Module 6.12 - Going Around the Media
Module
Introduction
Just
because the news media is the primary way to get your information to the outside world
does not mean it is the only one. There are ways to circumvent the news media and deal
directly with the audiences that you are trying to reach. Despite the risk of media
criticism, there are definitely times when it is the best way to make sure that your
message gets out to the public exactly the way you want to present it. Of course, you have
to learn when going around the media is practical and desirable, and when it isn’t.
~ ~ ~ ~ ~
1. Going Around the Media
Just because
the news media is the primary way to get your information to the outside world does not
mean it is the only one. There are ways to circumvent the news media and deal directly
with the audiences that you are trying to reach.
When you do so,
however, the news media will know what you are doing. Sometimes they will comment on it
and sometimes they won’t. At times the “commentary” will cause the types of
problems—negative media attention—that you were trying to avoid by going around
the media in the first place.
Despite the
risk, there are definitely times when it is the best way to make sure that your message
gets out to the public exactly the way you want to present it; free of criticism or
comments.
The three most common
ways to directly reach the public are:
You have to learn when going around the media is practical and desirable, and when it isn’t.
~ ~ ~ ~ ~
2.
Buying Time and Space—the Problems
One of the
primary advantages of radio, TV, and print coverage is that it is basically free. You pay
to get the message to the media—the cost of the news conference, news releases,
information packets, and so on—and after that the cost is theirs.
Buying space
means just that—paying for every second of airtime and inch of newspaper or magazine
advertising space that carries your message.
If you are
dealing with print, even if you write it as if it were a news story—with a headline
and following by the 5Ws—the paper will label it as “advertising.” They do
this to make sure that their readers know that this is not part of the “news.”
Radio and TV
stations will announce that “This is a paid advertisement” for the same reason.
The news
media know that their stories have more credibility than advertisements have, and they
want to make sure that the advertiser does not successfully pass any message off as a
legitimate news story. Let’s face it; the “standards” for such
advertisements are the same as they are for advertisements selling real estate, floor wax,
kitchen appliances, and hemorrhoid cream.
Most readers,
listeners, and viewers know this, and treat them the same way they treat advertising.
As with all
advertising, just because it is there doesn’t mean that anyone is going to pay
attention or believe it.
~ ~ ~ ~ ~
3.
Buying Time and Space—the Problems (Continued)
Despite the
problems, there are four very good reasons for buying space and time to get a message out:
1) The
message will appear exactly when and where you want it to appear.
This allows you
to target your exact market to the specific audiences you want to reach; the people who
read, listen to or watch specific media. Since it is an advertisement you would base its
placement on the same demographic criteria that you use for your conventional advertising.
You also get to make sure that your message is put in front of them when you want them to
see it or hear it.
2) The
message will say exactly what you want it to say.
It will not
contain anything that you do not want said. Every word, picture, graphic, or illustration
will be exactly as you want it.
3) The
message will not say anything that you do not want said.
There will be no
rebuttal, no comments from critics, no comparisons that do not put you or your “product”
in the best light, and no extraneous or embarrassing issues that you do not want
mentioned.
4) Some
people will forget it is paid advertising.
Some viewers
will treat it as “real” news, and will forget that all they are seeing or
hearing is an extended advertisement.
~ ~ ~ ~ ~
4. organizational
Magazines
A organizational magazine—either published on a regular basis or on an as-needed basis to deal with specific issues or topics—is still one of the most effective tools available for reaching outside constituencies. It can contain information that might also be contained in news releases, brochures, annual reports, statements, and media interviews. It can also give the organization’s “side” of an ongoing issue or controversy.
One of the main keys to its effectiveness is the format. When we see a brochure or manual, hear a speech, or read a news release, we “know” that someone is telling us something that they want us to know.
Magazines are ubiquitous. We think of them as magazines first, and as organizational communication tools later, if ever. We are more likely to accept what they tell us without as many of the barriers we throw up when dealing with other types of organizational communication. The more magazine-like it is, the more it mimics general interest magazines in style and content, the more likely the public is to accept it as such.
A well-designed magazine on good paper with an impressive cover looks “valuable” and attractive. While many people throw out advertising flyers and brochures without even looking at them, most will at least look through magazines before tossing them out.
If the magazine looks interesting and
informative, people will tend to read it. If, however, it looks and reads too much like a
organization brochure or news release, it will be treated as such.
~ ~ ~ ~ ~
5. organizational Magazines: Case Study – Volvo
When market research showed that consumers considered Volvo cars stiff and boring, the organization decided to develop a magazine to help change its image. Volvo Magazine was designed to reflect the interest, concerns, and lifestyles of Volvo owners and their families. It was started with three clearly defined objectives:
1. Change the way people thought of Volvos;
2. Communicate with Volvo owners around the world;
3. Build sales and beneficiary loyalty.
Volvo considers the magazine one of the major factors of its communication strategy, and the heart of its beneficiary relationship marketing initiative.
Although the magazine first started in the U.K., today the automaker produces 18 versions of the tri-annual publication in 10 languages for a total circulation of 1.4 million in 16 countries. It is also available online.
Throughout the years, article topics have
ranged from automotive safety to driving through the Australian outback, from touring
· 33 percent of readers bought either Volvo products or services;
· 34 percent visited Volvo dealerships;
· 60 percent said they would definitely consider buying a Volvo—or another one—when it was time to buy their next car.
~ ~ ~ ~ ~
6.
Speaker Bureaus
A organization speaker bureau is a direct link to the outside
world. Every time the bureau supplies a organization employee or executive to speak to an
organization—professional, fraternal, school, or community—the organization has a
chance to “hand deliver” its message to a target audience.
Even though
speakers are seen as organization representatives, they are also seen as human beings, just
like those in their audiences.
Unlike the most
expensive, creative, carefully designed, and professionally produced TV commercials,
speakers are real. They are seen as representatives of “the organization” much more
than any advertising campaign.
Speaker bureau members tend to form relationships with the people they speak to, and often become the contact person when someone has a question, comment, or concern about the organization or its products. It doesn’t make any difference what department or division they might be in, or even what they do. When someone wants to get in touch with “the organization,” their natural tendency is to get in touch with someone they already have a relationship with, even if it is only a brief one. People prefer to deal with someone they know than a stranger.
As a result, a
organization that decides that it wants to have a speaker bureau needs to actively support it
in terms of money, time, and training. The organization must also know that regardless of their
duties, job classification, or position, speakers are also de facto members of the
community relations or public affairs team.
~ ~ ~ ~ ~
7. Creating a Speaker
Bureau
You probably
already have employees who can spread the organization message better than your advertising
agency.
These are the
people you want for a speaker bureau.
While there are
Ph.D.s who could make the discovery of human-like life on other planets sound boring,
there are also school dropouts who can hold a room spellbound simply by talking about what
they did that day.
You cannot look
at a person’s educational accomplishments, position, gender, race, size, religion, or
heritage to determine if they have what it takes to be an effective public speaker.
The key factors
in identifying good—or those who could become good—public speakers are: Do they
enjoy public speaking? Are they willing to try it? Are they passionate about their topic?
Relatively few
people will say yes to the first two questions. Most people hate and fear public speaking.
In fact, surveys show that it is the number one fear of people in the
There are two
approaches to organizing a speaker bureau:
This, however, can lead to
resentment and poor performance.
This approach is
better since it results in speakers who are more enthusiastic. If they are passionate
about their topic, you can help them become effective speakers.
~ ~ ~ ~ ~
8. Creating Speaker
Bureau (Continued)
Let’s
look at what is involved in creating an effective speaker
bureau, and at the sorts of inducement the organization can offer to help it develop:
1) Recognition
Anyone who
regularly speaks in public will become better known. There may even be media coverage
which can let speakers develop into experts, people the media calls for comments or an
explanation when something related to the speaker’s topic makes the news. Speakers
also become better known within the organization, which increases their opportunities for
advancement.
2) The
opportunity to speak about something they know and care about
If you’re
not interested in the subject you’re talking about, it’s highly unlikely that
you can get and keep your audience interested in it. People will spend more time
preparing, and put more passion into delivering, a speech about something that they really
care about, or are interested in.
3) Compensatory
time off or some other reward for giving their time
No matter how
interested a person is in public speaking and their topic, it does take a great deal of
time and effort to prepare, practice, and present their speech. Preparing the speech takes
even more time. If they are doing
this for “the organization,” then the organization should do something in return.
~ ~ ~ ~ ~
9. Creating Speaker
Bureau (Continued)
4) Topics
What are the
natural topics for your organization? Once you develop a list of topics, decide what should be
said about them. What is the organization’s position on an issue? If the speaker is
representing the organization, the speaker has an obligation to represent what the organization
believes in. At times, however, there may be no clear consensus on a topic, which means
that management has to agree on one before a speaker representing the organization talks about
it.
5) Help with
researching, organizing, and preparing their speeches
Every
organization is filled with information about what they do, and why they do it, as well as
with experts in the various fields the organization deals with. Even speakers who are experts
in one area of the organization might still need help assembling information about those areas
they are not as familiar with; those areas out of their field of expertise.
6) Speaker
training
Some organizations
run their own speaker-training classes. Others use outside consultants. Another—or
additional—alternative is to send your employees to Toastmasters. With groups in more
than 70 countries, Toastmasters is the world’s largest, non-profit, public speaking
organization. Some organizations
start and sponsor an in-house Toastmasters group that is open to everyone in the organization,
not just the members of their speakers’ bureau. This can lead to more people joining
the speakers’ bureau.
~ ~ ~ ~ ~
10. The
Internet
No matter which media you decide to use
to take your unfiltered message directly to the public, you can also put that message on
your Internet site. This is one reason why the Internet has so quickly become the
organizational world’s most visible, useful, and used gateway to external audiences.
Anything that can be printed, photographed, videographed, or recorded can often be placed on a organization website, if it is information the organization is willing to release to the world.
Some information is more effective on the
Internet than it is on paper or some other static medium. There are three major
attributes afforded by the Internet that other media lack:
1. Links. It is possible to establish links from one page to another so that a potential beneficiary can “click” on an item they are interested in and be taken to another page with a complete description. Another click could let them buy it, or take them to a site of a local distributor.
2. Immediacy. It can take days, weeks, even months, to get new information out to external constituencies. The vast majority of that time is in production and distribution. With the Internet, once the information has been posted, it is also, in effect, distributed to anyone who goes to the website and has any interest in it.
3. Availability. The Internet is always on, and always available.
~ ~ ~ ~ ~
Assignments
1.
Speaker’s bureau members |
A. More creditable
than advertisements |
|
2.
Buying air time |
B. Ask for volunteers |
|
3.
Media stories are |
C. A good way to go
around the media |
|
4.
Some people will forget it’s advertising |
D. Often form
attachments with people they speak to |
|
5.
The best way to organize a speaker’s bureau |
E. Is very expensive |
|
6.
Advertising campaigns |
F. A good reason for buying time and / or space |
Answers:
1.)
D
2.)
E
3.)
A
4.)
F
5.)
B
6.)
C
Multiple-Choice
1. Speakers
are de facto members of ________.
a.
A larger community
b.
The public affairs team
c.
Management
d.
The media
2. Common
ways to reach the public are _____ .
a.
Telephone
b.
Direct mail
c.
Speaker’s bureaus
d.
Both B and C
3. An
inducement(s) to join a organization speaker’s bureau includes
a.
Recognition
b.
c.
Compensatory time off.
d.
All of the above
4. The
Internet is ________ .
a.
Immediate
b.
Always available
c.
Able to provide
links
d.
All of
the above
True / False
1.
_____ Anything
the organization doesn’t want the world to know shouldn’t be posted on a website.
2.
_____ There
is just no good way around the media.
3.
_____ Direct
mail is a common way to reach the public.
4.
_____ Most
people want to get paid to join a speaker’s bureau.
5.
_____ Advertising
always gets attention.
6.
_____ Once
you get the message to the media, the cost is theirs.
Answers:
1.
T
2.
F – Wrong, as long
as you can pay for it.
3.
T
4.
F – Many due it for
the recognition or compensatory time off.
5.
F – Just because it’s
there doesn’t mean anyone will pay attention.
6.
T
Summary
As we
have seen, just because the news media is the primary way to get your information to the
outside world does not mean it is the only one. There are ways to circumvent the news
media and deal directly with the audiences that you are trying to reach. Despite the risk
of media criticism, there are definitely times when it is the best way to make sure that
your message gets out to the public exactly the way you want to present it. Of course,
you have to learn when going around the media is practical and desirable, and when it isn’t.
~ ~ ~ ~ ~
Test
1.
_____ When
you write up an advertisement like a news story, it has more credibility.
2.
_____ There
are always ways around the media.
3.
_____ A
organizational magazine is very effective for reaching outside groups.
4.
_____ Speakers
are often seen as more representative of the organization than advertising – for some
people, they are the organization.
5.
_____ Effective
public speakers are born, not made.
6.
_____ organizational
magazines can increase sales.
7.
_____ The
internet is the organizational world’s most usable gateway to external audiences.
8.
_____ A
speaker’s bureau can be run on a shoestring before and after hours.
9.
_____ A
organization magazine must be well-designed, informative and interesting for people to treat it
seriously.
10.
____ It
is always desirable to circumvent the media.
Answers:
1.
F – The media still
will label it as an advertisement.
2.
T
3.
T
4.
T
5.
F – A person’s
heritage, gender, or size do not correlate to being good public speakers.
6.
T
7.
T
8.
F – It needs money,
time, and training.
9.
T
10.
F – Sometimes you
need media credibility.
Bibliography
Levine, Michael
& Gendron, George (2001). Guerrilla PR
Wired, McGraw-Hill NTC.
Yudkin, Marcia
(1994). Six Steps to Free Publicity,
Plume.
Stone, Bob, et al.
(2001). Successful Direct Marketing Methods,
McGraw-Hill Professional Publishing.
Glossary
Advertising campaign
– A coordinated effort
to send the public a message directly through the use of paid spots on TV, radio, or in
print.
Speaker bureau
– A group of
organizational members who go into the community to discuss many topics relating to the
organization.
Direct mail – Sending
written information directly to a specific target audience or audiences.
Learning Objectives
·
There are times when
going around the media and presenting your message precisely the way you want to say it is
practical and desirable.
·
The Internet has
become the organizational world’s most visible way to reach an external audience without
using the media.
Q&A
1. Why would my organization want to
circumvent the media?
It might feel that its
messages are being distorted, either accidentally or purposefully. It may also be that the organization feels that the
message isn’t getting to its intended audience powerfully enough. At this time, the organization may decide to spend the
money for media coverage that it can control and direct.
The three most common
ways to reach the public directly are through advertising campaigns, speaker bureaus,
and direct mail. The organization has to
realize that this is expensive. The cost
depends on the medium (TV being most expensive) and the when the message is delivered. For example, a 30-second TV spot at the last
SuperBowl ran approximately US$2 million!
2. Can
a organizational magazine help us reach our stakeholders?
organizational magazines are one of the most effective ways to reach your constituents. It can contain the same information as has been found in press releases, news coverage, interviews, and annual reports, plus it can give the organization’s view of various issues. There are so many magazines around that we tend to take them as being relatively impartial, especially if the paper and print quality are well done. If the format is interesting and informative, people will tend to accept it as being legitimate and not a house organ, playing whatever music the organization has written.
3. Why should an organization form a speaker bureau?
Many organizations
– civic, educational, or professional – look for speakers for their programs. If an organization has interesting speakers to send
to these groups, it can “hand deliver” almost any message it wants. Worse case, it delivers the message that the
organization is part of the community and wants to help. The
speakers are seen as just like the audience members, as well as organization representatives.
However, if the
organization wants a speaker bureau, it must provide support in terms of money, time, and
training. Other inducements include
promotional opportunities through recognition, the opportunity to speak on a favorite
subject, or compensatory time off.