The Gruen Transfer is an interesting Australian
show about the advertising industry.
They review and discuss specific TV advertisements, and look at the psychological triggers, and what different groups respond to.
We don't usually associate advertising with truth, but this term is used quite a bit in the program. The advertising agency finds the "truth" of a product... the aspects of it that will resonate with a particular group. Then, they work their pitch and the ad around this. I guess in politics, they call it "spin".
In small business public relations and in news reporting it's called an "angle". That does not mean it is dishonest. Your local newspaper will be more interested in running your story, if there is a newsworthy angle.
Eric Eggertson suggests looking for a news angle where you can position yourself as a commentator. You want to position yourself as the "go to" source when a journalist needs a quote for an article related to your field.
If you use it for a sales pitch or to push your own agenda, you won't be asked again. The reporter needs informed, relevant and interesting comment or opinion. You will be quoted along with your business name or at least, your business field. This is great business branding, and isn't costing you a cent.
As you develop a relationship with the journalist, you may even call them to offer comment.
- Do you have any tips for establishing yourself as the "go to" person in your field?
Great article. I think it may be too tempting for a lot of people to avoid being self-promotional all the time. For the most part, it is nice to know there is a human element behind a company that is genuinely interested in being a valuable resource. Like you mentioned, being upfront about the nature of your involvement is only going to create quality relationships, which whether it bring business or not, at least you still have your integrity.
Posted by: Chad | June 16, 2008 11:38 AM | Permalink to Comment