One of these areas for improvement by our marketing friends is the belief that the media and influencers are obliged to talk about the latest developments in their company and that it’s only natural for their CEO to be interviewed on the news.
“My marketing friend told me, ‘This TV show wants to discuss products made from oats, so it’s obvious that they should feature our new locally made 100% oat-based drink.'”
It’s challenging to make them understand that things don’t always go in the direction they assume.
Because this TV show may choose not to feature your oat-based drink.
When a journalist or influencer talks about you or your product without being paid, it is a privilege.
I choose my words carefully here because this journalist or TikToker is not obligated to talk about you. Freedom of the press does exist.
How often have I heard, “The press must talk about us. We are an advertiser!”
Well, my dear marketing friends, there is no connection between you, the advertiser, and the journalist deciding whether to give you their attention.
The same goes for influencers. They have an even greater freedom because they are not bound by journalistic rules.
They are also free to test your products and share their experiences as they see fit with their followers.
Especially if you don’t pay them, this mention is “organic,” therefore unpaid.
But this is where the magic happens, my marketing friends.
Nothing is more powerful than this intermediary between your product, service, and customers.
Yes, times are becoming increasingly challenging, and sometimes, the line between an article and advertising is thin. But what would a magazine, an Instagram account, or TikTok be if all the articles were sponsored?
Yes, BORING!
You may tell me, my marketing friends, that the opposite is true: without advertising money, the media cannot survive.
Indeed, one can only exist with the other, and already, several publications have disappeared or become solely digital, leaving behind print media.
Yes, that’s true.
So, my marketing friends, part of the responsibility for this balance falls on you.
If you want Elle magazine to talk about you, it is appropriate, when you have an advertising budget, to consider this publication in your advertising placement.
If you want significant media outlets to talk about you, dedicate a portion of your advertising budget to them and not solely directed toward the Google, Facebook, Instagram, and TikToks of the world.
Yes, getting yourself talked about on the news, in a magazine, or on an influencer’s account is a privilege.
Also, if you’re interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.
The link is at the bottom of the episode.
I hope to see you at the workshop
Workshop/3-DAY Challenge
https://prschool.natapr.com/defi-3-jours-082023-EN
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