There is a lot of hype around media training these days. Let’s take the mystery out of all this and talk in simple terms about communications and business results. Begin with the term “earned media.” This term is associated with old media and old expectations. Do something valuable enough and important enough, went the theory, and the media (newspapers, television news and radio stations) will be knocking at your door to interview you. Most small businesses don’t have the luxury of being followed by old school media. Rather, you should expect to be told to buy your way onto pages (sponsored content) and screens (media advertising packages). This may also be one reason they are becoming less influential and less respected by young people.
Understand community engagement
Today, engagement and hyper community focus is all important. Hyper community focused and engaging is what they seek. Use Social media as the low cost space to enter the media world to share your existence and your business values. However, the communications world has splintered into many fiercely competitive entities. Social media platforms abound and the internet which is less free and no longer neutral is a tough place to get attention. Platforms like Facebook, Instagram, TikTok, LinkedIn all have their own priorities for controlling data that we each provide. Apply this basic rule: if something is free to use, expect that everything you share will be used to sell your data to others. Social media platforms are not your friend. Privacy is only an illusion when you share your “likes” and sentiments online.
But one great thing about the connected web is that every special interest can find some satisfying online forum to meet up with other like-minded individuals. If you know where “your people” are online, then you know where to start your media campaigns. If you are unsure of your market, you can absolutely trust that social platforms today know more about each of us than we ever could gather on our own.
How to start?
Answer the questions “Who are you and what do you do?” and “Who is your best type of prospect and why?”
Then be clear as you frame yourself and your business in what exactly you can do for others.
Use media to advance your business and personal growth goals.
- Use social media with the end goal in mind –
- Deliver engagements, employment, audience, etc.
- Don’t bury the lead – First words tell the viewer what they get for spending time with you.
- Do your homework – know where your potential audience hangs out.
- Social media – TikTok, Instagram, Facebook, How about Linked In?
- Traditional media – why would you be of interest to the media?
- Different
- Entertaining
- Informative
- TRANSFORMATIONAL
- Be Prepared and know what you offer. Know the end goal result you are chasing.
- Is it sales of product or your services?
- Why do you stand out?
- Do the heavy lifting – create your own media and broadcast it with your end goals in mind.
- Measure and repeat or modify.
Here’s my story:
My name is Keith Spiro. I am a business strategist and community builder. I help individuals and organizations get seen, heard and found by their potential customers and future fans.
If you can keep your message or mission concise, you can win more business and spend less time and frustration going down the many rabbit holes of distractions on your way to success.