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How to develop a media strategy for your organization and go beyond a play-by-play approach to your publicity efforts. Presented by Kristie Aylett, APR, to the Oklahoma City chapter of PRSA July 15, 2009.
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Kristie Aylett, APRThe KARD Group PR/Marketing
July 15, 2009Presented to PRSA Oklahoma City
Copyright 2009, The KARD Group
Tactical or Strategic?Tactic
Releases serve only to support projects, events, announcements
Each press release is a new projectSame reporters get blasted with multiple releasesNo plan
StrategyOutreach is tied to goals, messagesContact with specific reporters is trackedComprehensive approach encompasses all contact with
media
Understand the Big PictureMission and visionStrategic planCEO’s, Board of Directors’ goals and projectsOther departments: finance, HR, legal, operationsFunding challengesPending legislationOrganizational key messages
Study the MarketLearn corporate issues faced by your target mediaKnow which reporters are writing stories you admireIdentify who’s getting the coverage you envyDiscover best practices
Assess Your Work, ResultsCollect your outputReview past coverage
Categorize coverage by type: major stories, features, briefs, column mentions, calendar items, etc.
Identify the stories that made a differenceCompare the two
What were the tools that sparked great coverage?Which tools resulted in poor or no coverage?
Study Your AudienceWho is your target audience?
Why are they important to you? Where are they located? How do they consume media?
Study Your MediaWhat are their goals?What are their challenges?
How do those open new opportunities for you?Ask reporters, editors, producers about their
preferencesHow could you improve? What would they like to receive from you? How did specific stories come about?
Become a Story-TellerIdentify compelling stories that reinforce
your key messagesAssess your pool of spokespeople
Media trainingStory telling skills
Develop Your StrategyAudienceStory opportunitiesGeographic scopeTarget media
Refine Your ToolsReleasesFeature storiesAdvisoriesCalendar itemsStory synopsesPitch messagesMedia listsGraphics: photos, videos, chartsThank-you notes, complimentsCalendar of known media touchpoints
Measure ResultsOutput
Archive releases in a single binder, fileAssess timeliness, quality of writing, results
OutcomesDocument your coverageAnalyze content
ActionGo beyond counting clipsCalls, attendance, share of voice, support/oppositionConduct attitudinal research
