The Power of Publicity – Finding Your Media Niche

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Whether you are the owner, manager, or public relations director of a company, chances are, you’re always looking for ways to get your name in the public eye. While advertising is a great start, enhancing your advertising with publicity creates a perfect marriage of exposure for your company. What is publicity? It’s non-paid communication to promote your company in a positive light using media vehicles like television, radio, magazines, and newspapers. Through publicity you build mutually beneficial relationships between your business and the public on whom your success or failure depends.

When it comes to publicity, most people believe they can write a press release, send it to a TV station, radio station or newspaper and just wait for the avalanche of phone calls. But time goes by… and after they realize there aren’t any reporters beating down their door, they make a few phone calls to the newsroom only to discover that no one even read the press release. All of that time and work goes down the drain. You’re back to square one and you start over, but to no avail. So how do you end the vicious cycle of disappointment?

Research can make or break your pitch

Research. Plain and simple, you need to know your audience and know your media market. And research is the key to both.. So first and foremost you need to take a look at your message and ask yourself a few questions–is it newsworthy? Is it consumer-related? Does it have a local twist? Is it a visual story? What demographic am I targeting–how old is my audience and what is their target household income? The answers to these questions will help you craft your ‘pitch’ and determine which media outlets you should target.

While most people go for the saturation effect, seeking radio, television and print media simultaneously, the reality is that your message might not be a good fit for all media. So that brings us back to the research table. Now it’s time to do a little homework and figure out where your message stands the best chance of garnering media attention.

How do I get on TV?

TV newscasts communicate to their audience through pictures and conversation. Producers look for newsworthy topics that are visual and entertaining or informative ‘how-to’ segments. They want compelling conversation and pictures that will grab the viewers’ attention. They don’t want a ‘talking head’ rattling off statistics or blatantly plugging a new book.

Worried that your message isn’t visual? Try this- ask yourself how you’d explain your message to a child? Did that help you think of any pictures or simple words that fit your message? Those pictures or simple words can translate into graphics for a TV story. We once had a life insurance agency that wanted us to arrange local and national TV appearances for their CEO. The pitch we created offered interviews discussing the importance of life insurance and why it’s vital for women to protect themselves for the future. Sounds like you could sleep right through it, right? But we offered more than just the interview. We had the client prepare graphs and bullet points with short information snippets showing the mortality rate of women versus men. The TV stations turned them into graphics and voila– it became a very powerful visual story that was successful for our client and the media.

Keep in mind too, that the morning, noon and evening newscasts are each geared towards a different audience. The early morning shows are usually watched by working adults and families getting ready for school. Notice how the news formats shift into more of a talk and lifestyle segment that’s sprinkled with news ‘updates’ after 8AM when most commuters have already left for work?

Saying Your Piece on Talk Radio

Radio talk shows engage their audience through words rather than photographs. Most radio stations are turning to local angles for interviews. So it’s important to figure out if your message has a local tie-in or is important to your community.

Because radio doesn’t require visual props or photos, it’s a great fit for just about any message, so long as you can discuss your topic for a good 30 minutes. Because what you’re really doing is having a conversation with the listeners, you need to be well-versed in your topic and able to handle plenty of questions. Your message should be topical too; something people want to talk about at the office water cooler or over coffee.

Radio talk shows, which are found mostly on the AM dial, also vary from morning to night. Morning shows have shorter interviews during this “drive time” to work. Talk show hosts don’t have time for a 30 minute interview because morning shows are jam-packed with news, weather and traffic updates.

Midday shows were once known to target women, but that’s changed because so many people listen to the radio at work. Now, you’ll find many business shows air during typical daytime work hours. After work, you’ll find the second “drive time” of the day. Unlike in the morning, listeners are more relaxed. They’re on the way home from a long day at work and there’s more time to air a 30 minute interview.

During the evening, it’s a mixed audience of people listening from home. And don’t discount the reach of overnight interviews–while you may think no one is listening, think again! Overnight talk shows (from midnight to 5 a.m.) are very important due to overnight jobs that bring in listeners – 2nd and 3rd shift factory workers, public service employees and many other industries that operate all night long.

Getting Yourself in Print

Print publicity includes magazines and newspapers. While they are two different vehicles, their requirements are similar to television. Your pitch needs to be newsworthy, entertaining, informative, and in some cases, even visual. Newspapers work on tight deadlines, so make sure you don’t wait a week after a hot story is released to offer your expertise or an interview on the topic. Magazines, on the other hand, often have a 30 to 60 day lead time. Research the publication you want to contact and make sure they have a reporter who covers your topic or message. It’s also helpful to offer quality visuals. For example, restaurants offering a recipe, a gym offering tips to a tighter tummy, even the latest trends in jewelry, can all be accompanied by photographs to support the story.

I’ve Narrowed the Search, Now What?

Once you know the types of media you want to target, how do you know which TV stations, radio stations, or print publications are in your area? You can always subscribe to some sort of media list, but why would you do this when the internet is full of free media information? Some websites you may find helpful are www.radiolocator.com, www.usnpl.com, www.newspapers24.com , www.mondotimes.com and www.newslink.org. You can also use a basic search engine and search for your city + media, for example type in “Tampa Media.” You’ll find a whole list of media outlets at your fingertips.

Now that you’ve found a list of media contacts, you’re well on your way to creating a Power Publicity campaign to drive business to your company. Now that you understand why it’s so important to find your media niche, next up in our series, we’ll focus on creating a powerful message. To be successful at publicity, you must create your message specifically for your target audience and then find the best media vehicle to drive your message home. That’s why pushing those standard press releases didn’t work for you in the first place.

About Marsha Friedman:

Marsha Friedman is the CEO of EMSIncorporated, (EMSI) a leading publicity firm that has represented many well known clients such as Motown’s Temptations, Teamsters Union President Jim Hoffa, Jr., National Security Advisor Robert McFarlane, Bristol Myers Squibb, Financial TV personality, Jim Rogers and Dr. Barry Sears.

About EMSIncorporated:

EMSI is a nationally-recognized publicity firm specializing in arranging interviews on radio shows around the country, appearances on local and national TV and obtaining editorial coverage in newspapers and magazines.

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Travel Agents Can Help With Your Business Travel

Business travelers are constantly on the move. They always have to be in front of time in order to built contracts with other businesses and other colleagues or executives. Still, if an individual is a business person and requires an alteration in his plans, why not attempt to merge business with relaxation? To make this possible, you will need to get in touch with a travel agent.

You should contact a travel agent for planning a business trip that is void of any hassles. Make sure that business travelers will get all important information from the travel agency. They should also give them detailed information regarding business travel so that your requirements will be satisfied while traveling.

Making contact with a travel agent will ensure that you have an enjoyable business trip since you can work on your own agenda so that you can have a great time while traveling on business. Gone are the days when a person has no time for enjoyment while on a business trip. People used to be more engaged in conferences and meetings which would keep him from going on any outings. Working with a travel agent can help you put breaks in between your hectic business schedule. For example, if a person has a free afternoon, their agent can suggest an area that they must see in the city which you would take pleasure in.

Working with a travel agent also saves time as they can arrange for special car service. Having a car is a big benefit for business travelers who have to go from one place to another, as well as for those who do not want to go through the disturbance of using public transportation or taxi cabs. If an individual has his own car and driver, then it is easy for them to manage business more capably. However, for those who wish to rent a vehicle, they can ask their travel agent to organize this for them. Businessmen can also ask for vehicles with GPS systems so that they will not get lost. These can all be prearranged by travel agents for their ease and satisfaction.

Also, if people are bored with the common room service or hotel restaurant food, they can ask their agent for ideas regarding the best place to have dinner and a few drinks in the city where they plan to visit. If you are unhappy with the customary business hotels where you would generally stay, travel agents can find other lodgings that are as classy but would have a different atmosphere.

Receiving help from a travel agent is a wise choice that every businessman should look into, mostly if they would like to inject some enthusiasm into their customary business tours. And it’s rightly said that, all work and no play makes you a dull person!

A Business Traveler’s Guide Can Be Your Best Friend

Do you do a lot of traveling? Whether you travel for pleasure or for business this article may be able to benefit you greatly. There are some things you should keep up on if you are an avid traveler. One of the things, which can help you keep up to date on a lot of information, is a business traveler’s guide. In this article we will tell you what the business travelers guide is and why you should never leave home without it.

A business travelers guide will keep you informed on airlines and what is going on with them. This way you are always aware of what is going on in your local airports and destination airports you are traveling to. It will tell you which airline is lowering or raising their prices.

It will also give you traveler’s tips. It may give you some things you should do and those that you should not. It may offer you helpful advice on what to do or not to do when traveling to certain cities. These offer great information and let you know what is going on at your next destination.

There may be a travel blog. It can be on different topics like travel safety for example. It may give you some tips on keeping safe during your travel experience. You can never receive enough tips on safety. There may be something there, which you never thought of.

With the travelers guide you will also be able to easily find topics you want to browse. It can be airlines, airports and/or car rentals. It can tell you about flights out of different airports. It may give you information about car rentals. So you can find the best place to rent a car. There are always helpful and instructive topics to choose from.

There may be different articles to read on different topics concerning traveling. These can be on a wide array of topics. For example there could be one on ‘How to save room when packing’. Or ‘Green Travel Tips’.

There can be videos for you to watch also. One video example might be, ‘How to avoid Jet Lag’. Another one they could have would be, ‘Tips for traveling with a laptop’.

There are many sites, which you can go too and read a traveler’s business guide. If you type it in several options will come up. Places like biz-Journals and WHY Go business travels can easily be found. There is also a business traveler’s guide in places like the newspaper. The New York Times has one and a lot of other papers do as well.

If you are an avid business traveler or even one who travels for pleasure, the business traveler’s guide will be an advantage for you. It will keep you informed about a lot of your traveling needs. It will also help you find some great traveling deals. It can tell you how to earn points while flying. Tell you about the best hotels in the city you are traveling too. The possibilities seem to be endless.

If you have never checked out these business guides, I would advise you to do so before you take your next trip.

Business Travel Insurance – How to Get Monetary Protection to Your Business Traveling Needs

Those who run a business often have to travel a lot. If you are one of them, make sure you obtain a suitable business travel insurance policy to provide protection to your money that you pay for traveling expenses. However, besides covering travel expenses, you may also get certain other types of coverage, such as problems with hotel accommodation in a small city and other such things. Therefore, it is important for you to research your needs thoroughly and look into each and every aspect while you are shopping for the best plan.

Amount Of Coverage
The amount of coverage must be sufficient enough to protect your money. It should neither be too high or too low. For example, if you are running a small business, a business travel insurance policy with excessive coverage may not make sense for you. Besides that, you also need keep in mind that the more coverage you opt for, the higher premiums you will have to pay.

Things To Consider While Talking To An Agent
While you are talking to an insurance agent, you must provide complete details about your business plan and financial statements. This will make it easy for the agent to suggest the most suitable plan for you. As compared to individual plans, business plans carry much larger amounts of risk. Therefore, you do an accurate assessment of your financial situation.

Comprehensive Coverage
There are several benefits of buying comprehensive coverage in a business travel insurance policy. For example, your insurance company may offer discounted individual auto and health insurance plans for your employees.

Travel Route
If you have a regular travel route, you can easily find a good bargain on your policy. The insurance company may offer you a very low rate if you have representatives or offices at the places you frequently visit.

Liability Coverage
You should pay special attention to the liability coverage also. Make sure that the plan you have chosen provides optimum protection to your business as well as individual assets while you are away on a business trip. It is always wise to protect your long-term finances by opting for high financial thresholds for life insurance, medical coverage, and rental car collision.

Travel Interruption Coverage
What if you travel gets interrupted because of some reasons? Your business travel insurance policy must protect your money in such circumstances. For that, you will need travel interruption coverage. With this coverage, you will be able to travel in alternative means of transport without needing to pay additionally for the same. Some companies however require you to pay the expenses out of your pocket first and then submit a claim – the amount will be reimbursed to your account. But, most companies have contracts with several airlines and other forms of transports – so, you wont actually have to pay anything from your pocket.

Do your managers and other employees also have to travel for your business? If so, you had better consider a business travel insurance policy that provides sufficient amount of coverage to all those travelers.