A successful integrated marketing communication strategy requires that you connect all the dots. I work with a client who is a recognized expert in their field. Recognized by Cosmopolitan, Simple Magazine, NPR, Motley Fool, Wall Street Journal, New York Times and too many TV and Radio outlets to mention.
It is not a lucky accident, but the result of a detailed media engagement strategy . It involves social listening and a blog publishing effort that guarantees discovery by producers and freelance journalists. That's why it hurt so bad to learn CNN International reached out, but nobody was home. Well no one was near a mobile device to respond to the email, or the follow-up phone call. It's rare, but it happens.
A mobile device is your ultimate "ear to the ground" communications tool. Voice, text, email, social messaging, you've got it all in the palm of your hand, so don't leave home without it! The success of your integrated marketing communication strategy relies on completing the connection. It only takes one broken link to kill your brand buzz.
Advance Planning
During a 90 minute 1 on 1 coaching session (TechTalk) we worked together to build a new plan. Media outlets don't plan ahead, it's up to us to do it for them. Besides, if you're ready, you will control the outcome. On the content side you need to talk about trends and field questions about your topic of expertise. Have three issues in your pocket at all times, as well as an awareness of what's going on right now in your field. Oh, and carry your phone with you at all times!Integrated Marketing Communications
Strong SEO will get them to your site, but it's your mobile device that completes the connection. Here are some tips you can use to prepare for your next call from CNN:- Publish your "Direct" number on your site, especially in your media center.
- Configure your phone to vibrate whether the ringer is on or off.
- Include a response expectation in your voice announcement, then honor the commitment.
- Did I mention to always carry your phone?
- Be prepared to answer all calls, even when the number is unfamiliar. It could be a telemarketer, or it could be CNN. If you don't pick up, how will you know?
- If you're up on current events in your field, you already know both the questions and the answers. Wait for the questions, then dazzle them with your immediate insightful answers.
- Always ask how they discovered you and get an email address and direct number.Media folk are nomads, make sure you can connect with them in the future.
- Thank them in writing whether you get the gig or not.
- Add them to your contact database. Don't forget to tag them as media and include their "beat". For local media include their location. A radio interview when you hit town is better than rolling out the red carpet before an appearance.
- Follow up with a separate email that includes additional story ideas and your direct number.