“You have to know who it is you’re talking to and make sure you have the right people in place,” Millerschin said.
Don’t:
Use New Media Carelessly Most metalcasters have been using traditional media—
direct mail, tradeshows, print advertising—for many years and are comfortable using them. But with the infl ux of new (online) media, the decision about which channels through which to deliver your message and what format to use only becomes more diffi cult. According to Libby, if you’re going to jump into social networking, for example, look before you leap. “I think the temptation is to see that social media is such
a great phenomenon, but it is different,” he said. “If you appear to be promoting, that is a turnoff. If you can look cool and fun and be valuable for reasons that are beyond business, that becomes interesting and viable. That involves sophisticated knowledge of techniques of storytelling and generating a feeling of goodwill toward your company. I wouldn’t jump into that without a lot of forethought.”
Do:
Deliver Your Message Consistently Most media professionals agree: a sporadic and inconsistent
approach to putting your message out will not work. Only through repeated exposure can you make people open their eyes and ears to your company. “You simply can’t talk to your customers and prospects
“Know who you’re talking to, and have the right people in place.” —Erin Millerschin, the Millerschin Group
enough,” Castilano said. “Tell your stories, follow them up with an integrated marketing program, and watch the powerful results.” According to Kelly, writing and distributing news releases
and having executives available to talk to reporters are only the basics of media relations. To really develop an effective PR program, you have to be willing to fully immerse yourself in the newsgathering process, for good or ill. “Executives who know and appreciate the power of the
press understand that the media makes mistakes, sometimes takes positions a company may not care for, or occasionally misquotes an executive,” Kelly said. “By rolling with these punches and by always being upfront and truthful, the media sometimes may cut a company or an executive some slack when a story can be played two different ways.” While Libby said there are as many different ways to com- municate your story to the public as there are metalcasters, repetition is the key. You might make 49 impressions on a prospective customer with no result, but “it is a disciplined person that makes those fi rst 49 impressions and is then positioned to reap the benefi ts after the 50th
,” he said. MC For More Information
Visit
www.afsinc.org/content/view/236/230/ for more information on how to deal with the media, including a sample press release.
26
MODERN CASTING / October 2010
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