Working Effectively with the Media...grow your business. • Types of communication • The media –Role –Outlets –When and how to use them –Dealing with editors • Events

Working Effectively with the Media

Len Monheit, Executive Director, Engredea, Founder, NPIcenter

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• Types of communication

• The media

– Role

– Outlets

– When and how to use them

– Dealing with editors

• Events

– Tradeshows

– conferences

• Advertising and media buys

• Social media

• Locating influencers

• Common mistakes

Presentation Outline

• News items

• Financial, personnel

• Press releases

• More formal, special style to them

• Research

• From in vitro on up

• White papers (technical papers)

• Can be science based or use cases

• Webinars and similar presentations

• Desired outcome: Coverage (the story)

Types of communication

• Role of Media

• Present news, analysis

• Help guide the industry in a direction

• Create and nurture a community

• Tell stories

• Anticipate and predict the future

• Compete for the ‘scoop’

• Compete for relationships

• Make money

• By understanding the above, you can begin to understand how to talk with them

The Media

• Outlets

• Magazines

• Websites

• Event organizers – shows and conferences

• Recognize B2b versus b2c

• Understand the audience of each media

• Reach metrics, engagement metrics

• Jobs/roles

• Reporters

• Editors

• Freelancers

• Conference managers

The Media

• Tradeshows

• Getting there is only 25% of the battle

• Communicate before, during and after

• Contact editors to arrange meetings well in advance

• BUT, you must have something useful to communicate

• Paid communication opportunities

• Conferences

• Sponsoring and other visibility options

• Tabletop booths

• Getting to the podium

Events

• Rules

• Frequency determines rate

• You usually get what you pay for

• Verify audience

• You are known by the company you keep

• A branding campaign is different from a informational or action oriented campaign – know the difference

• Know your media – use them for guidance and feedback

• These relationships take time to build…. So invest

Advertising and media buys

• LinkedIn is a must

• Facebook and Twitter also used

• Media outlets, associations and even general groups

• Pay attention to group etiquette

• Become a resource

• Do not over-promote your company or product

Social media

Not so good….

Better……

• A definition

• An influencer is an individual that is well connected and well regarded in the industry. They have earned respect through previous connections they have established in addition to their individual or corporate accomplishments. They can be found online, and are also present at all key events in the sector, often speaking or moderating.

• How/where to find them?

• How to engage them?

Locating influencers

• If all they can offer you is real estate, just a place to set up a booth or page for an ad, then something is wrong

• Marketing services

• Internet related

• SEO, SEM, PPC

• Social media

• Lead optimization and nurturing

• App development

• They should be asking questions about your business and providing solutions

Your media company should be changing

• Unreasonable expectations

• Poor timing

• Homework not done regarding the market or situation

• Poor style of communication

• Lack of clear message

• Lack of clear value proposition

• Lack of preparation (ie for tradeshows)

• Lack of follow up

• Disengagement or lack of involvement (with the industry)

Common mistakes when dealing before or engaging or with the media

• Multiple types of interaction needed

• Deep relationship nurtured

• Ongoing program and campaign to keep informed

• Active participation at industry events

• Give the media and event organizers access to your experts

• Locate multiple influencers (trade association participation helps)

• Be patient but respectfully persistent

• Understand international culture

Best practices

Thank you.

Len Monheit,

Executive Director, Engredea

Founder, NPIcenter

[email protected]