A few years ago, an article in formal media, eg newspapers or magazines, or a feature on television or radio was a breakthrough for businesses or organisations. Everyone now has access to the Internet and so the value of formal media has changed.
That does not mean they are without value. Perhaps the way to think about it is the Internet has introduced new possibilities and advantages that complement formal media. Like everything else, to enhance the value of using formal media, ensure it is part of a considered marketing strategy.
Pros and Cons of Formal Media
Using Formal Media to Reach New Markets
The big advantage of formal media is its potential to introduce your enterprise to new markets. You are likely to encounter people who do not go online so much and those who have not found you online.
The big disadvantage of formal media is it’s ephemeral. The article in this week’s paper will be forgotten by next week. Radio and TV may be temporarily accessible online but will soon be forgotten. The same material on a website might be seen by the same number of people or more but over a longer period. There are occasions when something goes viral and the world beats a path to your website but these are rare and can’t be counted upon.
Formal media means exposure to regular consumers of that media. They are not forced to read it or listen but those who do may become new prospects.
Editorial Control
Another disadvantage of formal media is you do not have editorial control. The reporter, interviewer and / or editor will have significant control over content and presentation. This is not to say they will make a bad job of it but there is a problem if they don’t like what you’re offering (or it’s not for them) or they don’t understand it. Even if you write an article or press release it has been known for its main point to be edited out!
Another advantage of formal media is it gives you authority or social proof. Edited media works like third-party endorsement. Many restaurants display newspaper articles in their window. These include information about the restaurant and boost its credibility. You can report your published item and perhaps link to an online version if it exists. The fact that formal media value your work sufficiently to publish it still counts for something!
Using Formal Media to Contact Your Market
You will usually be able to invite readers or listeners to contact you. On a website they can do this through the click of a button. Whatever means of communication you offer in formal media is likely to be more effort. However, those who make the effort are likely to be genuine prospects.
One thing to consider when offering contact details is the best mode of contact. If you have a shop front, its address is likely to be helpful. Otherwise consider the likely readership of the paper – are they more likely to use the phone or contact you online?
How to Access Formal Media
If this is likely to be a major part of your local marketing, eg if your market is likely to be older people, then you will need specialist help. Developing a plan to get you out there, assessing whether it will be worthwhile and then making the contacts are all specialist skills.
Here are a few thoughts to get you started:
- Be clear about your market and the media they are likely to use.
- What is it about your offer that is likely to interest your market? You will interest formal media if they think you will interest their market.
- Is there anything eye-catching about your offer that can be photographed or filmed?
- Do you have a story that will engage media outlets?
- How do you present as a person? This is not necessarily about how you look. It is also important to consider how you interview, when filmed or in writing.
- Do you have a marketing plan and are you clear about how formal media will contribute? For example, do you want to increase traffic to your website or increase visitors to your shop? Are you offering something to people who respond?
- Are you promoting an ongoing enterprise or a one-off event?
When you have thought through and consulted about these issues, you can approach your media. You may have contacts who can help you or else you could try a press release. Visit their website first and find out if they have any guidance for organisations approaching them.
Advertising
By the way, don’t forget advertising. Like everything else advertising should be part of your marketing strategy. The issues in the list above apply equally. The main point to remember is to do it only of you can afford to lose the costs. The price is an investment and all investments have their attendant risks.
Conclusions
Many local businesses manage perfectly well without formal media coverage or, more likely, occasional and ad hoc coverage. When occasional opportunities arise, take them and integrate them into your marketing strategy.
One final point, formal media features more in non-local campaigns. If you are marketing nationally or internationally, it is a real albeit possibly expensive option. Many successful businesses manage marketing online as an alternative. Lots of businesses use both.
How have you used local formal media and how did you integrate it into your marketing strategy?