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Public Relations and Working with the Media Print media coverage can be a fantastic marketing option for your business. One of the major advantages is that this coverage is seen by readers as being more objective than advertising. It also tends to provide more information and background than other forms of advertising. The obvious disadvantage is that you have little control over what is written, which makes it even more important to have a well-developed media strategy and know how to deal with media. As your business develops consider what media angles you might have, for example any quirky stories, new products, or personalities involved in your business, which you think would make a good story. Also, start compiling a list of media. If you are targeting domestic visitors, find out details of media in your region and other target areas - your RTO may be able to help. You can also find media guides at most public libraries. Most metropolitan daily newspapers have travel pages as do some Sunday papers and lifestyle magazines. If your focus is international, Tourism New Zealand’s international media programme could be an option. See Working Internationally for more information. The media release If you are hoping to get media coverage of your product or service, a fundamental tool is an effective media release - and anyone can write one. The rule of a media release is to get your most important information in the first few paragraphs - only a few journalists will continue reading to the very end of your piece. This means identifying what your news angle is. Will it be interesting to a wider audience? Make sure you have an eye-catching headline, the vital information in the first paragraph, and quotes from your organisation in the second or third paragraph. At the end of the media release ensure you list a range of contact options for your media spokesperson - and make sure all your staff know who the spokesperson is. In general, your press release should not be more than one A4 page. Use at least 12-point font to make it easy to read when it comes off a fax. Once you have sent the release (by fax or email usually) you can follow up to check that it has been received, and gauge any interest. Working with the media If there is media interested in covering your business, you should make it as easy as possible for them to write the best story. Basics could include: • Have a media kit ready - including a sheet of background facts and figures, another copy of your media release, other story angles, your image CD containing high-resolution images, and your business card. • If you are being interviewed, do some preparation to ensure you know what kind of audience the media goes to. Think about the points you would like to speak about before the interview - some media will even supply you with questions ahead of time so you can prepare. • Help the media to identify other characters or advocates who could help fill out your story. While media coverage is free, it will take some time commitment to achieve, and make the most of. Interview tips Your first media interview can be a scary proposition. Preparation is the key. You are the expert on your business, and generally media are not looking to trap you into saying something you don’t want to. Instead, by providing some snappy quotes and giving them good information, you are actually more likely to achieve positive media coverage. Some hints when talking to media: • Before you speak to them think about what their story is, so you can prepare relevant information. • Prepare some key messages, and try to speak to those. • Keep it simple; don’t talk in jargon. • Be helpful. • Try to convey your excitement and enthusiasm about your business. Face-to-face marketing You are the best marketing tool for your business, so make the most of any promotional opportunities. |