Definition: A plan of action by an organisation or brand for bringing key messages to the attention of consumers through the use of relevant media.
A media strategy is a plan for securing maximum media coverage. It enables you to think through the key sales and communications messages about your product, brand or service, and – importantly – what elements you don’t want the media to focus on! It forms a key part of your overall PR strategy, which you can find out more about in this week’s podcast, Setting Your Strategy.
A media strategy identifies the specific target audiences you wish to reach, which media they read, listen to, and watch; and what techniques you’re going to use to get into those media outlets.
Here at ADPR we have many years experience in writing media strategies – usually as part of a wider PR programme – that are full of newsworthy, interesting angles to attract the attention of target journalists and influencers. It is an essential element in any PR campaign, and if you don’t have one, make a start today using our tips below…
An overview of the current situation of your company/service/brand – include key milestones, core products/services and facts and figures that may be of use to media.
What is it that you want to achieve from the media programme? Is it to change perceptions of your brand, attract new clients in a different market, or to raise the profile of your company with a certain target market?
Focus the media strategy on who your product/service is aimed at – and be as specific as possible! For example, a B2B company might target owner managed businesses in the South East of England turning over at least £10m or a B2C brand might target working mothers aged 25-45 living in Scotland.
SWOT analysis (from a media perspective…)
What is your USP? What strengths does your team/product/service have? Does one of your team come across really well on camera and in interviews? What threats are there from competitors and what negatives might the media uncover about you?
Focus your mind on the essential messages about your company (many will be drawn from the SWOT analysis) that you want to get across in communications. Edit the messages into a short, snappy sentence or two and then use the messages in all brand communications – including media interviews and press releases.
Identify what media your target audience is influenced by – this will become your “hit list” for securing coverage in, in order to deliver your objectives. ADPR has access to thousands of international media contacts through its subscriber databases in addition to our own “little black book” of personal journalist contacts! Otherwise, Twitter and Google are great places to start for researching journalist contacts.
This is how you are going to deliver your media strategy. There are so many different options… press releases, photo-calls, features, interviews, exclusives, press trips, events… the list goes on!
Schedule your media activity around key dates such as product launches, events and exhibitions. Even if there aren’t any specific dates, set deadlines so the work gets done!
Monitor and evaluate throughout the strategy implementation. At ADPR we have various metrics we use to measure the effectiveness of campaigns, but a good place to start is to use Google Analytics to measure which articles are providing traffic, ask your new clients where they heard about you and keep a deck of press cuttings.
If you are interested in talking to ADPR about creating and delivering a media strategy to fulfil your business objectives, please drop us an email on email@example.com. You might like to check out our Confident Communication Planning product, where for less than £500 we’ll create a bespoke six month communication plan that will be easy for you to implement and will guarantee fantastic results aligned to your business goals. Or if you just want some tips for getting better results yourself, check out our podcast, Revitalise & Grow, a new 30-minute episode is released weekly covering a different PR topic. This week’s is a guide to setting your own PR strategy. Let us know what you think!