THE FOUNDATION OF MEDIA RAPPORT

Cornerstone #1: Message > Audience

Who are your customers or clients? In marketing, this is the million-dollar question. If you can clearly describe your typical client, you will be capable of creating more targeted communications plans. Unfortunately, too many professionals don’t do this.

In terms of working with the media, it is important to understand your target audience then match them with the publications they typically read, the radio stations they listen to, or the TV stations/programs they watch. For example, if you know you work with middle income Americans, and you want to get in front of a personal finance related publication, perhaps you would want to look into Kiplinger’s Personal Finance Magazine. If you work with a higher net worth client, you should turn your attention to Worth Magazine or SmartMoney Magazine.

Understanding your audience will help you make that determination.