Networking the Media

The media is a business's absolute best friend. It is THE source of information distribution to the masses. Even "bad" press has been known to stimulate business.

The media is a "business" just like any other business. It has a "product" (air space, print space or television space) and therefore must sell this product. And it is a "perishable" product. Most people don't think of the media as a "perishable" product but it is. Radio stations and television stations sell "time". Once that time has passed, you can't get it back. Newspapers and magazines sell "space". They have deadlines to meet to fill that space so that makes the space a perishable commodity.

This means that the media is ALWAYS looking for news to take up the time and space that they have. They are also, of course, looking for advertisers. For this article, lets look at helping them fill their time and space, and getting plugs for your business that are either free or very, very low cost.

1. The Press Release. This is THE most common type of free placement with the media. But many business professionals mistaken a press release for an ad. You get press releases for free - you pay for ads. Press releases need to be about information that is of interest to the public that frequents that media. It needs to announce something versus sell something. It needs to be written in a certain style with a certain focus. For more information about the proper way to structure a press release, see http://www.profnet.org/press.html.

2. Articles that you write. The media is always looking for new information to pass on to it's clients. You can help them by writing for them. Contact the business editor at the media of your choice and see what you know about that they might need an expert in. This is another FREE source of exposure for your firm. And you help the editor out as well.

3. Articles ABOUT you. This is what EVERYBODY wants from the media without thinking about "what's in it for them" from the media's side. There is no editor anywhere that can run as many articles about specific businesses as there are businesses wishing to have an article done for them. Articles are often bartered for something the media needs. They are also done when something really unique happens with a firm. Be the first in your area to offer a certain product or service, do something of an important nature politically, or socially, or have something unique that will appeal to the media's client base and you have a greater chance of getting a story done.

4. Joint Promos with the media. Contact the media in your area and offer to sponsor a joint promotion with them. Have a contest and give away tickets to major sporting or entertainment events (like concerts) in conjunction with your favorite radio station, newspaper, magazine or television station. If they have a "mobile unit" ask them to broadcast live from your site.

5. Buy space in odd places or at less desirable times. Everybody wants the "drive time" for radio (when people are driving to and from work). Everybody wants to advertise in "prime time" on television. And everybody wants to be on the front or back page in print media. I have seen radio stations GIVE time slots away that are at 3 o'clock in the morning just to fill the space. Form good relationships with your media contacts and these ads will not only help you but them as well. I personally have bought television time for as little as $4.00 for a 30 second spot. Amazing. Better than that though- EFFECTIVE.

Nancy Roebke, is the Executive Director of Profnet Inc, a professional business leads generation corporation. We bring business professionals together in a non-competitive environment to help each other make more money.

mailto:execdirector@profnet.org http://www.profnet.org

Copyright c Nancy Roebke

---

Low-Cost Marketing With Postcards

Here's a simple way you can generate lots of sales... Read More

Eliminate Your Competitors With 2 Simple Steps

In business, having competitors goes with the territory. There's almost... Read More

Business Cards and Business Etiquette

One of the very basic conditions of being a successful... Read More

Business Postcard Marketing: 35 Ways to Use It

Postcards are an effective way for many business owners and... Read More

How Simple, Small Changes Can Add Real Money To Your Pocket

I want to share with you a story. This story... Read More

Why Do You Need to be in the SERPS?

Why does your business need to be in the Search... Read More

Creating Great Charts for Persuasive Trade Show Presentations

A well-designed chart can be one of the most persuasive... Read More

Ten Deadly Proposal Preparation Pitfalls

Let's face it, the name "proposal" is a great misnomer,... Read More

Where to Find Cheap Brochure Printing

Whether it is for is a real estate listing, a... Read More

What to Include in Your Marketing Plan Write-Up

For those new to marketing planning, the thought of completing... Read More

Qualify Prospects Using Direct Mail Marketing

When a prospect responds to your lead generation sales letter,... Read More

Marketing Worksheet

Even the world's best marketing strategy won't work for you... Read More

Trade Show Display Booth ? A Marvelous Contact System

Trade show booths are one of the best direct contact... Read More

The Real Marketing Genius

I spend a lot of my time reading books and... Read More

Youre Halfway There!...Or Not Part 1

The year is almost over and the last half of... Read More

Creative Emulation

In business we have a number of ways or tools... Read More

Build A Successful Business By Staying Connected

Over the course of your business life you'll come in... Read More

How to Write Irresistible Promotional Pieces that Attract More and Better Clients

Whether you're creating a sales letter, a brochure, a newsletter,... Read More

3 High-Impact Fixes For Your Marketing Woes

How many times has your competitor gotten one over on... Read More

10 Essential Criteria For Choosing Your Target Market

A specific group of people you will focus on selling... Read More

Web Site Marketing: 10 Little Known Upsell Strategies That Will Magnify Your Profits

What is Upselling?It means pre-selling any additional features of your... Read More

How to Avoid the Line Extension Trap

If you follow the prevailing logic of most modern companies,... Read More

Growing Your Business With Your Marketing Priorities

None of us have enough time in the day to... Read More

Promotional Bags: Your Company Details on Parade

The trick to a good promotion is to attach your... Read More

The Biggest Needle In The Haystack

Hello everyone! Have you ever been curious about something, and... Read More