Media relations
Managing the narrative
Many see media relations as a dark art. In fact, it is simply the process of ensuring that the commentators who are speaking to your target audiences are saying what you want them to say.
There are two main ways to get messages published in the media:
- Advertising – placing ‘paid for’ content such as print adverts, online banners or advertorials (a page of copy that looks like editorial but has been bought, so the message can be controlled).
- Editorial – news chosen at an editor’s discretion and run on their online platform or in print.
Although advertising is an important tool for brand awareness, editorial conveys a level of authority and trust that helps position a company or brand’s reputation above the competition.
With many years of B2B media management here at 4CM, we have built up a strong working relationship with the manufacturing, engineering, logistics and other B2B media. This is important, as we know what they are looking for when it comes to news, how they like their information and what will make the headlines and what won’t.
Our approach
- Search out the ‘hook’ in the client’s new product, service or announcement.
- Decide how newsworthy the hook is and whether it is best positioned as a news release, bylined article or Q&A comment piece.
- Gain the full story from the client via interview, company collateral and other external material.
- Contact the relevant media to gauge interest in the angle of a possible bylined article or Q&A.
- Write and proofread the developed content.
- Source relevant photography, graphics and downloadable links to maximise the impact of the piece, before providing it to the media contact.
We work hard at 4CM to ensure that our clients have an extremely high positive share of voice with their target media. The return on investment of good media relations makes financial as well as reputational sense – how is your relationship with the media?
A full range of marketing services
Strategic Marketing
Having a clear strategy ensures that you are focusing your marketing resource in the areas that will deliver the best business results. This involves an element of discovery, getting insight from your business and putting customers and competitors under the microscope.
Digital Marketing
Digital marketing makes it easier for your customers to find you and ensures those that are the right fit for your business are aware of what you do, recognise how you can help them and are motivated to get in touch.
PR
PR is more than media relations. PR is about relationships, trust and integrity – qualities that are earned over time and have intrinsic value for your business. It helps manage and protect your reputation, drive awareness and engage your stakeholders.
Content Creation
Our industry experience and marketing know-how goes into creating great content – white papers, blogs, case studies, technical articles, infographics and videos. We start by identifying topics that will resonate with your target audience and position you ahead of your competition.
Graphic Design
Visual marketing is really effective for bringing information to life and is great for getting shares on social media and backlinks and traffic to your website – all really important for engaging with your audiences.
Good design positively impacts your bottom line.
