Business to
Business Marketing
Print Publicity
Campaigns
Ken MacKenzie
Communications can identify opportunities for media
coverage and assist clients develop contacts with the
press, radio and television. We can research, write and
place media releases and feature stories to publicise
issues, products or services.
Work in this area continues to play an
important part in day-to-day public relations. It's
important to select the right media outlet, at the right
time, and providing material in an accepted form. A shotgun
approach to publicity is wasteful. In analysing the media
that reach your present and potential customers, consider
whether these customers are more inclined to read the
newspapers (major dailies, local or regional), or read
special interest publications (trade or consumer).
Determine the territory you need to cover. For instance, do
you really need publicity all over the country ? No ? Then
you can eliminate a mass distribution of media releases to
statewide and regional news media. Carefully study specific
publications to see what news is printed, and note what
sort of news is printed; how many facts and how much detail
is required for a story to get a reasonable amount of
space.
| Each industry has its own
'bible'. This is the publication that
everyone in the business must read to keep
abreast of that particular industry. |
|
"As a result of Ken
MacKenzie's efforts, NUS International obtained
some excellent editorial coverage in the daily
press as well as in various trade and business
magazines. Mr. MacKenzie is a most diligent and
hard working consultant who came to be
considered one of our team."
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Reuben F. Dobson
National Sales & Marketing Manager
NUS International Pty Ltd
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Business to business
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