Voice mail as training tool, radio placement tips, more

How can listening to messages on voice mail serve as an important media training tool?

How can listening to messages on voice mail serve as an important media training tool?

"One of the most important - and challenging - aspects of media training is boiling down a client's key messages to seven to 12 seconds each," says Susan Anthony of Sawmill Marketing Public Relations.

In a typical TV story, this small window will likely be the maximum amount of given time to convey a key message.

"During training," adds Anthony, "we'll often highlight a powerful anecdote from a veteran TV reporter as a way to dramatize the importance of this message window: 'Check your cell-phone messages. Notice the point when you get irritated that [it's] going on too long - about 15 seconds.'"

This helps clients relate to and appreciate the 12-second interval, which is ample time to respond to any reporter's question with a clear-cut, concise answer that accurately communicates an important message, Anthony notes.

Radio placement

Does guaranteed radio placement mean better results?

Guaranteed placement does not mean better results, says Aaron Fier of News Generation.

"It may mean a larger advertising audience for your message," he notes, "but knowing the difference between your earned media audience and your 'guaranteed' or advertising audience is key." A guaranteed placement does not ensure it will have the same impact on the audience as earned media.

Guaranteed and earned placements have different qualities. Guaranteed placements are run between newscasts, not in the content of newscasts, similar to commercial spots. Also, guaranteed placements have less credibility or value than earned placements, since they fall into a station's advertising lineup, rather than programming content.

"Earned placements have greater value than 'granted' placements because when pitching a story, editors evaluate the content by relevance to the demographic," adds Fier. "This filtering process eliminates the weaker stories, which adds more value to the stories that are run.

"Guaranteed placement does indeed guarantee that your story will broadcast," he concludes, "but it does not put your story where strong stories should be, and that is in the content of news and talk shows."

B-to-b marketing

How can rich media and video be leveraged for effective b-to-b marketing campaigns?

"Over this past year, online video has exploded," says Sharat Sharan of ON24. The prevalent issue today is how rich media and video can potentially enhance a viewer's experience online and be leveraged effectively by interactive marketers.

"Rich media and video-based communications enable companies to deliver a precise message to a qualified audience for a significant period of time," Sharan says. Rich media and video are unique in that people proactively choose to watch your content, enabling viewers to connect a face or image to your organization, he adds.

Once a personal connection has been made, two or three key messages are communicated and reinforced through the segment, while highlighting what the call to action is for the audience. "Attendees are more engaged when they are able to see a speaker or image," Sharan explains.

The final element is determining the length of your initiatives. Rich media or video can be leveraged to create a marketing campaign that's as short as seven to 10 minutes or a full-blown 60-minute webcast.

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