Reasons Why You Should Work with a Spokesperson
Competition for the attention of the consumer is at an all time high as businesses strive to position themselves as a mainstay with their current client base while targeting new customers.
The airwaves are dominated with cookie cutter commercials; however in these changing economic times people with purchasing power are looking for real answers in addition to credible information on how to spend smart, save in sensible ways, and enjoy high quality products at the best value possible.
Access to consumers through third-party endorsements via major media including local, regional and national television, as well as radio, print and top internet news sites maximizes your exposure to your target market and allows your business to showcase its products and services consistently over time.
Why Hire a Spokesperson?
A well-timed public relations (PR) campaign can increase your businesses’ chances of reaching your target market with exactly what they want to hear, when they are ready to hear it, and in a voice that boosts consumer confidence.
Credible third-party endorsements are a staple in advertising. More than 20 percent of all commercials and ads today feature a celebrity endorser, or a media spokesperson that fits with the core values of the product or service being promoted. The reason is simple: Endorsements sell. Consumers pay attention to celebrities as well as credible experts because they are attracted to the familiar and want to feel as if they are making an informed buying decision of their own choosing.
Using experienced spokespeople to promote your brand can increase awareness, bolster consumer confidence, and add some star power to your business. Three ways a media spokesperson can be effectively used by your company include:
- Ads and commercials – Spokespeople can pitch your promote your brand via print ads, television and radio commercials, as well as banner ads on the web.
- Public appearances and live events – A spokesperson can make personal appearances for your business at live events such as consumer meet-and-greets, trade shows, national conferences/conventions, book tours, fundraisers, and grand openings.
- Media opportunities – Spokespersons can be booked on TV talks shows, for radio, newspaper and magazine interviews, and also for press conferences or other media appearances.
Overview for Marketing Your Message in the Media
Full disclosure of your sponsored segment is required by the Federal Communications Commission (FCC) and broadcast media companies before your marketing message can ethically make it on to the airwaves. So when it comes to approaching the media to create buzz for your brand, you must strategically customize a marketing message that doesn’t come across as a product pitch or a blatant company commercial.
Since each media outlet has different story needs and audience demographics they’re trying to reach, when your company crafts a segment that is newsworthy, timely, and adds value to the viewer, listener and reader – it is sure to get a producer or editor’s attention. Before attempting to convince the media why they need to cover your company, ask yourself, “What would make a consumer want to know about our business and brand?” Essentially you’ve got to clearly communicate what’s in it for them.
Once you identify the “hook,” you’ve got a message that’s media worthy and a story angle that would make a great segment. But, making it over that hurdle is only half the battle. Next you need to identity the best spokesman or spokeswoman to be the endorser of your message. The power of a third-party endorsement is not only beneficial to your brand from a consumer credibility perspective, but you’ll have a better chance of being covered by mainstream when you let a media spokesperson do the talking for you.
PR Companies and the Media Work Together
If you’re a public relations manager that’s interested in marketing your message to the media, start by establishing local media contacts and building long-lasting relationships with them. Be sure to watch the shows, monitor the magazine articles, take note of the newspaper interviews, and identify the stories that you can tie your company or brand to in meaningful way.
Just make sure when you’re pitching the media that you actually have value-added news or a relevant reason why your product should be profiled. When you establish a mutually beneficial relationship with key members of the media by honoring their need to provide content rich, easy-to-understand messages to the public they’ll cover your company and profile your product again and again. Ultimately, by effectively marketing your message to the media you create ongoing buzz for your brand.
A successful PR campaign starts with the intention of creating increased interest in your company amongst your core consumers, as well as potential customers, and also with the media. Putting your business in the spotlight requires creating strong relationships with the producers, editors and industry professions while strategically planning promotions that incorporate key message points and timely themes that produce newsworthy nuggets the media can provide to the public.
Traditional Advertising vs. Using a Spokesperson
While commercials can be effective with high frequency, and printed ads are powerful promotional tools, hiring a corporate spokesperson creates the opportunity for you to generate the seemingly spontaneous and highly coveted media coverage that every company craves – all without the consumer feeling as if they’re being “sold.”
Its not necessary to spend thousands of dollars creating buzz about your company. By incorporating the tips provided you can identify an ideal endorser of your business and brand that fits into your marketing budget. Plus, by using experienced spokespeople coupled with the various publicity-generating vehicles available to budget-minded businesses – like trade shows and satellite media tours you can experience firsthand the numerous benefits of hiring a spokesperson to promote your message throughout targeted media outlets.
