The Hub's How 2 Series focuses on leveraging the Media

Why do we need to work with the Media? Why are they always negative? How do they define what is newsworthy? Which media should we select or target? These are some of the questions explored at a workshop on How to leverage the Media held at The Innovation Hub early in March for members participating in the business incubation programme.

The media environment in South Africa has changed quite significantly in the past decade. Understanding how different media work and establishing meaningful relationships with them is arguably the most powerful way to leverage exposure and publicity for one's company. They can help provide consumers with information about a company, promote favourable perceptions and help neutralise, where necessary, negative perceptions that exist in the market.

For an issue, event or product to be deemed newsworthy, it needs to be new, unique and sensational or totally out of the ordinary. It has to make people go "Wow!" Acknowledging that different news would appeal to different media, workshop participants coined the term "Wow in context". Understanding this concept helps to select appropriate media that, in turn, will help a company achieve the desired outcomes, reach the desired audiences and have the desired impact.

An important issue that underscores any media initiative is the cultivation of brand ambassadors. These can be found within a company or external to the company. They simply need to be knowledgeable and passionate about the company "brand".

Workshop facilitator and media specialist, Manana Makhanya, concluded by saying, "Rather than shying away from the media, let us cultivate meaningful relationships with them and thereby leverage the desired publicity for our companies."

Training and article provided by Manana Makhanya, Media specialist and Associate of o'Brien Hunter and Associates. For more information about media training, contact o'Brien Hunter and Associates at +27 12 349 2508.

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