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THE BLUECHIP* GUIDE TO GETTING MEDIA RESULTS
Stage 1: Plan
1.Define communication objectives that clearly support business goals and link to marketing strategy £
2. Cleary articulate a differentiated position (internally and externally) £
3. Identify your target audience(s) and the media that influences them £
4. Create a clear and realistic picture of what success looks like (KPIs) £
5. Craft concise key messages (that are interesting and consistent) £
6.Assign spokespeople who are media trained and ‘comment ready’ (accessible, engaged, practiced) £
7.Pick your ground carefully – find ‘white space’, e.g. topic(s) you can own £
8. Allocate resources (budget, content, management time) £
9. Plan your topics and activity around the financial/economic calendar £
FRAMING FOR SUCCESS IN MEDIA RELATIONS
*BlueChip Communication is Australia’s leading financial services communication firm.
We offer communication consulting, training, counsel, social media and content services. Contact Katharine Verville or Carden Calder on + 61 2 9018 8600 for more information about media relations or to join our next financial services communication event.
Follow us on Twitter at @BlueChip_Comm for the latest in financial services, public relations and social media.
twitter.com/BlueChip_Comm
Follow us @BlueChip_Comm
Contact: [email protected] or call us on 02 9018 8600
Greatclients
Effectivepartners
Proven approach
Learn & Innovate
Mediaresults
Stage 2: Implementation
10.Research and personalise media pitches – know who writes about what £
11. Deliver messages in simple, consistent sound bites £
12.Follow up (intelligently) with journalists for feedback to ensure content meets their needs, not just your own £
13.Be proactive with tactics media responds well to (e.g. media release vs. one-on-one briefing) £
14.…and reactive to capitalise on news of the day, topic ‘momentum’ & seasonality £
15.Make an effort to understand how the media works – it is not payment for placement £
16. Know what is newsworthy and what is not £
Stage 3: Evaluate & refine
17. Reduce risk by having a contingency plan for negative media £
18. Evaluate (and re-evaluate) to learn from success and failure £
19.Keep the whole company (not just media spokespeople) across media messages and coverage £
20. Persist! £
twitter.com/BlueChip_Comm
Follow us @BlueChip_Comm
Contact: [email protected] or call us on 02 9018 8600
Current as at 1 September 2012.
Email us at [email protected] to receive quarterly financial services communication & social media news.
Greatclients
Effectivepartners
Proven approach
Learn & Innovate
Mediaresults
