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MRM:
Media Relations Management
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We have all heard of CRM
Customer Relationship Management. The concept is to
build rapport with your customers and develop a sense of
trust. As your relationship develops over time your
customer will become your ally and if you are very
lucky, your evangelist. Why not do the same for media?
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Beat the advertising budget blues |
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Everyone knows that the
first budget getting the axe during a downturn is
marketing and advertising. The company wants no
drop-off in traffic or sales, but cuts the budget to the
bone. Savvy marketers turn to their secret weapon
effective public relations.
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Are you the expert?
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The one sure way to
guarantee constant publicity and exposure is to become
your local industry expert. Establish yourself as an
authority, offer opinions on industry trends and events,
and soon the media will be beating a path to your door.
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Scourge of the poorly written e-mail
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You are pitching a
journalist on a story idea about how your new technology
is going to change the world. In this case, you do
actually have a story your technology is solid and the
applications are obvious. If you land this story, sales
could go through the roof. The only problem is, you
cant get the journalist to answer your messages.
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Study
Shows Journalists
Prefer E-Mail
A recent
study from the Institute for PR indicates that
journalists prefer e-mail from PR professionals over
other means of communications. A couple of important
points: journalists prefer to receive e-mail from
trusted sources (see our article on MRM), and they are
just as happy to do an interview via
e-mail as over the phone.
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