Many cameras do not mean more coverage

For many PR people, there is always pressure from bosses and clients to ensure that as many journalists as possible come to an event. To them many cameras mean more stories in the media. However over time i have come to appreciate that this is never the case. In almost all the events I have organized not a single one did all the journalists who came file a story. Journalists

When it comes to media coverage always assume that the numbers lie. It is likely that half of the journalists who come to your event wont file a story for various reasons. Some may actually not be journalists, others will not get space because the editor doesn’t like the story they write while for others there will not get space for your story because there will be more important stories than yours that will fill up the space.

Selective publicity is the new strategy when it comes to media publicity. It is not about how many journalists came to the event or even how many media houses carried the story. it is whether the media houses that reach out to your target audience cover your event or story.

If you are organizing an event or have a statement to issue the first question to ask yourself is: who is your target audience? It could be decision makers in government, the youth, the middle class, students, rural folk, urban dwellers, or others. There could be more than one group, identify them and list them down

The second question is which media reaches out to this group(s)? Identify them and focus on ensuring they come to your event or receive your statement. There is information that is better sent out via community radios. If that is the case don’t waste resources advertising in mainstream media or worrying when their cameras don’t show up at your event. After identifying the critical media houses establish a personal relationship to understand how they package their news. Always remember that whether an item is newsworthy or not depends on how you package it. Package your statement in a manner that will attract your target media houses.

When it comes to media coverage always assume that the numbers lie

At the end of the day you are safer identifying three media houses that you think are critical for your message to get to the right audience and going to all lengths to ensure they carry your story. Establish a personal relationship with the editor or journalist there and get to know how to get covered. At other times you could decide to pay for a live coverage of the event via the media house that reaches your cross section of audience the best. This way you don’t have to worry who came or who didn’t come. There you have it, ease the pressure on your PR person by demanding that he brings every media house in town to your event. The measure of success should be on how many of the critical media houses covered you.