Archive for the ‘marketing’ tag
media relations specialist
media relations specialist
Working With Your Media Relations Firm – Realistic Expectations and Avoiding Misconceptions
You’ve hired a firm and are excited, but anxious. You’ve paid them the first month’s retainer fee in advance. You’ve signed a letter of agreement, and now you’re committed. What if they don’t do their job? What if they’re just smoke and mirrors? What if it doesn’t work? What the heck have you done?
Relax. You signed with the firm five minutes ago, and you’re already scrambling for the
lifeboats. I have had clients begin to panic within days of signing because we hadn’t yet placed them on the cover of Time magazine. You may not have a story placed for awhile. One of our most successful campaigns began with a three-month drought. We were unable to place a story anywhere for the first few months. Then it completely turned around. We placed the client on national talk shows, news shows, and radio programs, as well as in major national magazines and major newspapers.
You and your firm are a team. You are working towards the same goal. And just as there are expectations and demands that you will make on the firm, you too have to fulfill your part of the bargain, if the team is going to work and meet its objective. The firm’s obligations are to give you the best campaign it can, to come up with the best releases, come up with creative pitches, effectively utilize its media contacts, make follow-up calls and develop an effective and successful campaign for you and your business. You in turn have only one obligation to pay your retainer fee on time. But, if you’re serious about this and want the most successful campaign you can have, your list of obligations begins to grow. These are obligations that you owe to yourself. This is your business, this is your shot. Do your homework, be practical, and leave your ego at the door. You need to learn patience. Develop realistic expectations and let your firm do its job. And speaking of keeping realistic expectations, also watch out for misconceptions.
Misconception #1: Some business owners believe that they should never work with a company who represents any of their competitors, or companies in their same general field. Whereas this may seem to make sense at first glance and I understand that logic, it’s actually not the case. Sure you might not want to be represented by a company that represents a competitor who is a carbon copy of you; but, working with a firm that is known for representing others in your field can have a huge upside. Think about it, if the media sees the company as a go-to company for a certain type of story, chances are they’re going to listen when your firm pitches your story. They’ll have the ear of certain valuable editors and producers and that’s often what you need. Although that is not a reason to pick a firm, it is also not a valid reason to negate a particular company.
Whether they’re specialists or generalists, what it comes down to is whether the company you choose knows PR and whether you feel they are a good fit. Communication is the name of the game. You need a firm that understands your story and has the savvy and know-how to pitch it effectively.
To be continued…
Copyright © Anthony Mora 2008
About the Author
Anthony Mora began his media career as a freelance journalist for such
publications as Us, Rolling Stone and other local and national
publications. He served as editor-in-chief of two Los Angeles-based
entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production.
In 1990, Anthony formed Anthony Mora Communications, Inc. a Los
Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets.
Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, “Spin to Win,” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, “Spin to Win” can be utilized by heads of major corporations, small business owners, and entrepreneurs.
For further information visit:
http://www.AnthonyMora.com
Where will a diploma in marketing and advertisng take me?
Im 16 and next year im doing a diploma in marketing and advertising at a Business college.
I do have an interest in this but im not sure what career will come from studying these.
Oh and it’s a duel diploma in MARKETING MANAGEMENT / MEDIA & JOURNALISM and includes:
Specialist content includes:
• Marketing Fundamentals
• Media & Journalism
• Advertising
• Consumer Behaviour
Management content includes:
• Event Management
• Human Resource Management
• Public Relations
• Career Management
Core content includes:
• Office Administration
• Word Processing & Information Technology
• Computer Accounting (MYOB)
• Bookkeeping
Pleeeease tell what possible careers, could come from studying this 
You can be a marketing associate. In many companies they mean a straight sales person.
As you gain experience , you can try to do strategic marketing, which is very different from sales. This covers market demographics, promotion, trade events, analysis of effectiveness of such events, ROI of campaigns/promotions, PLC ( Product Life Cycle ) , EOL, and Mid-life kickers.
But most marketing types have to do a stint at field sales first – most companies use that to weed out the ones looking for an easy career.
Brooke Beckner, PR/Media Relations Specialist
