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Media Savvy - How To Lead, Persuade And Influence


The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation and identity.

Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).

My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.

I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.

Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.

But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.

The only way to build your reputation is by learning the secrets of how the media works and we can help you do that.

10 Tips

These are 10 success tips that will help managers and leaders get the best from the media.

1. Know Your Strengths. What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert.

2. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service?

3. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media?

4. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, community newsletters?

5. What is your key message? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.

6. Build your case? What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have?

7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press release to control the information flow.

8. Develop long-term relationships with the media. Visit and meet them face to face. Network and get to know them.

9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.

10. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. April / 26 / 2018

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Facebook to clearly label political advertising in Britain - Reuters

Reuters

Facebook to clearly label political advertising in Britain
Reuters
LONDON (Reuters) - Facebook will introduce new measures to improve transparency around advertising in Britain and require political ads to be clearly label led, an executive said on Thursday, as he faced questions in parliament over a data scandal ...
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Amazon advertising is now worth $2 billion - Digiday

Press Gazette

Amazon advertising is now worth $2 billion
Digiday
Amazon's advertising power continues to grow. The Seattle-based e-commerce company reported in its first-quarter 2018 filing that “other” revenue — which it said “primarily includes sales of advertising services” — grew 132 percent year over year to ...
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PayPal Headlines Dosh's $44M Payday for Advertising-Rebate Business - Xconomy

Xconomy

PayPal Headlines Dosh's $44M Payday for Advertising-Rebate Business
Xconomy
Austin—Dosh, a fintech and advertising startup that gets consumers cash back on certain purchases, has raised a $44 million Series A round of funding from some big-name investors, including PayPal. Dosh, founded in 2016, has had an active start to ...

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Group proposes advertising, marketing standards for marijuana ... - Marijuana Business Daily

Marijuana Business Daily

Group proposes advertising, marketing standards for marijuana ...
Marijuana Business Daily
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Report: Millennials least influenced by retail advertising, most active tech adopters - Marketing Land

Marketing Land

Report: Millennials least influenced by retail advertising, most active tech adopters
Marketing Land
It may be that different generations have always shopped differently. However, new research from Euclid shows that millennials stand apart from earlier generations in their shopping habits and use of technology. The new Euclid report (registration ...

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Wonderful, Digg Is Now Owned by an Advertising Company - Gizmodo - Gizmodo

Gizmodo

Wonderful, Digg Is Now Owned by an Advertising Company - Gizmodo
Gizmodo
Digg has been sold by its former owner, Betaworks, to ad-tech company BuySellAds for an undisclosed amount. The story, first reported by FastCompany, comes nearly a month after the news aggregation site shut down its RSS client Digg Reader. You could ...
Digg sells to BuySellAds, an ad tech company - Business InsiderBusiness Insider

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Twitter Posts Q1 Earnings Beat On Surge In Video Advertising Revenue - Forbes

Forbes

Twitter Posts Q1 Earnings Beat On Surge In Video Advertising Revenue
Forbes
Twitter's video-advertising push bolstered a top- and bottom-line beat on Wednesday morning, when the firm reported its second quarter of positive net income. The San Francisco social media giant reported non-GAAP earnings of $123 million, or 16 cents ...

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Facebook removes accounts advertising stolen identities - Reuters

Reuters

Facebook removes accounts advertising stolen identities
Reuters
(Reuters) - Facebook Inc has removed a number of accounts and pages that advertised and sold social security numbers, addresses, phone numbers, and alleged credit card numbers of dozens of people, following a report by news website Motherboard. FILE ...
Facebook Has Hosted Stolen Identities and Social Security Numbers for YearsMotherboard

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Marquee advertising policy approved - Gustine Press-Standard

Gustine Press-Standard

Marquee advertising policy approved
Gustine Press-Standard
Currently, the city's available message spaces on the marquee are specifically allocated. According to a staff report, the rotation of 15 messages passes each two minutes, each with a duration of eight seconds. Two messages are allocated for “Welcome ...

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Southwest Stops Advertising After Engine Failure, Takes Revenue Hit - Aviation Week

Southwest Stops Advertising After Engine Failure, Takes Revenue Hit
Aviation Week
Southwest Airlines executives said they do not believe it is yet appropriate to resume television advertising in the aftermath of the April 17 Boeing 737-700 engine failure that resulted in a passenger fatality, conceding this may slow the carrier's ...

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