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MEDIA MOTIVATORS Issues 21 - 25
ISSUE No. 21
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"Goals begin behaviours. Consequences maintain behaviours."
Kenneth Blanchard and Spencer Johnson
Goal Setting by Graeme Alford* of Dynamic Improvements
Do you ever wonder why it is that some people are more successful
than others?
Why some people are more focused in what they are doing?
If people succeed, is it due to good luck or good management?
The answer to these questions is not chance. These people have
succeeded because they have mapped out a clear direction for
themselves and work towards it step by step on a moment-to-moment
basis.
Luck, which could also mean "Labour Under Correct Knowledge," is
rarely responsible.
This is for those hoping winning lotto will solve all of their life
problems.
Here are 8 tips:
1. Succeeding is Having a Clear Direction
It is about setting goals that are achievable and pushing yourself to
perform beyond your current comfort zone to get there. It is not about
breaking past performance levels.
2. Reasons for Not Setting Goals
Many people don't set goals because they don't know how. Until
recently, goal setting was not part of the schooling process,
generally it was a skill picked up from your parents, if at all.
3. Understanding the Importance of Setting Goals
An aeroplane flying from Perth to Sydney may only be a few degrees off
course, yet it may end up in Canberra. Likewise a lack of goals can
result in people finding themselves in a place they had not
planned - yet the journey was not dis-similar to what it should have
been.
4. Fear of Rejection
Generally goals should not be disclosed to others unless their direct
input is required to achieve the goal. This will prevent the
destructive criticism of others who do not appreciate the importance
of setting goals or the relevant of the goal to your life.
5. Fear of Failure
This is the final reason most people do not set goals. Again, failure
is an important component of success. By failing, corrective action is
possible to prevent the same from re-occurring. Nearly all successful
people have failed on their journey to success - we learn more from
failing than we do from succeeding.
6. Applying Goal Setting to Business
Based on traditional management practices, goals must be defined by a
target. This is the achievement of a definable and measurable quantity
by a set future date. To be truly effective, a goal must also be in
accordance with the individual's own principles and beliefs. This
prioritises your goal.
7. Self Belief
A goal should encompass: desire and belief; analysis of the current
position; what is required to achieve your goal; developing a plan;
and apply determination and persistence to achieve what you want.
8. Overcome Resistance
Most people give up at the first sign of resistance or the first
setback. This should only encourage you more to achieve what you want.
* Graeme Alford has worked in executive management positions for 17
years and has operated a successful management consultancy for the
past six years. He can be contacted at www.dynamicimprovements.com.au
Media NTK's (Need to Knows)
Stealth Photography - The lengths photographers go to get a story,
especially of celebrities. Newspapers and magazines can pay upwards of
$100,000 for celebrity photographs. One of the most memorable shots
was the story of Prince Andrew with Koo Stark on the Caribbean Island
of Mustique. The shot of Andrew wearing only boxer shorts with a
semi-naked Stark was captured by legendary photojournalist Peter
Carrette in the mid 1980s. Headlines around the world screamed "Me
Tarzan, You Koo", above a picture worth $30,000.
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ISSUE No. 22
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"Ma tao kung chen."
"Horse arrives, success comes" is the phrase to welcome in the Water
Horse Year.
Eight Ways to Promote Your Website - On the Internet
1. Email signatures. Every email you send should contain your web
address and a link to your website at the end of the message.
2. Electronic business cards. Interactive CD Business Cards - known as
BizCards enable you to store information about your business or
organisation on a CD (the same size as your business card), and will
play easily in most CD-ROM drives. They provide great credibility
by using start-of-the-art technology, so always include a dynamic link
to your website if using BizCards.
Tip: Jeff at QuickCopy Audio Services on bizcards@quickcopy.com.au
is
a great contact.
3. Electronic postcards. Another media to promote your website is
through electronic postcards. They can be more visual and colourful
than standard plain text.
Tip: Cutting edge companies are now conducting email marketing
campaigns with a short 30 second video attached. Always check what
your subscriber's company policy is on receiving email with
attachments.
4. Links to other sites. The links on your website must add value to
your web page to maintain the image you want to create.
5. Electronic newsletters and magazines. This is one of the fastest
growing forms of promotion. It must contain rich content, valuable
information to prospects or customers and must be simple, short and
easy to read.
Tip: Do not overload your e-newsletter with information.
6. Writing articles for other email newsletters. Contributing to other
newsletters that also reaches your target market also helps in
promoting your website.
7. Discussion groups or clubs. Generate visitors through discussion
groups in related topics.
8. Search engines. Look very carefully and think like a site visitor.
What sort of key words would they type in to search for your company
or product or service?
Media NTK's (Need to Knows)
Passives: A radio term used to describe listeners who do not call
stations in response to contests or promotions or to make requests or
comments. Also known as the silent majority.
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ISSUE No. 23
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"Our presuppositions, our most fundamental beliefs about ourselves,
our business, and the world are being overturned on a daily basis.
There can be no more important task than understanding and mastering
change."
George Land and Beth Jarman
TIP: Manage change or it will manage you! See the coming events
section to learn more about managing change.
Fourteen Things I Learnt About Public Speaking from Listening
to
President William Jefferson Clinton.
I have always wanted to meet Bill Clinton. I didn't shake his hand but
I did achieve a life long ambition to see him speak.
My motivation? Anyone who earns $300,000 for a 50 minute keynote
presentation must be good.
As a professional speaker I wanted to see Clinton in action and learn
as much as I could about the craft.
I didn't want to hear what he said, but how he said it!
I had that opportunity in Perth on Saturday February 23, 2002.
Here's my analysis of what I learnt from hearing Bill Clinton in
person.
1. The Power of Presence. There was a buzz about being in
the same room as President Clinton. His body language, smile and
confident hand shake exuded charisma. His considerable charm reminded
me of that high school science experiment when you tip iron filings on
a white sheet of paper covering a strong magnet. People were attracted
to Clinton like metal filings to a powerful magnetic field.
2. A memorable entry. The way Clinton's entry to the ballroom was
stage managed was brilliant. Everyone was asked to stand and then he
walked into the room to his US Presidential election theme song 'Happy
Days are here again'. The emotion in the room was electric and made
the hairs on the back of my neck stand up.
3. An unexpected set up. Alan Jones was MC and the warm-up included a
short film on the two giant screens taking a light hearted look at
Clinton's last days in office. Scenes included Clinton washing the
Presidential car, clipping the hedges and playing switchboard operator
in the Oval Room. A great scene from a press conference showed Clinton
waking a single sleeping journalist.
4. Personal presentation. Who cares if Bill Clinton pays $500 for a
haircut? Many women on my table commented Clinton was far better
looking in the flesh than on TV. His dress and presentation was
absolutely immaculate.
5. The introduction. A well constructed introduction helped build
empathy and highlighted Clinton's life had not all been plain sailing.
The fact his father died when he was young, his mother was a nursing
assistant and he was born in Hope, a town of 10,000 people helped
put success and achievement in context.
6. The marketing strategy. In previous years a big advertising blitz
brought audiences to see speakers like former Soviet leader Gorbachov
and others. Their marketing approach was very commercially focussed
with a massive advertising budget. The Clinton event had a more
humanitarian angle with funds being raised for a good cause, namely
sick kids through The Princess Margaret Hospital for Children
Foundation. This was a better match with Clinton's core values of
building community and having an empathy with the concerns of
ordinary people. The marketing campaign relied heavily on positive
media coverage to create awareness of the event.
7. Building on the sense of destiny story. A strong personal brand is
built on stories. The story of Clinton meeting President Kennedy when
on a youth leadership camp was used to great effect. Not only was it
mentioned in the introduction but that famous photo of Clinton shaking
JFK's hand was also used in the marketing materials. Other brand
building shots including an intimate moment with Hilary, a shot of him
playing the saxophone, a jogging photo, one with Chelsea and one
featuring Clinton lined up with 3 past Presidents helped define
Clinton the man.
8. Customisation of the message. Clinton's speech in Perth was
customised to include stories relevant to a Perth market, including
his memories of Perth switching on its lights at night for a US space
mission re-entry and comments on a former US President's career as a
mining engineer in Kalgoorlie.
9. Use of humour. Clinton used some great lines about how he could
have helped previous President's in advising them on how to deal with
the media in tricky situations.
10. Memorable one liners using opposites. This can be used to great
effect. When talking about possible solutions to the war against
terrorism, Clinton said "most of the big things in life are simple".
11. Repetition. Clinton used this proven speechwriting technique to
great effect.
12. Use of metaphors. Clinton used the metaphor of the gap between the
human invention of the club and the shield to describe the present
situation in the war against terrorism. He said "this gap needs to
closed". This makes intangible concepts have more impact with an
audience.
13. Use of emotion and family values. Clinton told the story of how he
was in Australia at Port Douglas on September 11th and how his
daughter Chelsea was in downtown New York. He connected with every
parent in the room when he talked about his feelings when he couldn't
contact his daughter on that day for 3 hours.
14. A call to action. The aim of the event was to raise money for a
Children's hospital. Clinton's final words were "I want you to help".
Simple, direct and powerful.
I hope you have enjoyed this analysis. Please forward to a contact.
I certainly learnt a lot by seeing one of the world's great
communicators in action.
Whatever your personal views on Clinton are ... his personal warmth,
ability to connect with an audience and presentation skills are
outstanding.
Media NTK's (Need to Knows)
Concatenate: To link together or join. For example, concatenating the
three words in, as, and much yields the single word inasmuch.
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ISSUE No. 24
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"I've always felt that the journey was more enjoyable than reaching
the destination. And it's taken me a lot of years to realise that.
I've learned now to step back and enjoy the process."
Former Hairdresser and Successful Rock Singer, Jon Bon Jovi
TIP: Live life in the moment.
How to Leverage Media Coverage to Build and Grow a Bigger
Business.
Much of the consulting work we're doing with clients at 8M is in media
relations. Simply put, we are in the business of building and growing
reputations.
The beauty of media coverage is its free and gives great credibility
because it is written by a third party, namely a journalist.
Getting media coverage requires one set of skills, but how do you
leverage off that media coverage to gain maximum benefit.
Here are my tips for maximising the power of media coverage once you
have gained it.
1. The Power of Momentum. Once one media outlet picks up on a story
then others are also likely to run with the issue and look for new
angles. Always look to a range of media outlets covering many
different mediums. The power of momentum utilises the strengths of
all, for example radio, print, TV and Internet.
2. Maintain a positive, helpful attitude towards the media. Remember
the media is a people business. Build relationships with key people
covering areas within your field of expertise.
2. Get reprints of print articles. One of the most cost effective ways
of leveraging media coverage is to ask the publisher permission to
run extra copies of your article as a reprint. I recently wrote an
article for a Management magazine and had 5,000
extra copies of my article run off by the printer. I now use these as
handouts in seminars and to send to clients and prospects.
3. Record radio interviews. If you are going into a radio studio to
conduct a live interview always take a blank cassette tape with you
or minidisk. Ask permission for the station to record your interview.
Then make copies of the interview to handout free to prospects or
clients. Remember the radio station retains copyright of the interview
so you can not sell it for commercial gain. You can only make copies
to give away for free.
4. Customise articles for specific industries. One of the hardest
things about writing articles is developing your main theme and a
logical argument. Once you have done this it is a relatively easy
process to customise articles for different industries.
5. Encourage syndication. If you are writing articles for a specialist
trade magazine ask the editor if they syndicate articles to other
magazines. I recently wrote an article on Managing Change for a
national Franchising magazine and the editor subsequently said she
would be interested in running it in "National Accountant". This has a
circulation of around 15,000 nationally, to accountants who are
members of the National Institute of Accountants. She asked "Do you
have any problem with this?" You don't have to guess what my answer
was!
6. Use existing success to leverage into new markets. We recently had
success with a client's new book and gaining radio interviews in
Perth. The author is also visiting Adelaide and we provided a range
of contacts in this market. The response to doing an interview was
far more positive in Adelaide when it was mentioned there had
already been coverage in the Perth media.
7. Offer to be available to take talkback. Always offer radio stations
the opportunity to come into the studio and take talkback. This gives
you more airtime and the ability to position yourself as an expert.
Engaging with talkback callers is a great way to lift your profile,
share your knowledge and help the station make great radio!
8. Offer to write a regular column. If you have a range of ideas and
can turn this into regular articles - why not break this expertise up
into bite sized chunks by writing a regular column in a magazine. This
will position you further as an expert and regularly put you in front
of readers.
9. Turn your articles into chapters of a book. One of the most
powerful ways of leveraging regular articles is to re-write them for a
book. This has a double benefit. You get the discipline and practise
of writing articles and then this provides the basis for a book.
10. Use local businesses as an outlet for your product. This has to be
one of the most powerful leveraging tools. If you are going into a new
market with a new product or service research what local
distribution channels there are. When you gain media
coverage for one of your products in a new market - for example a new
book - immediately find a local bookstore in the catchment area of
that media outlet and approach them to distribute your book. Then
mention this business in your media interview. This has a powerful
effect in creating a win-win situation for both the local business and
you. They get free publicity and you get a local advocate for your
product.
Media NTK's (Need to Knows)
Deadline: The time set for the completion of an article. If contacted
by the media always ask what their deadline is so you can plan what
you are going to say.
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ISSUE No. 25
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"The general rule is that people who enjoy life also enjoy marriage."
Phyllis Battelle, 1840 -1922
TIP: Take a positive approach to life.
10 Tips on How to be Media Savvy for Office Professionals
Often the first point of contact the media has with an organisation is
with the front desk or receptionist.
In fact, the first point of contact within an organisation can make or
break a journalists perception of the company and may impact on
how they report about your business.
I had a recent example of a really media savvy person answer the phone
for a national industry association.
It was a personal call to a friend and the switch operator politely
asked for my name and company.
Quick as a flash, after I said 8M Media and Communications, she
enquired whether it would be more appropriate to speak to someone in
media relations!
This is a great example of how first impressions can shape
perceptions. I was impressed the organisation was switched on, firstly
enough to care and secondly to direct my call to the appropriate
person.
Here are my 10 tips on how to be media savvy for office professionals.
1. Have a Formal Media Policy. Every organisation should have a policy
on talking to the media. A formal policy helps minimise the risks and
maximise the opportunities when dealing with the media.
2. List by name in the organisation who can and who can't talk to the
media. This is the basis of a good media policy and well run
organisations have clearly designated responsibilities in this area.
3. Make sure everyone understands the policy and it is well
communicated throughout the organisation. My earlier example shows how
important it is to communicate the media policy to front line team
members. This is especially important in an emergency or crisis
situation.
4. Act as a gatekeeper. Good office professionals are the heartbeat of
an organisation and control the flow of information. A good executive
assistant can play a vital role in acting as a gatekeeper and
controlling access to key decision makers in an organisation. Always
be able to direct all enquiries to relevant people.
5. Be courteous. Remember the media's impression of you represents the
whole organisation and may influence how they report on your company.
6. Ask the journalist for their name, organisation, contact details
and most importantly, their DEADLINE. In the media, seconds make a
difference whether a story makes the news or not.
7. Always call back within an Hour. This ensures the journalist knows
what is happening prior to the deadline and helps them better plan for
their story.
8. Don't be drawn into speculation. The media are highly trained at
extracting information from people. They are some of the most
persuasive professionals in the world. Be disciplined and avoid
speculation. Always explain who you are and why you cannot
give further information.
9. Assume everything you say is on the record. Many journalists will
use the line they only want background information and it will not be
on the record (i.e. published or broadcast). In my experience it is
better to avoid any grey areas and assume everytime you speak to a
journalist it will be used and in the public domain.
10. Review and evaluate. If you have been involved with the media -
whether positive or negative - it is always worthwhile to review your
policies and procedures. Simply ask two questions - what worked well
and what could we improve for next time.
Media NTK's (Need to Knows)
TIFF: This is not a misunderstanding between a reporter and
an editor, but an acronym for tagged image file format, one of
the most widely supported file formats for storing bit-mapped
images on personal computers (both PCs and Macintosh
computers). Often used by the media for digital images
such as logos, photographs etc. Sent as an email
attachment for providing images to journalists,
graphic designers or other media professionals.
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For Further Information contact: Thomas A.C.
Murrell
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