Winning media exposure to support marketing campaigns is often a PR job, yet within brands the roles of PR and marketing frequently overlap. How though do you get the press to listen? What are the key things marketers should be doing to win the attention of the media in order to boost brand awareness and address campaign objectives? This is for the Feb issue's Courting the Press feature. Thanks!
Posted by: Melanie May on 8 December 2011
0 likes
2 comments
Easy to say, less so to
Posted by Andy M Turner on 9 December 2011
Easy to say, less so to implement: be newsworthy yourself and/or be relevant to another story. For example, this morning's big story about the MoD wasting £1.1bn of public money without a single military vehicle being produced. Step forward a specialist military vehicle supplier to talk about how it produced military vehicles in record time, by deploying 'lean thinking' and an innovative way of organising itself and working with suppliers. Package the story using metaphor such as 'the supertanker versus the speedboat".
Newsworthy can also just mean interesting or entertaining - the kind of thing people might talk about around the water cooler. A good example was Balfour Beatty on BBC Radio 4 this morning announcing it'd finished painting the Forth Rail Bridge, ending a popular metaphor. The company failed to capitalise on this, however, with no references or links anywhere on its website and a Twitter feed last updated on 20 October!
@andymturner
How to grab the media's attention as a B2B brand
Posted by Melanie May on 11 December 2011
Thanks very much, Andy – very useful. It would be great to talk to you further on this so I have emailed you.
