I never would have pictured myself as a business owner until I realized something that was wrong with the field of media relations that I am in. There is a disconnect between actually considering the needs of the media when creating media strategy. I started my business to fix that problem.
In order to make it into press coverage, you have to know what the press is covering. Researching press coverage is a task that very few public relations firm senior staff do because it is not cost effective for them, and it is time consuming. Often times they have the interns do it, if at all. The press lists are often created by interns too, who have no idea what the people they are putting on the list really cover.
Those doing media relations in-house are just as guilty in not doing research sometimes. With in-house communications, many hours are spent on thinking of how you want to say your issue from an internal standpoint, and that is how long documents and big media stunts are created with everyone's viewpoint expressed in a way that is comfortable. It goes something like this, "let's do an event for the media. We're going to get 50 people together outside our organization's office to talk about why we need more fuel efficient vehicles. To make sure we all feel involved, we'll get a quote from everybody." Everyone agrees that sounds like a lot of fun, and plans are underway to make this happen. Wait, did anyone stop to consider if the media would even care to cover this in the first place? Did anyone research it? Sometimes not, but it is too late after no one shows up to the press event to think about it. If your goal is to get media coverage, time needs to be spent to think about what will make your story compelling to the media before any documents are created in the first place. If your goal isn't to get media coverage, great, then don't contact the media.
Without research you can only do strategy based upon perceived reality of what is in the news rather than reality of an actual coverage analysis. These two things can be very different and that may be the reasons why you are not getting coverage. When emerged in a field, it is hard to see that what might be interesting to you, is not something that the whole world understands or pays attention. With research, you can see this easier and then adapt your ideas to fit in with what everyone else wants to know.
Research needs to be the first step at all times. If you do not research what the press is covering until after you have already written the press materials, the media strategy, and created the press list, then you have wasted a lot of time. By the time it makes it into the hands of someone like me, who is actually coordinating with the media, I would have to start from scratch in order to adapt it to the needs of each individual reporter.
It seems like common sense, but the process of media relations involves researching the media. With the media world changing, I think individual strategy is more important than ever. In a time when most firms are breaking away from traditional media outreach, I see it as more important and easier to obtain than ever, if you do it right.
There are so many ways to listen and take into account what the media is covering. It is literally as simple as turning on the television or jumping on the internet. Here are a few suggestions for how you can get to know the press better and create better media strategy as a result:
- Create a Google alert for your issues. This will spawn instant ideas for how you can reach out to reporters and respond to what they are already covering. It will also keep you in the loop on how they are covering it and what you can do to help them expand. In addition to this, it will indicate reporters covering the topic that you might have missed.
- Watch the news when you can. I have CNN on all the time at my home office. Sometimes they run upcoming news stories on the bottom of the screen. If I have a client that relates to one of those stories, then I prepare with some talking points to distribute in response to the current news of the day. The news cycle is instant these days, and if you are in an office, not paying attention to the news all day, you may have missed many opportunities.
- Ask the press. The best way to get the scoop on what the press want you to give them is to ask them directly. There is no sense in spending time developing a media strategy that the press don’t care about or won’t use.
- Follow reporters on Twitter and friend them on facebook. It will help create relationships and give you clues on what might interest them for story ideas.
- If you already have a press list, Google every single person on it, and see what they have last written. Don't even think about contacting a reporter unless you know what they are working on.
If you follow these steps, you are on your way to becoming a media miracle worker. Happy press strategy creation.
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Liverpool paid the price for a slow start as they surrendered their unbeaten run in a 2-1 defeat at Tottenham Hotspur.
Spurs were struggling to get on the ball and their best threat came from set-plays. Bale fizzed another long-range curler just wide in the 68th minute.
Liverpool improved after the break and dominated at White Hart Lane before Bale's own goal, when he was unfortunate to deflect Lennon's goalline clearance, gave them hope.
The win, which moves Spurs above Arsenal and Everton into fifth, did not come easily - but it did remind the club's critics that in Bale they have a man capable of winning a match almost single-handedly.
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"I played nicely, I struggled a bit with the driver so I hit a lot of three-woods off the tees," said Lawrie, who has won twice already in 2012 and was part of Europe's victorious Ryder Cup team at Medinah.
"The wind was swirling, and it was quite difficult. It was chopping and changing - a little bit like Augusta. It is difficult to get the distance right this week, but so far we only got a couple wrong so we've done okay."
"Unfortunately I hit it in the water at the ninth and made bogey there but three-under is a very good score on this golf course."
The Scot produced a three-under 69 in the second round to move to four under for the tournament, just ahead of Germany's Martin Kaymer in the 12-man event.
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Vidic has been out of action since September after undergoing knee surgery but is back in full training.
However, winger Nani, who has been missing for United since the beginning of November with a hamstring injury, is facing another month on the sidelines.
United are already assured of finishing in top spot in Champions League Group H and Ferguson is likely to give a number of his fringe players a run-out on Wednesday ahead of the derby showdown with Manchester City the following Sunday.
Manchester United defender Nemanja Vidic could make a surprise comeback in Wednesday's Champions League game against Cluj.
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10 for 2010: Ten Dark Horses for Englands World Cup Squad
Watch live World Cup matches here.
With less than a year to go until the World Cup, England are sitting pretty in their World Cup qualification group. With qualification all but assured, now attentions will turn to who could be in Englands plans for South Africa.
English World Cup squads have a history of featuring late-comers to their squad who go on to play starring roles in their respective tournaments. Think Alan Ball and Nobby Stiles in 1966, who both played key roles in Englands World Cup success yet only came into the team twelve months earlier. Think Paul Gascoigne and David Platt in 1990, the young men who only emerged onto the international scene twelve months previous. Then there is Michael Owen in 1998, whose burst onto the international scene was as rapid as his burst of pace for the goal against Argentina which ultimately proved to be Englands finest moment in the tournament.
So with 12 months to go, perhaps we should assess those players who could be the late-coming, yet ultimately important stars of Englands World Cup squad in South Africa.
1. Joe Hart – Though he has been capped already, Hart has yet to feature on a regular basis for his country. After finding himself frozen out at City, his move to Birmingham City on loan could provide him with the first team action he needs in a World Cup year. A lack of credible first choice alternatives, and a star turn at the under 21 championships-where his presence was sorely missed in the final-have surely boosted his chances of being Englands first choice keeper in South Africa.
2. Kieran Gibbs – Slip ups in Champions League semi-finals aside, Gibbs star has long been in the ascendancy. His seamless introduction into Arsenal first team action has impressed many observers, and is reminiscent of England first choice left back Ashley Coles emergence almost a decade ago. Another impressive performer in the England under 21 side which reached the final in Sweden, should he gain first team football next season, he could find himself on the plane to South Africa as his Arsenal predecessors first choice understudy.
3. Jack Rodwell – Rodwell could possibly be the most laid back 18-year old footballer England has ever produced. Both on and off the pitch, his calm demeanour, and unfussy manner has impressed both fellow players and pundits alike. This style is reflected by his style on the pitch, as for both Everton and England under 21s he has impressed as a holding midfielder due to his cool positional sense and tidy passing. With Owen Hargreaves continued injury woe, Rodwells emergence means that the future of English defensive midfielder seems assured.
4. Mark Noble – Perhaps one of the brightest young midfielders in the Premiership, his transformation from bright young hope to first team regular has been a progressive one. A midfielder in the West Ham tradition, Noble melds competitiveness with creativity, and is perhaps the brightest young midfielder to have developed from the West Ham academy since the trio of Carrick, Cole and Lampard. Fine performances have not gone unnoticed at under 21 level, and a consistent season could see him make a late rally into the squad.
5. Daniel Welbeck – Perhaps the first homegrown striker through Fergusons time at United who appears to have a genuine chance of becoming a first choice at United, Welbecks emergence last season gave both United and England fans a reason to be cheerful. Pacey, yet strongly built-Ferguson believes he could reach 6ft 3in in height, Welbeck has all the attributes to be an England international. Sir Alex Ferguson genuinely believes he could be on the plane for 2010, and history has shown that the United boss is scarcely ever wrong.
6. Micah Richards – While Richards has been ruthlessly discarded by boss Capello, his form over the past 12 months has been a poor reflection on a player who under Steve McLaren appeared set for a long and distinguished international career. On his day, few can match the City defender for strength, pace and power, and should he cut out his defensive errors, he could well force his way into Capellos plans at either right back or centre half.
7. James Tomkins – Few players can have slipped so seamlessly, or so quietly, under the radar, which will suit West Ham fans down to the ground. His calm assurance, height, and capable defensive diligence has impressed observers at Upton Park and his performances for Englands under 21s have merely highlighted what a capable defender he can be. Capellos Italian compatriot Gianfranco Zola has tipped his man to be a dark horse for Englands World Cup plans, and he could find himself partnering his West Ham colleague Matthew Upson on the plane to South Africa.
8. Daniel Sturridge – Long talked up as the next white hope of English football, Sturridges career has been derailed by injury but a rumoured 10 million pound move to Chelsea this summer could perhaps put his young career back on track. A bright play-making forward, capable of taking and creating goals-should he feature, and score regularly for his new team we could at last see him matching those lofty expectations of him.
9. Michael Mancienne – So he might have been included in a Capello squad previously, but should Mancienne feature in 2010 then it would certainly be a left-field selection. Bright form for his loan teams have excited English fans, but his non-selection by Chelsea has long bemused observers, and appeared to stunt his progress. But with a new coach at Chelsea, and a fan in Capello, perhaps he could play a big part in a big year for both club and country.
10. Gary Cahill – Eyebrows were raised when Aston Villa opted to sell the dominating centre half to Bolton Wanderers. Cahill was widely regarded as one of Villas brightest prospects, and his development at Bolton will not have gone unnoticed among Villa fans searching for a replacement for Martin Laursen. Has developed into one of the brightest young centre halves in the Premiership and Bolton have given him additional responsibility which has further added to a game based on defensive steel and aerial prowess. His form has seen him linked with a summer move to Arsenal and he has been discussed as an England prospect, should his fine form continue, he could force himself into the reckoning for the World Cup.
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