Friday, April 13, 2007

How Strategic Is Your Media Coverage?

There’s media coverage and there’s strategic media coverage. Strategic coverage supports your brand. Staying on message and remaining mindful of the desired outcome of each interview differentiates successful coverage from a mere mention.

Consider a recent feature on D-M-E Company, one of our manufacturing clients, in Global Logistics & Supply Chain Strategies. Granted, D-M-E is a client, so I acknowledge this might smack of professional bias. But this is an excellent illustration of artfully weaving key messages into an interview to support brand positioning in the marketplace.

D-M-E President Dave Lawrence masterfully recites “every step of the way” and “essential resource” messages, resulting in page-one coverage in the feature. Market research conducted to strategically position the company for growth led to those messages and countless others, such as “speed-to-market,” which also are included in the article.

When you know what to say based on what drives the market and how to say it in ways not offensive to reporters’ sensibilities about including marketing speak in their stories, you are well on your way to producing strategic media coverage for your company.

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