This does not mean bugging media members to death – it means becoming a valuable resource that journalists and editors can rely on for solid information in your industry. Here are several methods to get on good terms with the media.
The New York Times (The Twilight of the Information Middlemen) reports that more and more news is coming to consumers straight from the source, rather than being filtered by news outlets and media centers. This presents opportunities to companies looking for ways to get stories to the public.
The authors of the book "The 5 Paths to Persuasion" believe that no sales pitch will succeed unless it resonates with a buyer’s mindset. This is true not only for sales, but for messaging. An interview with a reporter can be worth millions of dollars – or it can ruin your reputation. This book provides operating rules that can help you prepare for your next media communication.