PDA

View Full Version : Using the News Media for Advertising



spiatek
06-07-2006, 10:40 AM
Media: Friend or Foe? It’s your decision
By Shawn Piatek
Piatek Consulting

Rousing from your slumber to start another day in building your business empire, you pick up your local paper and begin leafing through the pages to find the picture of a familiar face - it’s your chief competitor, smiling most likely because he or she realizes the photo and accompanying story is a valuable piece of advertising that can’t be purchased.

Later that day, you turn on the local news and see another familiar face - another competitor being grilled by a reporter over reported improprieties linked to his or her business. There’s no smiles in this picture.

So what is it? Is the media a friend or foe to your business?

The reaction of all too many business owners is to avoid the media entirely for fear of being portrayed in a negative light. If they don’t know about you, they can’t make you and your business a public spectacle.

But if there’s something my decade-plus of working in the media has taught me, if you’re doing something wrong, the media is going to find you.
If your operation is on the up-and-up, what have you to fear? Actually, what you have to fear the most is missed opportunities at free advertising ranging into the thousands of dollars in value.

The media can be a friend - a very good friend. But it’s up to you, the business owner, to make the media work in your favor.

The pitch

As a business writer, I am pitched dozens of stories every day. I receive them by phone, fax and e-mail. Some catch my attention, others don’t.
So what is the most effective method. Well, actually, they all yield about the same results, but a different tact is needed for each.

But the pitch, in general, should remain the same. A successful pitch will tell me, very succinctly, who, what, where and when and will give me an indication as to why my readers will care. That last part - why readers or viewers will care - is the most important part.

Relaying the significance of your pitch will require some thought and imagination.

Think about what makes your business special. Are you involved in some charitable campaign? Is your business offering unique or cutting edge products or services in your area? Does your personal story have an interesting hook? What about your business’ growth?

Here are some examples of some great “hooks” the recently caught my attention:

- A couple opened this region’s first eBay storefront.
- A man who started his welding business 20 years ago in a garage with his father is now employing 800 people.
- A new home nursing agency experience such strong growth that it went from five employees to 40 in three months.
- A local man patented a new commercial vehicle breaking device that, pending DOT approval, will be placed on one company’s fleet of more than 500 trucks with other orders pending.

None of these people are any different than you. But they recognized the newsworthy aspect of what they do and sold their “hook” to the media. The result was thousands of dollars in free advertising that you simply cannot buy.

Making the pitch

The first step I always suggest is find out who your target should be with the media outlet you will approach. Generally speaking, newsrooms are broken into “beats” with each reporter covering a unique sector. Identify who your story would most appeal to and target that individual with your pitch.

For many business owners, the logical reporter to target would be the business beat writer. But that isn’t always the case or the person who will be most receptive.

Try contacting a general newsroom phone number, explain who you are and why you are calling, and ask who the best person to speak with might be. If they offer to transfer you, ask for that reporter’s extension and say you will call back later. This will give you a chance to refine your pitch instead of making it on the fly.

How to make the pitch can be tricky. When I present workshops to new entrepreneurs, I always tell them to “FEP” their pitch. What I mean is, Fax, E-mail, Phone.

We have all these wonderful forms of communication available to us, use them all. Send a fax, send an e-mail and follow up with a phone call.
In marketing, we talk frequently about “top-of-mind recognition.” This theory works, too, with gaining a reporter’s attention.

Making the pitch itself is where the real preparation comes into play. Spend time writing down your thoughts (which will comprise your press release to be faxed and e-mailed) about what information is most important for you to relay. Send the press release first so the reporter can have it in hand when you call.

Make note cards with a talking point or two on each one and have them in hand when you make the phone call. Some people can become very nervous when speaking to a member of the media. I’m not sure why that is - we’re people just like everyone else - but I have experienced it hundreds of times.

Open the actual conversation with a nicety - don’t just launch into the pitch. If you can humanize the conversation, the reporter is more likely to be receptive to what you have to say.

But be prepared to launch into the pitch soon there after. Newsrooms are a busy place and reporters generally have a few story ideas already waiting for their attention.

The first few seconds of the conversation should quickly relay the who, what, where and when as well as indicate why my readers or viewers will be interested. This is the person you must convince because each reporter - generally speaking - decides what is newsworthy and what is not.

Be prepared to go further with the story. If you catch a reporter on a slow news day, he or she may decide they want your story for the next day’s paper or the evening’s news.

Also be prepared to be rejected. Remember, reporters receive dozens of pitches every day and they only have so much time or space at their disposal.

Whatever you do, don’t allow one, two or 15 failed attempts dissuade you from trying again. Go back to the drawing board, refine your hook and give it another shot after a month or two has passed. It will all be well worth the effort when your competitor grimaces at seeing your smiling face in the morning paper.


Shawn Piatek is president of Piatek Consulting

oregano
01-23-2014, 08:16 AM
In my experience, it's not hard to find local newspapers, online news sites or local radio stations that would be pleased to interview people with interesting stories about building or running a business, non-profit or other organization. Prepare some interesting talking points and send them an email with some good photos attached, or simply call and introduce yourself, and you might be surprised to find that at least one or two of your local business reporters will bite. If you're reasonably well known in the community already, you might also be able to attract a lifestyle reporter to do a more relaxed profile on you for a weekend edition of your local paper, or a magazine.

Many reporters would actually be pleased to hear from a local entrepreneur with a story to tell - it could save them the hassle of going out and finding the material!

This is all good publicity for you, and it's free too!

delusional
01-24-2014, 05:31 AM
Hi Mr. Spiatek, I have a few questions.

How do you deal with media trying to put your business in a negative spotlight? Not saying I'm in this position but it could happen anytime.
Is it best to get in contact with a media source specific to your kind of business or can you use any type of media?

AlisonAgar
01-28-2014, 04:50 AM
Along with media there are many social network sites that are available for the business marketing. Social networking sites like facebook, twitter, linked in play a very viatal role in advertising the business.

printer
07-24-2014, 06:00 AM
As i Know local media is easy to find and social media sites like Twitter,Facebook,My space are also very effective to advertise your business.

Kimcuong0805
03-30-2020, 05:21 AM
https://tuichanel.com/tin-tuc/tui-chanel-va-goi-dau-tu-vo-cung-hap-dan-14

Figkomi
04-22-2020, 04:26 AM
advertising is a way of promoting your products or services and it can be done across the platforms. if you looking for best advertising service then try figkomi for more visit: https://www.figkomi.com/travel-business-leads/

mindcypress
04-27-2020, 08:25 AM
news media is one of the best way for advertising & promoting your business.

mindcypress
04-28-2020, 07:50 AM
local media is easy to find and social media sites like Twitter,Facebook,My space are also very effective to advertise your business.

vinitha seo
04-28-2020, 08:09 AM
Advertising Media. Advertising media refers to the various media channels through which advertising is done. Advertising media is used for showcasing promotional content which communicated in various forms such as text, speech, images, videos using TV, radio, online, outdoor etc.

master64
05-01-2020, 12:04 PM
Advertising media is used for showcasing promotional content which communicated in various forms such as text, speech, images, videos using TV, radio, online, outdoor etc. Basically they are channels through which companies can advertise their products and services to reach to customers.

lincy
05-04-2020, 04:18 AM
I prefer to use social media channels to promote services and products.

Artisingh1
05-04-2020, 09:46 AM
Advertising can also increase visibility within your industry, helping you attract partners that can expand your business. Indirectly, advertising helps you grow word of mouth referrals. The more new customers you gain through advertising, the more word of mouth those customers in turn will share with others.

vinitha seo
05-11-2020, 06:29 AM
Advertising is the art of arresting the human intelligence just long enough to get money from it.

emmastone
05-11-2020, 07:40 AM
In general, advertising is a way of promoting your products or services and it can be done across the platforms.

jayam
05-23-2020, 08:33 AM
Because the most revenue of commercial media is depend on advertising, ads makers usually use their economic power to censor and control the content or purchase content favorable to their interests (Baker, 1994). Advertisers make a larger contribution to the finances of the mass media than audiences.

valluri
05-23-2020, 08:48 AM
Advertisers who are cutting back on newspaper advertising are missing a beat. ... The results show that newspapers increase overall campaign effectiveness as well as boosting other media - newspapers make TV twice as effective and online display four times more effective.

emmastone
06-03-2020, 03:25 AM
Oasis Direct is Juice and Diary Manufacturer and Distributor in UAE.

jayam
06-12-2020, 03:19 AM
Newspapers offer valued advertising The trust and reliance readers place on newspapers have a hallow effect on advertising found within the medium. Research has shown consumers are not only open to press advertising, they rely on it as an essential shopping tool when making purchasing decisions.

valluri
06-12-2020, 03:34 AM
Local newspaper ads are great for small- to medium-sized businesses as they help increase brand awareness, product sales, new foot traffic, and repeat business. ... Flexible timelines and no limit to exposure with print ads as they can be viewed at leisure.

vinitha seo
06-12-2020, 09:28 AM
Mainly, advertisers affect the media by two means: both directly and indirectly ways. ... They determine the structure of media industries simply by choosing where to spend their money and support media outlets that reach the right demographic groups, audiences that consume the most.

TangelThor
06-15-2020, 01:41 AM
Mainly, advertisers affect the media by two means: both directly and indirectly ways. ... They determine the structure of media industries simply by choosing where to spend their money and support media outlets that reach the right demographic groups, audiences that consume the most.

Geethan
06-19-2020, 01:42 AM
Dear, what ever news paper u r reading in the world consists of atleast 25 to 40 sheets of paper and sometimes they will even cross that count. In addition to that cost for printing, transportation and employee salaries lot of things are there. Even then final cost is 5 or 6 rs. You will not get atleast 20 sheets of white paper in that cost. Then how…here comes the logic. TThey will crores and crorrs of rupees in the form of advertising. Depending upon the size and location of the ad the cost increases and sometimes they have to bear the loss if ads are less in some seasons. Finally they are masters in that balancing. Till the time the business people are there, no problem for the media means newspapers or news channels. Same is the case with electronic media. Thats the secret.. Hope it helps.

jayam
06-24-2020, 03:00 AM
10 reasons why you should be advertising in newspapers. Newspapers are trusted. Newspaper readers are the first to buy a new product or service among family and friends. Newspapers offer valued advertising. Newspapers help brands stay top of mind. Newspapers trigger call-to-action beyond other media.

valluri
06-24-2020, 03:06 AM
Mainly, advertisers affect the media by two means: both directly and indirectly ways. ... They determine the structure of media industries simply by choosing where to spend their money and support media outlets that reach the right demographic groups, audiences that consume the most.

jayam
07-11-2020, 11:38 PM
10 reasons why you should be advertising in newspapers. Newspapers are trusted. Newspaper readers are the first to buy a new product or service among family and friends. Newspapers offer valued advertising. Newspapers help brands stay top of mind. Newspapers trigger call-to-action beyond other media.

valluri
07-11-2020, 11:48 PM
Mainly, advertisers affect the media by two means: both directly and indirectly ways. ... They determine the structure of media industries simply by choosing where to spend their money and support media outlets that reach the right demographic groups, audiences that consume the most.

jayam
08-05-2020, 03:34 AM
Newspapers trigger call-to-action beyond other media Call-to-action is often at the core of an effective advertisement and the resulting sales figures are the benchmark for return on investment. Research shows readers are more likely to act on an ad they've seen in their local newspaper, rather than on TV or radio.

valluri
08-05-2020, 03:44 AM
(1) Direct Mail: This is one of the oldest types of advertising media. ...
(2) Newspapers and Magazines: ...
(3) Radio Advertising: ...
(4) Television Advertising: ...
(5) Film Advertising: ...
(6) Outdoor Advertising: ...
(7) Window Display: ...
(8) Fairs and Exhibition:

MASTERO
11-30-2020, 12:19 AM
The news is there just to create an audience for the advertisements. Ever since ... B: Electronic media still gets more revenue through add and they charge more.

jayam12
12-01-2020, 05:39 AM
Mainly, advertisers affect the media by two means: both directly and indirectly ways. ... They determine the structure of media industries simply by choosing where to spend their money and support media outlets that reach the right demographic groups, audiences that consume the most.

mithu
12-01-2020, 05:45 AM
Advertising media is used for communicating a promotional message. Examples include online banners, radio spots, billboards, television advertisements or in print media, ads in newspapers

Geethan
12-02-2020, 01:22 AM
Earned advertising is a more organic form that involves word of mouth, consumer reviews and free spots with media outlets, such as spot on a local TV news

lishmaliny
01-26-2021, 02:42 AM
Correct any false information. If incorrect information is being circulated, it is important to correct it.
Utilize facts to improve credibility.
Avoid appearing defensive.
Push other positives about the company.
Take advantage of social media.

Geetha
01-26-2021, 11:58 PM
Discover the benefits and costs of newspaper advertising along with 3 ... But fortunately, for printed media like newspapers and magazines

lishmaliny
01-30-2021, 03:17 AM
The advertising agency seeks the media for the sales and promotion of their clients product. The advertisement is necessary to aware people about commercial and for availing profit. The media in the form of newspaper, news channel and radio utilizes the opportunity to advertise the products.

Bigil
01-30-2021, 06:29 AM
Along with media there are many social network sites that are available for the business marketing. Social networking sites like facebook, twitter, linked in play a very viatal role in advertising the business.

lucycarter
02-02-2021, 07:28 AM
Yes News Media is an amazing option for marketing purpose. But you can not ignore offline marketing methods like promotional products for this purpose.

MASTERO
02-04-2021, 12:22 AM
Placing your ad in a newspaper provides you the advantage of knowing that your audience is much more likely to notice it because they habitually read that paper or magazine. They may take the time to read your ad and possibly act on a sale or offer.

Bigil
02-07-2021, 05:33 AM
Along with media there are many social network sites that are available for the business marketing. Social networking sites like facebook, twitter, linked in play a very viatal role in advertising the business.

Mikeandres2
02-09-2021, 07:06 AM
Charlotte Locksmith Service in Charlotte NC is a licensed, insured, and certified full-service locksmith in Charlotte, NC. With an experience over more than 10 years with all the required tools to handle all your locksmithing problems, whether it’s residential, commercial, automotive, car key replacement and more. We are here for you 24/7 for any locks or keys issues you might encounter, give us a call at any time even the odd hours of the day. Charlotte Locksmith Service locksmiths take care of our customers like family, with respect and kindness as they make sure to fix your issue and make sure you sleep well at night.

401 Clarkson Green St
Charlotte¸ NC
28202

Charlotte Locksmith Service

Nags
02-09-2021, 08:12 AM
Along with media there are many social network sites that are available for the business marketing. Social networking sites like facebook, twitter, linked in play a very viatal role in advertising the business.

IrenePullmancuM
03-01-2021, 04:31 PM
Recently, it is difficult to read in the media about anything other than the new coronavirus , because the pandemic has quickly and significantly changed our lifestyle, and the world economy will take a long time to recover from the consequences of the crisis. Discussions of quarantine are not without extremes: some believe that no measures will help and we will all get infected sooner or later, while others still claim that there is no new virus at all. In fact, I try to get news from truthful sources on https://news.kisspr.com after all, there I can find out information about a new virus.

lishmaliny
03-02-2021, 05:38 AM
The great part about newspaper and magazine advertising is that readers are actively looking to search for deals and coupons. Placing your ad in a newspaper provides you with the advantage of knowing that your audience is much more likely to notice it because they habitually read that paper or magazine.

jayam12
03-09-2021, 02:50 AM
ADVERTISEMENTS: Nine types of advertising media available to an advertiser are: (1) direct mail (2) newspapers and magazines (3) radio advertising (4) television advertising (5) film advertising (6) outdoor advertising (7) window display (8) fairs and exhibition and (9) specially advertising!

mithu
03-09-2021, 02:51 AM
Newspaper. Newspaper advertising can promote your business to a wide range of customers. ...
Magazine. Advertising in a specialist magazine can reach your target market quickly and easily. ...
Radio. ...
Television. ...
Directories. ...
Outdoor and transit. ...
Direct mail, catalogues and leaflets. ...
Online.

valluri
03-09-2021, 03:06 AM
Where to Start? ...
Really, Really Cheap. ...
Precise, Pinpoint Advertising. ...
Use Internet Search Advertising to Pinpoint Your Audience. ...
Match Your Advertising to Your Audience. ...
Driving People to Your Website. ...
Matching the Product or the Message to the Advertising. ...
Take a Wide Sweep.

Geetha
03-10-2021, 04:58 AM
News media and Advertising media are both components of broadcast media which are used for mass awareness marketing campaigns.

Bigil
03-12-2021, 11:23 PM
news media is one of the best way for advertising & promoting your business.

lishmaliny
04-01-2021, 06:30 AM
Newspaper advertising can target specific demographics that are traditionally more difficult to reach through other mediums. This allows advertisers to more effectively reach smaller, niche audiences, including those in specific geographical areas.

KENZAdvertising2
04-02-2021, 12:08 AM
IN THIS TECH SAVVY WORLD, it's IMPORTANT FOR YOUR BUSINESS to help NOTICED ONLINE THROUGH GOOGLE ADS (ADWORDS) PPC addresses pay-per-click. It is such a web progressing during which supporters pay an expense whenever one among their ads is clicked. At the day's end, pay-per-snap might be an elevating structure to direct people to your site through the Google program and on other solicitation partners.

Geetha
04-02-2021, 01:11 AM
Advertisements disguised as News! — Such use of news time to promote entertainment has come under criticism of late.

debora
04-02-2021, 02:02 AM
The news media are those components of the mass media that aim at delivering news to the public or a target audience. These comprise print media – newspapers and newsmagazines, broadcast news – television and radio, and nowadays, the internet – news, blogs, online newspapers, etc. The daily media shape the cultural, social, political and dominant picture of the society. Independent news sources have emerged to report on events that escape the attention of major stories. In the past few years, the blogosphere has taken reporting a step further, mining down to the perceptions and experiences of individual citizens.

Characteristics of News Media

Digital
The data collected is converted into binary codes that allow people to access data in a way that is faster and easier. The data can be found as an output and it can be seen as online sources in the form of output.

Interactivity
News media grant users and consumers to get more involved in the various activities of the media. It can be in the simplest of forms such as writing a review for a place or commenting on a news piece.

Networking
This key trait of the news media is the availability of sharing content with the help of the internet. A basic example would be your consumption of media texts and how now we have a huge number of discriminated texts available in different ways.

MASTERO
04-03-2021, 01:02 AM
Advertisements disguised as News! — Such use of news time to promote entertainment has come under criticism of late.

Muthuraj
04-03-2021, 01:20 AM
Nowadays online advertising top in the marketing world. Using news and media advertising is one of the best ideas to market your product or services.

KENZAdvertising2
04-03-2021, 06:26 AM
Our PPC specialists will help you discovered the mission with the exact cycle needed to encourage greatest achievement, improve and review the missions consistently. Careful steps for advancing your business through PPC!

Bigil
04-03-2021, 09:20 AM
it's not hard to find local newspapers, online news sites or local radio stations that would be pleased to interview people with interesting stories about building or running a business, non-profit or other organization. Prepare some interesting talking points and send them an email with some good photos attached, or simply call and introduce yourself, and you might be surprised to find that at least one or two of your local business reporters will bite.