Five F- Factors To Garner Media Coverage
Mention the F-word in mixed company and you are liable to get a little more than a look
. Before setting up a campaign for a client, reviews the five F-words or what we call F factors that can help garner media coverage.While not every F factor is applicable to each client, by finding the best fit, we craft stories that are more attractive to the media. These F-Words can help a PR practitioner design the right message for the right audience, and pitch the right media at the right time.
Face With Positive Social Value:
Face may be defined as the positive social value a person effectively claims for himself by the line others assume he has taken during a particular contact. Face is an image of self delineated in terms of approved social attributes.
Face is the respectability and /or deference which a person can claim for himself from others, by virtue of the relative position, where he / she occupies in his/ her social network and the degree to which he / she is judged to have functioned adequately in that position as well as acceptably in his / her general conduct.
Face is something that is emotionally invested, and that can be lost, maintained, or enhanced, and must be constantly attended to in interaction. In general, people cooperate in maintaining face in interaction, such cooperation being based on the mutual vulnerability of face.
Face is a sense of worth that comes from knowing ones status and reflects concern with the congruency between ones performance or appearance and ones real worth.
From the medias perspective, every story has a face. It could be a celebrity, a CEO, a trusted expert, a government official, a dignitary, an author, a beneficiary, and even a victim, everybody knows that Who is the first word in the 5 Ws Who, What, Where, When and Why. Finding the right who is what an agency needs to do first and foremost and what separates a good agency from a great agency.
*Who will tell the story?
*Who can we offer for the interview?
* Who can best address the client message points?
*Who will best attract the media?
Before embarking on any communications campaign, first attach the right face to it.
First- Do Right Positioning:
Positioning is a technique that creates an image or identity in the minds of a target market for our clients product, brand or organization. The first in this sense is not based on which media outlet receives the exclusive story. Rather, it is based on how you position your clients product, service, situation etc.
One of the major tenets of positioning is to be first to market thereby differentiating the company or organization, product or service, from all other competitors. The media loves firsts. The below question will serve as an example.
Who was the first man on the moon? Then who was the second one? Of course, we all know that Neil Armstrong uttered the famous words One small step. Buzz Aldrin was the second man to step on the moon. If you got Buzz right you deserve your spot on Jeopardy. However this should prove the point.
Phrases like best in breed, revolutionary and next wave, mean nothing to the media. First means first. First means coverage.
The front door is the first thing that welcomes visitors and prospective buyers into your home. So everyone will greatly want the first impression as the best one by choosing the perfect color, model etc.
Similarly, even before embarking on a story place yourself as the audience. Bring the story home to the front door. Localize it. Find the angle that speaks directly to the clients audience and furthermore the medias audience, like
*Is there a local family that best represents the story?
*Is there a local doctor that can relay this issue?
*Can the information or data be delivered by state, county, town?
If yes, then like a good neighbor, deliver the information with local flavor.
Fear-Throw It Out:
Fear is a distressing negative sensation induced by a perceived threat. It is a basic survival mechanism occurring in response to a specific stimulus, such as pain or the threat of danger. Fear is apparently a universal emotion; all persons, consciously or unconsciously, have fear in some sort.
Unfortunately, the phrase if it bleeds it leads, is too often a front page reality. Its not that purport or debate in the business of selling fear, however there does seem to be a gravitation toward it.
For example In 2005, there were two weeks of national coverage on When Sharks Attacks and CNN recently featured a complete day of terrorist coverage titled Target: America completely with ominous music intros and oversized headline fonts. Fear can play a role as a backing soundtrack to many health, political, and socio-economic issues to name a few.
The key for a PR agency is not to create the fear, but to understand the current media climate and leverage it for the benefit the client.
Fix The Problem:
Most of the people will tell you that look to the media for information, another major reason people turn to the news is for answers to their questions and solutions to their problems what we call the Fix! When it comes to product launches, new and improved stories typically go from reporters in-box to the trash bin, however, a product launch that showcases a real problem with a real solution can pique a writers interest in the story.
Finance:
Finance is often defined simply as the management of money or funds management. Finance is however is business activity that includes the origination, marketing, and management of cash and money surrogates through a variety of capital accounts, instruments, and markets created for transacting and trading assets, liabilities, and risks. Finance is conceptualized, structured, and regulated by a complex system of power relations within political economies across state and global markets.
A smart PR agency looks to see if they can craft a story highlighting a client using pocket book issues. If you want to get a client on television, radio and in print determine how their product or service affects a consumers purse strings.
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