Corporate Eye

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Media

Strategic Advertising in Media Relations

Media relation companies help bring exposure to organizations that have a message and a mission to share with their target audience. They do this by utilizing several approaches to contact advertising by gauging what works best and in what setting(s).

Recently, KCSA, a strategic communications organization, partnered with Tru-Media Technologies to deliver a public relations package that will bring them the exposure that they are seeking for their product – increased sales by the use of Out-of-Home (OOH) Advertising. Their joint venture was announced on June 9, 2008 via a Press Release by The Earth Times.

TruMedia Technologies is a provider of digitally automated audience measurement solutions that record the effects of and tracks audience’s responses to out-of-home advertising on digital screens, TV monitors, posters, display windows and in-store product displays.

Their goal is to gauge customers’ response to strategically placed ads and utilize the medium which works best.

Media companies seek to promote organizations through the use of strategic advertising. Whatever proves to be most useful, most successful and can reach the largest and widest audience possible is what they seek. The goal in bringing the most potential customers to a product is met by subtle and strategic ad placement.

There are four types of advertising that are highly effective in customer attraction. They include Print, Radio, Internet and Out-of-Home (OOH) Advertising. Out of these four, while the first three are most popular, the Out-of-Home advertising is the medium that Tru-Media will be utilizing heavily. KCSA will help bring out that fact.

Tru-Media’s goal is to reach a niche-based audience, one that buys emotionally and directly from the effects of their marketing strategy on their decision to buy.

They will gauge the audience’s response to their advertising campaigns and use those results to market to their potential advertisers. If this is done effectively and correctly, the relationship that TruMedia establishes with their advertisers could be a romantic business interlude, lasting for long periods of time. However, for that relationship to be successful, they need the assistance of Public Relations firms like KSCA to bring their service to the forefront.

KCSA will deliver a strategically designed campaign to introduce specific brands, advertising and the advertising activities to TruMedia’s complete range of products and services. TruMedia has hired KCSA with the complete intention of maximizing their voice(s) in the market place. Essentially, the more well-known or commonly-heard their method of advertising is, the more potential customers will want to become a part of their activities. TruMedia has definitely made a crafty move in employing a public relations firm with clout like that of KSCA.

Retailers Embrace Media Responsibility By Being Proactive

The largest retail giant in the United States has learned the secret to offsetting any negative perception about its practices in the media. Working closely with their corporate executives and high-profile key media personnel, Wal-Mart is seeking to establish a new identity. Since perception is everything, their goal is to create a new way of thinking, a sort of “re-branding” of itself, and is using media relations to accomplish that goal.

The negative air that surrounds the retail giant is due in part to executive decisions to:

1) Outsource jobs to other countries, thereby reducing the number of available jobs here in America and,

2) Significantly reduce industry wages, leading to disgruntled, unhappy employees who generally voice their concerns – – to the media!
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Blogging Can Improve Your Corporate Image

It is an unfortunate but true fact that if there is anything negative about a business, there is probability that it will be magnified in the media. The job of the media is to report on news, whether that news is good…or not so good. Often, the damage may seem irreversible and executing damage control strategies may prove futile. But how does a corporate entity arrive at a point or even allow the company to be cast negatively to its shareholders and/or consumers?

By not being proactive in their approach to media relations strategy and establishing a corporate image.
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2 share price trackers – and more

Reckitt Benckiser Share Tracker

Unicredit Desktop Intraday

Unicredit Desktop Press Releases

Unicredit Desktop Events

What tool could you offer your visitors that is of benefit to both of you?

I’ve known about the Reckitt Benckiser share price tracker for a while … it opens in a tiny new window from the Reckitt Benckiser site, and it monitors the Reckitt Benckiser share price for you until you close the window.

Unicredit have gone one better. Yes, their Desktop will track the share price for you. It will do this in real time, providing you with an intraday chart. Iit will also act as a feed reader for whichever Unicredit feeds you’ve signed up to, show you the company’s event calendar, and provide you with their latest press releases. It is completely independent of the website, so you don’t need to open your browser to get the information – definitely a timesaver.

And more: you can add up to 10 external feeds to the reader, which makes it even more useful. After all, you don’t want a desktop widget for each company in which you have an interest. My only quibble is that 10 external feeds aren’t very many, and probably wouldn’t be enough to replace the average feed reader (I have over 100 in my feed reader, which is way too many) but it is certainly better than nothing.

Unicredit definitely merit a round of applause for this little tool.

Starbucks: how to communicate change

Starbucks provides us with a demonstration of a great way of communicating the significant changes under way (changes in their approach and in their senior management structure).

The home page has been replaced with a letter from Howard Schultz, addressed to all customers. At the bottom are links to copies of a letter and a voicemail from him to all Starbucks partners (employees), together with a link to a Questions and Answers page dealing with the changes, and to the Investor Relations pages, which shows the press release at the top of the list. If we click through to review the details of the Board of Directors, we can see that the changes have been reflected on this page, which is up to date. Even potential job applicants have been provided with a link to the letter/voicemail to partners and letter to customers in the careers section.
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