M and M Communications

In this section

• Why it Matters
• Clarify your needs
  • Media
  • Marketing
• the M and M Team

Media

Why should you talk to the media?

• It’s free; or if you employ an external agency or marcomms team – relatively inexpensive
• It usually results in a third party endorsement
• Around 87% or people still read the local paper and 84% listen to the radio
• A 20 second appearance on ITN could cost you in excess of £35,000.

Remember that when you engage with the media, you are selling your product or service to any other potential customer. The journalist gets a story and column inches filled and you get valuable exposure and an indirect endorsement for your business.

What do journalists want?

In simple terms, journalists are after news, or more precisely, a good story.

It’s worth noting that this might not be the information you are trying to get across.

To turn your information into a good story or interesting interview, you’ll need to:

• Understand what news is
• Tell your news as an interesting story
• Make sure it’s credible

In short, journalists are after TRUTH:

• Topical
• Relevant
• Unusual
• Trouble
• Human

Some journalists would argue there are only six types of news stories and if scanning any paper or magazine you should be able to identify these types:

• Strange but true
• Heroes or villains
• Tragedy or triumph
• Row – potential, predicted or averted
• Warning
• Hypocrisy exposed

Remember that before contacting a journalist or engaging with a blogger you should ALWAYS do your homework.

As with everything else we do, simplicity is the key. Your messages may be complex, but the way you communicate them needs to be simple and consistent.

Find out how M and M Communications can help you get your messages across.

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