With movies such as “Logan,” “Alien: Covenant” and many others being filmed in 3-D these days, I started thinking about how a good PR campaign also has its own 3-D elements.
Although since there are four types of media outlets – TV, radio, social media and print (offline and online) – what you really need is a 4-D strategy. (Yes, I’m sure those brilliant physicists Sheldon and Leonard from TV’s “Big Bang Theory” would take issue with my science.)
In PR, unlike movies, 4-D is the only way to go. I mention this because people frequently ask me which of those four media options is better.
I try to explain that each is effective in its own right. But since the media feeds off itself, the most effective PR campaign will include using all elements in a strategy that leverages a 4-dimensional approach.
Here are some ways the different elements of a 4-dimensional PR campaign fit together:
- Print/Online – I put print and online in the same category because they both encompass written articles, and just about everything that appears in print is repurposed online. That means written articles have a dual impact. Most importantly, every article or column that includes a mention of you, your book or your company eventually will appear online, meaning you’re just a Google search away from potential customers or clients. Also, an enterprising TV producer or radio show host who’s interested in interviewing you can find those articles, and that can help confirm for them that you’re a credible expert in your field. Those articles also are great fodder for social networks. Being mentioned in a major publication provides social proof to your friends and followers, which allows you to brand yourself as an expert in your industry.
- Radio – This has always been one of my all-time favorite mediums. It’s a place where you can have a more in-depth conversation about your topic than other media allow. And because many stations stream live on the internet, the promotional value is endless. For one thing, you can alert your social network followers as to when the interview will occur so they can hear it live. If they miss that exact day and time, stations often archive shows on their websites, so people can listen whenever it’s more convenient. Another added value is that stations record, podcast and distribute shows via their own social network connections, so this becomes another layer of promotion for you.
- TV – TV, as with radio, used to be a fleeting experience, because once the interview aired, its influence was over. Now, many news stations keep links to your interview active on their websites for a brief period of time after the interview took place. Of course, you always want to obtain a digital copy to post on your website, extending that appearance’s shelf life and also for the viewing of decision makers in other mediums who may be vetting you for potential coverage. Nothing screams credibility like an online video of you appearing on a TV show.
- Social Media – While building your connections has its own reward, social media can drive readership, viewership and listenership to every piece of your PR campaign, helping to grow your numbers and brand you as an undisputed expert in your field.
So, when you approach PR, don’t view it as a flat, one-dimensional experience. Put on those 4-D glasses, change your perspective and watch the results of your PR campaigns grow exponentially.
Yours in every dimension!
P.S. If you’d like professional help getting interviews with the media, we’ve been arranging interviews for our clients on radio and TV, and obtaining editorial coverage in newspapers and magazines for more than 26 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 231. We’d love to hear from you!