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The connection between a brand and the media

television camera

Do the media still play an important role in today’s ever-evolving world of marketing communications? Absolutely – on several levels.

Media generates awareness and understanding of your organization among consumers, elected officials, donors, influencers and the community at large. Media also helps to build name and brand recognition, provides an opportunity to demonstrate thought leadership and allows organizations to advocate and position themselves as the leaders in the social services arena. And finally, it still provides critical third-party credibility.

As such, effective, authentic media relations can and should be a focus of any business or brand’s overarching strategic plan.

– Alison Bailin, HMA Public Relations

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Media interview vetting

Man holding a video camera

Business leaders are often asked to be a source for media interviews, both print and broadcast. To determine how reporters assess whether or not a CEO or other leaders are considered qualified, credible interview sources, a recent survey was conducted by the Public Relations Global Network (PRGN).

It asked reporters from around the globe, including from Arizona, to name key factors they consider during the interview-vetting process. The responses revealed the following:

• 85 percent look at industry/market knowledge and expertise.

• 53 percent consider professional track record.

• 41 percent analyze past news coverage.

• 40 percent assess the CEO’s personality.

C.L. Conroy, Public Relations Global Network