Robin Hood Marketing by Katya Andresen

Marketing for not-for-profits has never been a simple job; neither was that of Robin Hood's plight to help the residents of Sherwood Forest by plundering the rich folks of Nottingham. To help, Katya Andresen wrote Robin Hood Marketing; while intended for those who run not-for-profits, it has applicable lessons to everyone.

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Robin Hood Media Savvy
Approach the Media as a Target Market

WHAT THIS CHAPTER SAYS

* We should treat the media like an audience.

* Most journalists face at least five challenges on a daily basis: they must become instant experts on a mind-boggling array of topics, they have to be fast, they need to be first, they are expected to be accurate, and they are required to tell an interesting story.

* If we understand the challenges and can help reporters cope, we gain a big media-relations advantage.

* To reach members of the media, we need to market to them on two levels. First, we need to establish some sort of psychological common ground with members of the media and offer them incentives for covering our story. Second, we need to sell the story.

* To apply the principles in this chapter: Focus on building solid relationships with a select group of journalists; then pitch them newsworthy stories that advance our cause.

Every chapter in this book has begun with a corporate marketing campaign, but this one will not for a good reason. If we want to truly understand the media and master the art of working with journalists, we should not look to the private sector. We should look to the members of the media themselves. When we enter the mind-set of journalists—in the same way that we probe the hearts and minds of our other audiences—we gain the knowledge and insight we need to reach them effectively.

We should treat the media like an audience. We need to learn what they are like, know their values, and identify the kinds of rewards they seek. Then we should appeal to them with that perspective in mind.

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