Exploring The Media Strategies
Media strategies inform customers about projects and programs through newspapers, radio, television and videos, billboards, posters and variable message signs, mass mailings of brochures or newsletters, and distribution of fliers. Media strategies are routinely incorporated into projects that need public focus, consensus, and understanding in order to move forward. Strategies can be styled to meet varying levels of interest. Media strategies are led by agency staff, either the staff members most closely identified with the project or the public affairs officer. Community input and feedback help to take the pulse of a program to be sure the media chosen are appropriate and effective. Because media strategies are often expensive, they must be used carefully and efficiently. A minimum strategy includes a central message, perhaps contained in a basic press kit with maps, fact sheets, and other background information, supplemented by a media tour of the project site.
Paid media campaign is high, the investment pays off, particularly when:
An audience probably will not be reached in any other way, or maximum exposure is needed;
An agency wants a say in the placement of the material; for example, requesting a certain page location for a paid ad or a certain time slot for radio/television;
A map, graphic, logo, slogan, or written material needs to be shown in a certain format or with a certain design that identifies the project or plan;
An agency wants to assure that its message goes out exactly as written -- paid advertising is not edited;
The media are likely to give an agency better free coverage if it is already known as a paying client.
Preparation and monitoring is crucial. Advance work is essential for staff to prepare the overall program and central message and to identify the targeted audience.
Media outlets may outpace an agency by looking for a scoop and framing the message without agency or community input. Public agencies have little control over stories before publication or broadcast. While there are many difficulties to be overcome, when peace media does succeed it is an extremely valuable tool for helping to prevent and de-escalate conflicts. Psychologically, a friendly source of news in a time of chaos is very calming, and after a conflict, by making available space or airtime for the expression of grievances, media encourages an essential part of the healing process.
Strategy isn’t the goal. It’s the path you plan to take to get there. So, let’s put some goals out, and then talk through how to build a strategy to reach them.
Increase customer base.
Generate leads.
Drive sales.
Build awareness.
Make money from your content.
Establish thought leadership.
Educate customers.
Customer-source part of your product development
Reach new channels of customers.
Improve internal communication.
Social media is starting to take hold with brands, companies and organizations everywhere. The problem is that social media is an environment that scoffs at the traditional. Talking points are about as useful in a social media campaign as a nail gun in a balloon store. You’re just gonna piss everybody off. Social media can be an incredible tool for your business, providing you with more customer insight, direct communication channels and the ability to measure the effectiveness of these conversations very closely.
Prepare[/b][/b]
Social media platforms help facilitate conversations between individuals, not companies. Once you have a sense of what people are talking about, it’s time to identify the appropriate people inside your organization to participate.
Find People[/b][/b]
People want to have conversations with company representatives who are experts in their area, who are passionate about their work and who are empowered to act on the feedback they receive from the community.
Measure Success[/b][/b]
Measuring social media success
Learning something about our customers
Did our customers learn something?
Media strategies inform customers about projects and programs through newspapers, radio, television and videos, billboards, posters and variable message signs, mass mailings of brochures or newsletters, and distribution of fliers. Media strategies are routinely incorporated into projects that need public focus, consensus, and understanding in order to move forward. Strategies can be styled to meet varying levels of interest. Media strategies are led by agency staff, either the staff members most closely identified with the project or the public affairs officer. Community input and feedback help to take the pulse of a program to be sure the media chosen are appropriate and effective. Because media strategies are often expensive, they must be used carefully and efficiently. A minimum strategy includes a central message, perhaps contained in a basic press kit with maps, fact sheets, and other background information, supplemented by a media tour of the project site.
Paid media campaign is high, the investment pays off, particularly when:
An audience probably will not be reached in any other way, or maximum exposure is needed;
An agency wants a say in the placement of the material; for example, requesting a certain page location for a paid ad or a certain time slot for radio/television;
A map, graphic, logo, slogan, or written material needs to be shown in a certain format or with a certain design that identifies the project or plan;
An agency wants to assure that its message goes out exactly as written -- paid advertising is not edited;
The media are likely to give an agency better free coverage if it is already known as a paying client.
Preparation and monitoring is crucial. Advance work is essential for staff to prepare the overall program and central message and to identify the targeted audience.
Media outlets may outpace an agency by looking for a scoop and framing the message without agency or community input. Public agencies have little control over stories before publication or broadcast. While there are many difficulties to be overcome, when peace media does succeed it is an extremely valuable tool for helping to prevent and de-escalate conflicts. Psychologically, a friendly source of news in a time of chaos is very calming, and after a conflict, by making available space or airtime for the expression of grievances, media encourages an essential part of the healing process.
Strategy isn’t the goal. It’s the path you plan to take to get there. So, let’s put some goals out, and then talk through how to build a strategy to reach them.
Increase customer base.
Generate leads.
Drive sales.
Build awareness.
Make money from your content.
Establish thought leadership.
Educate customers.
Customer-source part of your product development
Reach new channels of customers.
Improve internal communication.
Social media is starting to take hold with brands, companies and organizations everywhere. The problem is that social media is an environment that scoffs at the traditional. Talking points are about as useful in a social media campaign as a nail gun in a balloon store. You’re just gonna piss everybody off. Social media can be an incredible tool for your business, providing you with more customer insight, direct communication channels and the ability to measure the effectiveness of these conversations very closely.
Prepare[/b][/b]
Social media platforms help facilitate conversations between individuals, not companies. Once you have a sense of what people are talking about, it’s time to identify the appropriate people inside your organization to participate.
Find People[/b][/b]
People want to have conversations with company representatives who are experts in their area, who are passionate about their work and who are empowered to act on the feedback they receive from the community.
Measure Success[/b][/b]
Measuring social media success
Learning something about our customers
Did our customers learn something?