Mum’s The Boss talk: How businesses can harness the power of traditional print media
Unless you’ve been living on another planet, you can’t have not heard the increasing buzz over businesses building their public profile through engaging their existing customers and potential new ones through social media.
Underneath all this new-fangled noise and bluster though, if you listen very carefully you can still hear a constant older hum and it’s one which often provides the original content these digital channels so sorely need and consumers still rate surprisingly highly in terms of trust.
This older ‘hum’ was the subject of an informal talk – ‘How to harness the power of traditional media’ – I delivered to a 15-strong child-friendly networking group Mum’s The Boss, in Sheffield this Tuesday. As I explained to the group, even though social media is grabbing everyone’s attention, it’s the editorial content of traditional media, like magazines and newspapers, which still tend to set the news agenda and are likely to carry on doing so for some time to come.
I talked everyone through three simple steps towards gaining editorial coverage for their businesses: Step 1: Focus on your target media, Step 2: Uncracking the print media code (what makes titles tick & how consumers regard editorial) and in Step 3 I showed everyone a couple of articles I’d placed as a journalist and asked them to start thinking like editors…
Special mention goes to the ‘honourary’ female at the meeting, Jon Hilton, MD of Pulse Rate Training Ltd – and the first ever male attendee of Mum’s The Boss South Yorkshire!
Here’s 5 more top tips to help businesses create positive headlines:
• Great stories are media gold dust! Brands who understand the power of personal stories have more success connecting with their audience, being remembered and creating brand loyalty.
• If you don’t already know your target media, research it! Buy the title & study it or look at their online offer. If they have website, look on advertisers section as will have details about their audience demographic, official circulation figures and other useful info.
• When you’re ready to approach a title with your story, write a short, well-written and informative press release, include a photo & always email to a named journalist/section editor. Build connections with these journalists – you might not strike lucky at first but learn to understand what they’re looking for as they are the gatekeepers to unlocking great editorial coverage.
• In many national female consumer magazines (and some newspapers or trade titles) if you are talking about your personal story to highlight your business it’s often acceptable for your website details to be featured in the article. Many womens’ magazines also permit copy approval to interviewees (this will mean final version of the article will be read to you over the phone) – if in doubt, ask.
• Once your story is out in local press, be aware there is a good chance it will get picked up by national media – (this is how many national stories are still sourced by journalists).
So don’t believe the hype. Print isn’t dead (not quite yet anyway). And great editorial coverage still has immense value.
Sheffield’s big conversation
Image: An illustrated example of one of the ideas received.
Source: Sheffield City of Culture team
Once a journalist, always a journalist. Talking to ‘ordinary people’, finding out what the real story is, watching an organic, exciting event come to life – I’ll never get tired of being in the thick of these sweet slices of life.
And last week, I was thrilled to witness this spirit was alive and well in Sheffield, at ‘What’s Your Big Idea? event, held by the Sheffield City of Culture 2013 team.
Sheffield, keep on speaking up!
Here’s more about the event, from the SCC team:
The team behind Sheffield’s UK City of Culture bid undertook the largest arts and culture consultation that the city has ever seen last week. The ‘Sheffield City of Culture: What’s Your Big Idea’ event, which took place on Friday 16th April at The Circle from 8.30am – 8.30pm, saw hundreds of people of all ages and walks of life turn up to share their ideas for arts and culture in Sheffield – well exceeding the target of 1000 big ideas!
Amy Carter, Head of Arts at Sheffield City Council, was thrilled by the enthusiasm and ingenuity of the Sheffield public: “People seemed to come in their droves, full of great thoughts and ideas for the city. Some people were waiting outside for the doors to open at 8.30am! Many simply wrote their ideas down, however others drew pictures, created collages and even sang their ideas to us.
“Some people were engaged in long conversations and constructive debates with members of the bid team, and guest facilitators from the cultural sector, including leading artists, festival directors, choreographers and musicians, were on hand to discuss the bid and help capture and explore people’s ideas.”
Visitors were encouraged to think broadly, use their imaginations and think beyond restriction to come up with exciting programme ideas for 2013. An impressive 41 blank canvasses were filled, 11 huge paper table cloths were covered in ideas and the suggestion box was over flowing.
The ideas received encompassed:
supporting and showcasing Sheffield’s new talent
taking the city’s existing great events to a new level
capitalising on the power of dance as a way of bringing people together
a range of ideas about how art can improve people’s health
using the cities topography as a stage to promote community arts and music
reflecting the city’s reputation for independent thinking in the 2013 programme
The very best of the ideas will be included in the final bid to the Department of Culture, Media and Sport which will be submitted on 21st May 2010.
Amy concludes: “It was fantastic to see such enthusiasm for the bid and a real desire from the Sheffield public and businesses to make the bid a success. We look forward to carrying the ideas forward, developing them and really creating something amazing in 2013!
“If you have an idea that you would like to share with us, then you can still do so by visiting http://www.sheffieldcityofculture.com.”
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Arts & Culture, News Comment, Sheffield Life
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