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Objectives
Communications with the media should be considered in the context of your overall marketing strategy, and like every other facet of that strategy, it should address specific objectives.
Questions which are useful to help you identify these objectives are:
— who are we trying to reach?
— what do we want to tell them?
— what do we want them to do?
Media Campaign Elements
Elements that may be considered as part of a media campaign are:
- media alert — an announcement of a forthcoming event or launch
- press conference — providing the media with an overview
- media release — highlighting the most newsworthy angles
- telephone or letter approach to organise interviews
- follow-up
stories.
Presenting Your Information
The media release is the most popular way of informing the media
of something you want reported. The aim is to grab the attention
of a busy journalist, who will in turn need to grab the attention
of readers.
- Print it on letterhead if possible
- Date it
- Title it "Media Release" and include a short heading explaining
what it is about
- Type in 1.5 spacing and leave wide margins on either side for easy sub-editing
- Write in short paragraphs
- Keep the media release to one page
- Conclude with contact details for further
information
- Your writing style needs to be clear, arresting, accurate, specific,
timely and concise
- Put all the important points in the introduction — who, what, where,
why and how
- After the introduction, all the information should be concluded in decreasing
order of importance
- Treat journalists with the rsame espect you would like by ensuring your
release has news value.
Need Some Assistance?
Too busy organising the other aspects of your event or launch to plan and implement your media strategy? Don't worry, we're here to help.
LUCID Marketing Communications can plan an effective media strategy, write your media releases and make all the required contact with the appropriate media.
Please contact us today to discuss your needs. |
