BREAKING
THROUGH THE CLUTTER: VISITING MEDIA AND INDUSTRY ANALYSTS
By Jeff Seedman, account supervisor, Ruder Finn
In
today's crowded media and analyst marketplace, it can prove challenging
for technology companies to break through the clutter and get
their messages heard. In recent years technology publications
and analyst firms have downsized staff, leaving them busier than
ever, but a strategic, well-planned media tour can still provide
a highly effective way for technology companies of all sizes to
disseminate their messages. As long as you are willing to be flexible,
tours remain an important PR tool for driving coverage and establishing
the relationships that can ultimately get your company, products
and executives noticed.
If you thought
media and analyst tours were reserved for high-profile authors,
celebrities and established industry luminaries - think again.
A targeted media and analyst tour can often be exactly what emerging
technology companies need to help influence the key contacts who
can create a significant impact on their business.
What is
a Media & Analyst Tour?
A media and analyst tour involves traveling to a variety of communication
outlets with the end result of securing coverage, or at the very
least, building relationships with journalists and analysts that
stand to benefit your business down the line. Typically, trips
are divided into east coast and west coast tours and often align
with planned business trips.
Even in this
increasingly Internet-driven world, face time is important and
many journalists and analysts will appreciate the opportunity
to meet with your company's CEO or top executives. However, due
to smaller and busier editorial staffs, and analysts who are increasingly
strapped for time trying to meet with as many companies as possible,
it's often beneficial to include a mix of in-person meetings and
phone briefings, including shared Web presentations, as part of
your tour.
Planning
for Success
Whether you are working with a PR agency or tackling a media and
analyst tour on your own, preparation is key and it will be helpful
to begin the planning process weeks in advance. Early planning
sessions to outline news value and prepare key messages will pay
tremendous dividends as the media and analyst tour takes shape.
The days of
meeting with a large number of editors and analysts to simply
perform product demonstrations went out with a bang when the dotcom
bubble burst. In today's challenging climate, companies must demonstrate
other success from the "get go." For example, focusing
on customer success stories, especially in terms of resulting
ROI, can provide an excellent way for you to stand out from the
pack. Now more than ever it is important to focus on the key benefits
and differentiators that help your company and products provide
real value to your target audience, which is the same audience
that your target editor or analyst is catering to.
The planning
stage is also the time to identify the journalists and analysts
that can provide the most positive impact on your business. The
Internet provides a powerful research tool for identifying the
topics specific editors and analysts are covering, and this research
will help you determine how they can best apply your company's
message in their stories or reports. It will be up to you to provide
the most targeted information for each contact, and you will likely
find that a different approach may be needed when meeting with
journalists versus meeting with analysts. By identifying each
contact's hot buttons during the planning stage, you can greatly
improve your chances of landing the meeting, then securing coverage
or establishing a beneficial relationship with your target contact
that will payoff in the future.
Executing
the Plan
Once your key contacts are determined, it's time to pick up the
phone or hit the keyboard and begin the booking process. Most
media and analyst Web sites provide general contact information
but it may take some digging before you are able to secure the
specific contact info of your targets. Patience and perseverance
will be your greatest virtue during this stage, and it will be
helpful to set realistic goals. If you've identified 20 targets
that you want to meet, consider it a success to book seven or
eight in-person meetings and don't be discouraged if a number
of meetings need to take place over the phone or Internet. Remember,
you're dealing with a human element that often includes variables
that are well beyond your control. Persistence, perseverance and
a positive attitude are key during this phase of the process.
Organization
is also essential during the booking process. Creating a media
list as you identify contact information will save you from having
to research the same information twice, ultimately eliminating
extra time and effort. It will also be tremendously helpful to
create a briefing book, which will serve as the "tour bible."
The briefing book should include a running schedule of all the
meetings you book, driving directions, background on each publication
or analyst firm, and recent articles or reports authored by each
contact. In addition to providing an excellent planning tool,
the briefing book will help you review each contact's work before
the meeting so you can be confident in referencing your most salient
talking points.
Sometimes,
it can be tough to schedule alternating media and analyst meetings,
as each one requires slightly different messages. In this case,
it is helpful to do a mock Q&A session with a peer to help
prepare for the toughest of questions once you're on the road.
Relax, practice your delivery and do your best to articulate each
answer in a way that provides value and circles back to the messages
you are working to convey.
Maintaining
flexibility will be key as you continue to set meetings and there
will likely be some schedule juggling right up until the departure
date, as reporter and analyst schedules can shift at a moment's
notice. To alleviate anxiety, be sure to double-check that all
flights, hotels and transportation are confirmed before you take
to the road. Also be sure to contact each journalist and analyst
and reconfirm the meeting a few hours prior to avoid any last-minute
surprises.
On the
Road
Once your meetings are confirmed and your travel is booked,
it's time to hit the road. Based on all the preparation you've
put forth to this point, conducting the actual meetings should
be the easy part since you've already done much of the legwork
during the planning stage. At this point, your focus should be
dedicated to preparing ways to work your key message points into
each conversation. This will become easier as you move through
the schedule and can apply lessons learned from your earlier meetings.
If you plan
to use visuals, make sure to bring along a few hard copies of
your presentation in case your next destination isn't equipped
to handle your laptop or Power Point presentation. The days can
be intense, often filled with multiple meetings, so also be sure
to pack some snacks and beverages for a quick pick-me-up while
you're on the road. A granola bar and Diet Coke can go a long
way when you're in a pinch.
During each
meeting, relax, stay conversational - but stay on track. This
is one of your best opportunities to gain support from these constituents.
Don't forget to ask how your discussion points may be used in
an article, and take notes during the meeting so you can follow-up
with each contact once the tour is over. Make sure to follow-up
on all promised items and remember, in addition to securing short-term
coverage, your goal is to establish a long-term relationship with
each contact on an ongoing basis. From this standpoint, the process
has just begun.
 |
Jeff
Seedman serves as account supervisor for Ruder/Finn Los Angeles.
Ruder Finn specializes in creating cost-effective public relations
programs for emerging and mid-market technology companies.
For more information, Jeff may be reached at 310-882-4009
or seedmanj@ruderfinn.com |
