The "firewall" that separates news
content and marketing statements is distinct. One deals--or should--in
facts, while the other is typically a promotional medium where fact often is either displaced by, or blended into, aspiration.
However, there’s a very definite and important
intersection between news and marketing when it comes to media training and
coaching executives in the art of interacting with news people.
That intersection is frequency. Part of a good
marketing program is repetition; making sure target audiences are exposed to
the message often enough that it gets through. We all are exposed to so many
messages today, it takes a strong one to make an impression, and usually only after
a number of times seeing and/or hearing it.
Bad or false messaging both in marketing or news content can kill an image (product, service, position, etc.) very quickly. Good messaging typically takes longer to connect. Hence, the need to say it, and say it again.
Messages must be relevant to your target
audiences, are usually positive in nature, and true. News people are loathe to hearing
slogans. They listen for quotes and information that are provable and strong, and help them tell a good story.
But they also want answers that are responsive to
their questions. The answers do not have to validate the questions, but they do
need to be relevant to the question, even though your response is (and should
be) on your terms, and from your perspective.
After you've developed your messaging, employ the
marketing tactic of frequency and consistency. The more your same messages are
being reported consistently, the greater your chance of leaving the lasting
impression that helps persuade your target audiences to enable you to reach
your business goals.
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