Articles: Anthony Mora Communications
How to Find Media Placement for Millennium Marketing
Direct Sales Journal
By Anthony Mora
Chances are you're PR illiterate. Don't worry - you've got plenty of company. Public relations is no longer an option, but a necessity. The most important aspect of PR for most businesses is media placement; that is, placing effective, appropriate stories on you and your business in the local and national media.
In the information age, you either control your message or it will control you. And the same can be said for your company's image. Your message and how you present yourself can spell the difference between success and failure. Media placement can develop an effective image, legitimize and validate a business, influence government policy and create a demand for a product or service. Media placement should be viewed as an integral, ongoing part of your business, as essential as accounting, purchasing, and paying the rent. The trick is to understand how it works.
Avoid Over-The-Top PR - "Less is More." I've had the opportunity to see how media placement works from the perspective of a freelance journalist, magazine editor and public relations counsel. As an editor, I was constantly barraged by press releases, press kits and phone calls from publicists trying to convince me to run stories on their clients. The trouble was that few publicists actually gave me story ideas; nine times out of 10, all I was offered was hype - smoke and mirrors. Some were so pushy or abrasive that I not only rejected their proposals, but I eventually refused to take their calls. They became nuisances, people to be avoided.
When pitching stories to the media, always adhere to the "less is more" philosophy. Never forget that the media has no time to read and filter through reams of releases, bios, illustrations, graphs and all of the other bells and whistles that are typically found in a press kit.
The media wants one thing: stories - good, appropriate stories that will interest their audience. A well-written, interesting paragraph, that clearly pitches a good story, is more valuable than all of the press kits, photos and illustrations combined. Don't assume that you instinctively know what the media wants, or how to create an image, write a press release, contact the media, place a story, and create a campaign. I can all but guarantee that you don't. And why should you? This isn't your business. You need to create a campaign, develop releases, come up with the story ideas, pitch them to the right contacts and make follow-up calls. It takes time for the media to take notice. It usually takes a few separate pitches until one hits.
Although I try to explain this to clients from day one, it is perhaps the most difficult concept for a client to understand. Creativity, persistence and patience are the nature of the beast. The reason that effective media placement is so powerful is that it makes your story an integral part of that magazine article or television program; it makes you a part of the reason that John (or Joan) Q. Public has picked up that magazine or turned on that program. You have sidestepped the advertising section of the media and jumped to the editorial section. You have become the story.
Find Your Own PR Firm. Keep in mind that media placement is a full-time job. If you have the means, find a public relations firm that specializes in media placement to implement your campaign. A good firm not only understands what the media needs, they can also give you a new perspective on your campaign, your needs, your strengths and your weaknesses. When searching for a firm keep in mind that prices tend to vary depending on the region, the size of the company and the type of PR the company specializes in.
A freelancer in a small town may do identical work as a large firm in New York, but you can be sure the fee structure won't be identical. PR firms can charge by the hour, the project, a fee per release or bio, or a monthly retainer. When deciding on a company, make sure all costs are explained up front. If you do sign a monthly retainer agreement, make sure that you know how much can be charged in expenses.
Fees for a press release can vary from $75 to $300 per release, and a monthly retainer fee for a media campaign can range anywhere from $1,000 to $5,000 per month, plus expenses. For a larger corporate public relations campaign the fees can run quite a bit higher. Look for a firm that specializes in media placement. Many large companies offer a laundry list of services of which media placement is but one. You want a creative, aggressive firm that lives and breaths media placement. If you are short on funds and can't afford to hire on a full-time basis, you may want to consider hiring a freelancer who can write releases, stories and bios and can come up with interesting pitch ideas. Or retain a public relations consultant to map out a campaign gameplan and set you in the right direction.
Regardless, don't wait to utilize the power of media placement. Start the ball rolling, do your homework and learn some of the basics. Keep in mind that media placement is not a quick fix. It takes know-how, patience, persistence and creativity, but if you stick to it, a well-executed media campaign can turn a fledging business into a front page success story.
Anthony Mora is the president and CEO of Anthony Mora Communications, Inc., a media placement firm in Los Angeles, CA, and the author of "Alchemy of Success," a book on how to work with and utilize the media. He has been featured on CNN, Fox News and MSNBC, as well as in "USA Today," the "New York Times" the "Los Angeles Times" the "Washington Post" and other media.
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