Top 5 Reasons Every Company Needs a Media Strategy

– You have positive stories that will promote your corporate brand.

You have stories to tell that will promote your brand, convince consumers and potential customers you are the right company to do business with, and will increase your revenue base. Every media platform is out there looking for stories that will deliver ratings, clicks, brand recognition and revenue. It’s a symbiotic relationship that dates back to the first traders bargaining to get what each side needs and desires. Whether those stories are about your positive effects on the community, the manner with which your business delivers ethically and with accountability, or a “warm and fuzzy” story about the office dog that greets every customer with a lick and a wag of the tail. You have stories and media outlets are constantly on the lookout for ones that fit their format and are placed right in their laps.

It’s an old line that is more valuable today than at any other time in media history. CONTENT IS KING. You have the content, the stories they want.

However, having a story to tell means nothing unless you get it in front of the right eyeballs.

– Your story disappears unless you get it to the right person & outlet.

Harken back to the days of the “press release”, which were sent flying by mail and then email into the hands of News Directors, Assignment Editors, Executive Producers and other forms of gatekeepers. For every thousand press releases, perhaps 2 or 3 stories would be told. In most cases, those stories were assigned to the less experienced reporters or the press release was placed in the nearest waste receptacle or deleted. Same thing happens today. Millions of email notices, offers of stories to tell, pleas for coverage are deleted in bulk. A well-planned and executed media strategy as we deliver goes past the gatekeepers and goes directly to the person who can make a decision. We rely on our thousands of contacts at broadcast networks, local stations, national and local newspapers along with their digital platforms, Internet sites, podcasts, social media platforms and distributors to bring them your story “up close and personal”.

We speak the language of anchors, reporters, hosts, producers, managers, site administrators, digital platform producers, globally popular social media stars and those who are seeking new, fresh content every day. That’s because we’ve been at their desks before and understand their specific needs.

YOU are the content. Your organization is the content. Your story is the content. These media outlets are looking to feature your story and won’t charge you a nickel to be your promotional vehicle.

Again, it comes down to more than just figuratively standing on an electronic corner hawking your wares.

– The personal touch delivers faster and more noticeable results.

Those in every form of media react faster and with more interest when contacted personally by someone they know understands their business. Broadcast reporters have certain needs when it comes to telling a story that their print counterparts don’t share. Digital platforms, Internet broadcast interviews and podcasts also have a very specific set of needs. They are bombarded every single day by emails and calls from those hawking stories without an understanding of the unique needs of that outlet.

We have the contacts developed over decades of experience. We have worked in the newsrooms, the editorial pits, the digital production houses and the Internet sites. We pick up the phone and talk to the decision makers. They view us as colleagues who understand what they want and how it will benefit them.

The initial stage of our media strategy is focusing on those platforms and outlets for your story. We don’t waste your time or ours in spreading the message over a wide range of outlets. Targeting the stations, sites and social media delivers the most effective and profitable results. This doesn’t happen overnight, nor should it. Your story, your message, must be meticulously planned out and then directed only at the outlets and platforms that will garner you the greatest amount of coverage, which translates into a higher level of brand recognition and profitability.

Part of every strategy must recognize every form of media is not always seeking to deal in positive stories. There may be times the media will turn on you, and you have to be ready with an action plan that springs into motion within minutes, not hours or days.

– Your communications/response plan must be ready BEFORE the crisis.

Every form of media is seeking the “BREAKING NEWS” style story that will garner higher ratings, millions of new clicks, and global downloads feeding their profit margin. One slip, one mistake, one past transgression uncovered, you and your organization face the possibility of watching years of efforts and branding destroyed in an instant.

As part of our media strategy, we prepare for crisis from day one. It’s part of our services to provide both Media Training and Corporate Culture Training to everyone in your organization. And we do mean everyone. From the CEO down to the just hired employee in the mail room, everyone must be on the same page understanding the need to protect not only the corporate brand, but themselves from false allegations and what truly is “fake news”.

A large part of our training and strategy is based on the numerous and foolish mistakes made in social media. As part of our strategic plan, no one in your organization will make these mistakes. They will be well-schooled in their personal and professional brand, understanding why and how social media is both their best friend and their worst enemy.

Disreputable media outlets and platforms will not think twice in spreading rumors, unchecked allegations, second hand stories and flat out lies if it benefits their revenue stream. Every member of the corporate chain must be prepared to face the possibility. A large part of our service is already having identified those outlets and individuals to avoid, how to quickly respond to any story or any inference, the only individual that response will come from, and how best to work with every media outlet to ensure the facts emerge and your brand remains unscathed.

“Crisis Communications” is a misnomer. Too many organizations and individuals wait until something happens and are then forced to react in what could turn out to be the wrong manner. Every word must be measured. Every nuance must be considered. Every background source must be utilized. That’s what sets us apart. We have been in the newsrooms. We have been part of the process. We know how to talk their language in tamping down the hysteria and protecting your brand.

One look at the type of stories making headlines these days, filled with allegations and plenty of supposition, should be the light bulb that goes off in every HQ about the need to be prepared to act calmly and orderly in a real crisis well before it actually happens.

Because there is no such thing anymore as a “local” story.

– So many media platforms with the entire world watching and listening.

The Internet has made every story a global one. Within seconds, what is posted on the website of a local newspaper or a podcast with fewer than 100 viewers will be spread around the world. It will never disappear. It cannot be erased. It will spread like the proverbial wildfire.

And unless you have a strategy in place, that fire could consume your personal and professional brand in the blink of a viral eye.

Our contacts at every level of media can help put out the fire. Our ability to reach out and personally contact the decision makers can and often does make a difference in how the story is covered and the public perception. A response from you that is repeated by a legitimate outlet, providing the facts and tossing the fiction, will also go global in an instant. While no one can snap their fingers and make it disappear, that well-planned and executed media strategy will bring down the temperature. It will allow us to easily and effectively repair the damage, ensuring your brand suffers a glancing blow and emerges once again in the positive side of the media ledger.


American author Jack Canfield said it best and to the point: “People make their own luck by great preparation and good strategy”.

Here in the 21st Century, a sound media strategy is how one makes their own luck.