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Hub You - Media Relations: When Numbers Lie
Often, your business card is the only item left with a potential client or business partner. After a conference, meeting or display of your products, you are likely to meet dozens of people and leave your business card with them. It is essential that the business card design is complex and complete. This me
WHERE TO FIND THEM
The influentials get their news primarily from the written word. Of the four top mediums, they get their news in the following order: (1) Newspaper
One of the biggest mistakes that I see when people are doing postcard mailings is there's no urgency. What does that mean? That means that even if I'm interested in hiring you, there's no compelling reason to do so now. I will just file your card away with my other computer related stuff.Now if I g
You just placed a terrific story on the local news. Your boss asks you how many people saw it.
“Well,” you say, “The latest Nielsen ratings showed that 211,000 people watch the 11 o’clock news on Channel 7 each night.”
“Terrific,” your boss says. “Nice work.”
But do those numbers really mean anything? Raw rating and circulation numbers make it easy for PR professionals to track the effectiveness of their work, but do they tell the complete story?
Too many of us media relations types are under the influence of numbers devoid of context, and we may be doing our clients a disservice in the process.
Why? Because just ten percent of the audience matter.
THE INFLUENTIALS
Okay…that’s a bit of an overstatement. The other 90 percent do matter.
But the results of a recent survey make it clear that ten percent of Americans have a hugely disproportionate influence over what the other ninety percent do and buy. The study, released by the research firm NOP World, shows that the influentials persuade the rest of us to eat, drink, wear, like, dislike, watch, listen to, and read the things that they do.
Therefore, any organization seeking press attention needs that ten percent. Measuring media relations success based on raw rating and circulation numbers simply doesn’t work, since those numbers may be comprised exclusively of non-influentials.
WHERE TO FIND THEM
The influentials get their news primarily from the written word. Of the four top mediums, they get their news in the following order: (1) Newspaper
First, this post is not about magic, or how to perform magic. It's about getting a position in a restaurant performing your particular brand of magic.Working as a close-up performer in a restaurant is probably the easiest way for the inexperienced magician to gain valuable 'face time'. It's also one
Too many of us media relations types are under the influence of numbers devoid of context, and we may be doing our clients a disservice in the process.
Why? Because just ten percent of the audience matter.
THE INFLUENTIALS
Okay…that’s a bit of an overstatement. The other 90 percent do matter.
But the results of a recent survey make it clear that ten percent of Americans have a hugely disproportionate influence over what the other ninety percent do and buy. The study, released by the research firm NOP World, shows that the influentials persuade the rest of us to eat, drink, wear, like, dislike, watch, listen to, and read the things that they do.
Therefore, any organization seeking press attention needs that ten percent. Measuring media relations success based on raw rating and circulation numbers simply doesn’t work, since those numbers may be comprised exclusively of non-influentials.
WHERE TO FIND THEM
The influentials get their news primarily from the written word. Of the four top mediums, they get their news in the following order: (1) Newspaper
They say that management can be a lonely place. A manager has to lead from the front, make challenging demands of their people and if part of an organisation, pass on the dictats of the more senior and remote bosses up at the top.Yet, a manager has the accountability to deliver – in fact that’
Why? Because just ten percent of the audience matter.
THE INFLUENTIALS
Okay…that’s a bit of an overstatement. The other 90 percent do matter.
But the results of a recent survey make it clear that ten percent of Americans have a hugely disproportionate influence over what the other ninety percent do and buy. The study, released by the research firm NOP World, shows that the influentials persuade the rest of us to eat, drink, wear, like, dislike, watch, listen to, and read the things that they do.
Therefore, any organization seeking press attention needs that ten percent. Measuring media relations success based on raw rating and circulation numbers simply doesn’t work, since those numbers may be comprised exclusively of non-influentials.
WHERE TO FIND THEM
The influentials get their news primarily from the written word. Of the four top mediums, they get their news in the following order: (1) Newspaper
It used to be you that if you had a great product you put it in a package and voila! . . .someone would come along and buy it. That is not the case any more. The package not only has to protect the product and allow for its tracking, it has to sell it too. Most importantly, the package has to capture someon
Therefore, any organization seeking press attention needs that ten percent. Measuring media relations success based on raw rating and circulation numbers simply doesn’t work, since those numbers may be comprised exclusively of non-influentials.
WHERE TO FIND THEM
The influentials get their news primarily from the written word. Of the four top mediums, they get their news in the following order: (1) Newspaper
During the past few years, we have heard a lot of whining in the media about outsourcing and offshoring. Let’s look for the opportunities in these irreversible trends (and ignore the whiners!).By fully leveraging offshore talent (a strategic view of global sourcing) we can improve productivity, incre
WHERE TO FIND THEM
The influentials get their news primarily from the written word. Of the four top mediums, they get their news in the following order: (1) Newspapers (2) Magazines (3) Radio and (4) Television.
The general public gets their news much differently, emphasizing broadcast. They prefer getting their news in this order: (1) Television (2) Newspapers (3) Radio and (4) Magazines.
Those findings have huge implications. They mean that although the general public may favor broadcast news, you’re not going to reach the influentials with that story on the 11 o’clock news. Suddenly, that story seen by 211,000 people seems less impressive.
Instead of chasing big numbers – the top rated radio station in town or the largest circulation newspaper, ask yourself who the people are who matter the most, and consider alternate ways of reaching them. Sometimes, the niche magazine that reaches only 7,000 people is better than landing a radio interview beamed into tens of thousands of homes.
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