Breaking Through Media Barriers: The Key to Media Coverage

Strategic Micro-Economic Marketing is the key to media coverage. The media does not want to turn down a story. They are in the business of lead-generation for their advertisers. Far too often businesses fail to appeal to the media's audiences (i.e. readers, viewers, listeners, and advertisers). Although coverage is not guaranteed, a company stands a better chance if he can share information that relates to the media outlets' current headlines, demographic audiences, and their interests. Here are three building blocks for increasing your chances of getting more exposure:



Strategic



Strategize, strategize, and strategize. Yes, we have all heard this over and over again. Yet few really understand how to apply it. Strategy is the process of developing a plan of action that will execute your desired result. This is the starting point for a great finish, not the end to accomplishing your objective. Developing a strategy calls for you to decipher a tremendous amount of information. There are proven facts as well as variables that can directly or indirectly affect your outcome, which leads to the next principle of...



Micro-Economic



All marketing begin with the individual. We've all heard the saying that if you empty your pockets along with any other group of people, most of us will have the same things in our pocket with little variations. Micro-Economics is simply boiling everything down to manageable bites and individual groups, audiences, markets and understanding/knowing everything you can about them. Far too often small business owners use the shotgun approach to marketing while firmly believing that their product is for everyone. Although it is a great example of incorporating the masses, the reality is if everyone purchased every single item in this world, there wouldn't be a need for additional products. A little research into the 5 "O-graphics" of the marketplace will help you determine how to move on to...



Marketing



Marketing is a catch-all phrase that governs everything you do to put money in the till. It requires (as previously mentioned) research, strategy, and exposure (the part everyone gets to see and falls in love with). The reason research is so important is you have to remember that there isn't one audience. In fact, there are many and the audiences share many common interests and sub-interests.



Find your niche. Determine where your message fits into the messages of the media outlets' audiences. And this will give you the keys to RELEVANCE.