Media Savvy ? Media Skills For Rural Women

The ability to lead, persuade and influence are integral skills for effective leaders. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of leader is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their community or organisation's image, reputation and identity.

Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).

The WA Rural Women in Leadership program is designed for women 40 years and above to enhance their personal leadership skills through a range of learning modules.

I found the women I was working with in a half-day module on "Managing the Media" highly motivated, articulate and committed to community development in their respective regions.

My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.

I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.

Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.

But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.

The only way to build your reputation is by learning the secrets of how the media works.

The benefits for rural women on knowing and understanding how the media works are increased confidence and a greater opportunity to make their views, ideas and solutions heard.

In working with groups, I share with them what I believe are 10 tips for working with the media:

10 Tips

These are 10 success tips that will help leaders get the best from the media.

1. Know Your Strengths. What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert.

2. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service?

3. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media?

4. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, community newsletters?

5. What is your key message? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.

6. Build your case? What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have?

7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press release to control the information flow.

8. Develop long-term relationships with the media. Visit and meet them face to face. Network and get to know them.

9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.

10. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.

Wall Street Journal
Rising US dollar will hurt Internet-based Google, Yahoo, Expedia ...
Financial Post, Canada - 14 hours ago
Another trend affecting Internet companies is how online advertising dollars are being spent as the US economy stutters. A front page story in the Wall ...
Spending Gap Between Search and Display Advertising Widens Wired News
Gap Widens in Online Advertising Wall Street Journal
Waiting Impatiently for a New Yahoo CEO Seeking Alpha
CNET News - ZDNet.com.auall 67 news articles

Curbing advertising will cut obesity
The Australian, Australia - Sep 5, 2008
Restrictions on junk food advertising to children are a bit like that. The Australian Communications and Media Authority, in its draft report on children's ...
Keep little eyes from junk ads: experts Sydney Morning Herald
all 130 news articles

Advertising With New Media
Forbes, NY - 10 hours ago
Question: Is advertising in the Yellow Pages book still of any value? Should I replace my listing in the Yellow Pages with online advertising? ...

Mobile Marketing Consumer Response is Heavily Influenced by ...
MarketWatch - Sep 5, 2008
NEW YORK, Sep 05, 2008 (BUSINESS WIRE) -- While most consumers' initial reactions to marketing and advertising messages on their mobile phone can often be ...
Consumers want incentives to respond to mobile ads Fiercemobilecontent
Examine the Mobile Market in Sri Lanka: Including Opportunities ... MarketWatch
all 58 news articles

Seattle Times
Microsoft’s Windows advertising, minus the Windows
Financial Times, UK - Sep 5, 2008
High-profile new advertising campaigns like this often become the target of instant judgment from self-appointed “experts”, and this one was no different ...
Seinfeld-Windows TV Ad Anything But 'Delicious' Slashdot
Windows Vista: The OS About Nothing InformationWeek
Microsoft Launches Latest Windows Advertising Push DailyTech
Wall Street Journal - Seattle Timesall 520 news articles

Prescription Drug Advertising Subject of New FDA Web Site for ...
MarketWatch - Sep 5, 2008
The site, "Be Smart About Prescription Drug Advertising," is hosted by the FDA's Center for Drug Evaluation and Research and was developed by the FDA in ...

PR Web (press release)
Want cheap? Keep searching
Globe and Mail, Canada - 16 hours ago
Some investors believe that the recent setbacks are just a blip in an otherwise upward trajectory for Google, as the drift toward online advertising turns ...
Video: Tech Test: Google Chrome Lacks Polish AssociatedPress
Google once reviled computer superpowers but domination is just ... Independent
Google: In search of technology’s new frontiers Times Online
Motley Fool - Reutersall 239 news articles

Calgary Herald
Crucial Movie Plot Points Too Risque for British Advertising Standards
Jossip, NY - Sep 5, 2008
Advertising regulations exist to keep the consumer safe. This is why tobacco companies can't advertise near churches or schools, why hardcore sex is not ...
Qantas UK ad claims probed Melbourne Herald Sun
Latest James Bond flick criticised for glorifying armed violence Oneindia
Advertising Watchdogs Blasting Posters Of Angelina Jolie's Film ... AHN
G4 TV - Reutersall 206 news articles

Wired News
Kellogg’s Finds a Windfall in Online Advertising
Wired News - Sep 5, 2008
By Meghan Keane September 05, 2008 | 2:58:01 PMCategories: Advertising Along with Kraft Foods, Hershey, and General Mills, cereal maker Kellogg Co. ...

Behavioral Advertising Hanging by Political Thread?
TMCnet - 6 hours ago
Let's just hope there is a favorable environment for companies looking to maximize advertising revenue while providing free service. ...

Wind Chimes and more...

Windchimes for great gifts!

Pros and Cons of Establishing an In-House Ad Agency