Media Relations
At a time when Business in our culture is poised to leap, please consider two linked functions of an organization that are too often NOT directly connected at the source: Branding and Media Relations
BRANDING IS:
A) The creation of a perception of an entity or individual that is more than just the value of the goods and services provided to a well defined targeted group
B) The key attributes of the perceptions to be developed include:
1) Differentiation
2) An emotional connection to the target group
3) A mirror of the impression that the target group has of themselves or one that they aspire to achieve
4) Factors that stimulate loyalty (i.e. a club you want to join!)
C) The nature of the elements words/images used to create the messages (should reach as many of the five senses as is practical)
BRANDING IS NOT:
The actual product or service benefits offered, modified or discontinued over time but rather the PERCEPTION CREATED about and by their branding.
EFFECTIVE BRANDING:
A) Creates an immediate chain of both conscious and emotional impressions
B) Reinforces positive values already in place
C) Is repetitive and cumulative
INEFFECTIVE BRANDING:
A) Is a set of isolated elements not conveying perception or touching a core emotion, regardless of the resources used to present them
B) Is NOT memorable (or worse, leaves a wrong concept in place)
MEDIA RELATIONS ARE:
Stimulating the Media (Press, Internet News, Focused Information Sources) to publish accounts of actual events, developments and personalities associated with your venture
MEDIA RELATIONS ARE NOT:
A) The fact of having created press releases, stories or fact sheets that no one actual reads
B) Placing press releases only on your website unless clients are actually drawn there.
EFFECTIVE MEDIA RELATIONS:
A) Echoes and wraps around the messages presented in your Branding efforts in the form of News Articles, Press Releases or third-party publications without the appearance of direct advertising
B) Causes the reader/viewer to come away with some feelings about “YOU” directly connected to THEIR circumstance
C) Is repetitive, cumulative and energizing
INEFFECTIVE MEDIA OUTREACH EFFORTS:
A) Are purely self serving
B) Have no connection to further sources of information that reflect well on You"
