While all of your marketing efforts should reinforce each other, both with message strategy and tactical timing, news media offers the most visible vehicles. When the media mentions your business, you have a golden opportunity to both influence those messages, as well as reinforce your chosen message (and brand image) with advertising for a lightning bolt of recognition.

Getting media publicity to happen is the alchemy needed to ignite the reaction. This can be planned to an extent, and incorporated into the media strategy. Work a press release schedule into your tactical plan and complement tactical events with message campaigns, i.e. mergers and acquisitions, product launches, trade shows, upper management changes, promotions and community appearances. Anticipate success announcements and work them in as contingent plans. If you don't make the news with company activities, use press release tactics to create publicity.

One surefire press tactic I'll share is to develop a 10 second marketing message, and link an aspect of that message directly to the good of the community. Keep it as local as is appropriate to the event. The more particular the community involvement is, the more potent the press response is.

Of course, marketing skill, good copywriting and above all tactical planning must be in the recipe. On the press' end, some timing luck is usually required also. But with these valuable resources employed properly, you reap the benefits (which I hope are measured!) of third-party credibility reinforced by "putting your money where your mouth is" with advertising for TKO message punch.

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