Picking the right media outlet
Isolating key audiences helps ensure successful publicity efforts
Businesses and other groups can improve visibility by targeting their key audiences through the right publications, radio stations and TV programs
By Edward R. Van Herik
While it might be fun to be on national television or radio, a business person has to ask themselves how much they’ll sell to that audience.
The first, and probably most important, step that any business or group needs to take when it wants publicity is to decide who it wants to talk to. Who is the target audience?
For a large consumer-based company like General Motors, the answer is easy: Almost everyone. But for regional service companies or specialty manufacturers, the audience is nearly always going to be a much smaller group.
Targeting key audiences is especially important because of the glut of information that washes over every possible customer or donor that’s out there. If you want to reach them, you have to cut through the clutter with a message that speaks directly to them.
Reader/Viewer demographics
Before deciding what to say, decide who to say it to. Are you trying to sell more of your company’s product? Then ask yourself, who buys it now? Is that audience maxed out? Or are you trying to reach a new audience? Then where do they go for their information?
In both those cases, the answer may be pretty simple. For example, a restaurant in a suburb might work to place an article in the local community newspaper. A nonprofit group might look for radio interview shows that showcase volunteer and donation opportunities.
All media outlets that sell advertising will have information on their readers and viewers. It is worthwhile to become familiar with those figures before investing too much time and energy working with a media outlet whose audience is not your targeted market.
Or it could get complicated. If your product or service appeals to a very specific industry or entertainment option, it may be difficult to isolate your target audience though readily apparent media opportunities. It may take some research to determine appropriate media channels, whether they’re local news media, mailers, or ads in niche publications.
Building your organization’s image
Or are you simply trying to get your company’s name better known, possibly to polish your image or create community goodwill?
In that case, any media outlet can provide you with the exposure you want, if your message is on target. So think in terms of your area’s mass-circulation newspapers, community newspapers, TV and radio shows and online discussions
If you are new to this, you might as well aim for your top choices first. Why not? Go for the biggest newspapers, the TV stations, and big radio programs. But like any type of cold calling, be prepared to keep going down the list, to community newspapers, off-hour radio talk shows, and community monthly newspapers sent to homes. It might also make sense to see what opportunities lay in business group publications.
A word of encouragement: Don’t be downcast if the largest media outlets aren’t interested in your story ideas. Plenty of good publicity can come from community newspapers and other outlets that aren’t the most visible in your community. Many community newspapers are part of regional chains that swap stories. In those cases, your article can easily reach 50,000 or more.
Advertorials
While it is generally the rule in the United States that news gathering and advertising sales are kept separate, there is a crossover product known as an advertorial. Simply put, it is a story that is sold along with an ad.
If you are approached for an advertorial, understand that it is a pay-to-play product and be prepared to make your business decision appropriately. In some cases, it may make sense. But in many others, there will be plenty of other media opportunities that are free, and you’ll be wise to put your money elsewhere.
