Wednesday, November 09, 2016

What leaders should ask for instead of "more" media coverage

The CEO of a nonprofit client popped in as a surprise when I was training his media relations team a few years ago. He ostensibly wanted to thank them for their efforts and say how important he found their work. It was all good, until he left them with these parting words: "Remember, when it comes to media coverage, I want more, more, MORE!" And off he went.

You can imagine how *that* felt in the room, after he left. After all, we're in an age when legacy media is decreasing, and smart social media measurement doesn't overemphasize high numbers of likes alone. "More" isn't necessarily better when it comes to media coverage, but often, leaders don't know what else to ask for. So here's my list of suggested targets for a good media relations team to aim for, instead, in expanding its range and its coverage:
I can say with conviction--because I've done all those things--that your media coverage will improve by avoiding problems and by building better awareness within your company, among your experts, and among reporters. Better than a thousand press releases and pitch calls.

Finally, if your CEO wants "more, more, MORE" media coverage, sit down and talk to him about his executive compensation and whether and how it is likely to make news--again, an issue for nonprofits as well as for-profits. That might change his "any publicity is good publicity" perspective.

(Creative Commons licensed photo by Ernst Moeksis)

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