How to create a winning media strategy
In an ever-changing and evolving digital world, it’s more important than ever to be strategic when communicating to the media to ensure your message is seen at the right time, by the right people, in the right places.
Whilst the types of media platforms continue to expand, the objective of a media strategy remains the same – to generate results and achieve client goals. It’s also a great opportunity to get creative and think outside of the box.
A winning media strategy doesn’t need to be a 200 page bible, but it does need to be tactfully crafted to make sure you’re reaching your target audience with relevant, informative information that’s newsworthy to the media. Don’t be fooled, this doesn’t need to be a mammoth task and following the below simple steps can put you in good stead of coming up with a winning media strategy.
Set clear objectives
Although it can be easy to promise the world, when it comes to writing clear and measurable objectives, less is more. Map out what you want to achieve and keep things simple. Objectives are a great starting point as they make sure everyone is clear on the end goal, cutting out any unnecessary jargon in between.
Define your key messages
The key messages are the core messages you want your audience to hear and remember. Aim to develop three to five, making sure they are short, snappy and attention grabbing. If your strategy stretches to a variety of traditional and online media platforms, they will be key in ensuring the brand message is consistent across all mediums. There is no room for waffle.
Establish your target audience and distribution channels
Who are your audience and what are their demographics? You can’t catch the interest of your target audience if you don’t know where they are consuming media. That’s not to say that one size fits all, but before diving into the nuts and bolts of the strategy, you need to establish what your audience are reading, where and the type of content that’s engaging them. This will help to define your distribution channels as well as you gain a greater understanding of where you want the coverage to land.
Check out what the media are saying
Although it might seem obvious, a media audit when composing a strategy can often fall to the bottom of the list as you focus more on coming up with your creative media angles. Once you have an idea of the types of media who are best suited to reach your audience, take a look at the content that they’re writing and what angles seem to be getting cut through. It’s a good way for you to get on top of trends, industry news and provides some great inspo for your creative brainstorm. It’s also important to consider what’s interesting to the media at that time from what’s on the news agenda to cultural relevance, and entertaining trends that are capturing people’s attention.
Get creative with the content
By far the most fun and exciting part but remember, a creative media angle is not a one trick pony. A media strategy needs to include different media angles, based on the platform they’re being sold into. Think beyond the press release, what will be the most effective way to engage your audience and portray the brand’s message. Is it a 60-second tutorial video, an informative infographic or beautifully styled imagery.
Monitor, measure and evaluate
Remember, your media strategy does not need to be locked in stone. The most successful media strategies are sometimes the ones that have had to take a different direction half way through a campaign to align with trends and the media landscape. Keep an eye on what the media are talking about, how you’re tracking and evaluate if you need to take a slightly different route. A winning media strategy is measured on the results achieved, not the journey that was taken to get there.
Devising a winning media strategy requires strategic thought, being aware of the media agenda, keeping your client’s objective at the centre of what you’re communicating and of course – creativity! It is always very rewarding when you achieve great results for your clients.