I think I've been fortunate to work at, and for, "thrifty organizations"--those that are a bit tight with the pocketbook and really want some assurance that the time, effort and money they're spending on marketing efforts (generally when they say "marketing" they mean "advertising"...) is paying off. It isn't always.

Too many organizations use advertising because they're used to seeing advertising. As consumers we're surrounded by advertising messages so it's natural for us to assume that advertising "works." What our competitors are doing also tends to drive our own activities. Interestingly, I've seen organizations that have the commanding share of market spend an inordinate amount of time monitoring--and then copying--what the competition is doing. They do this, despite the fact that the competition is not doing as well as they are.

When it comes to marketing (and I mean marketing in its broadest sense) there is a tendency to be ruled more by emotion than facts and logic.

The bottom line: many businesses are overly focused on advertising and may be literally throwing their money away. That doesn't mean that advertising doesn't work--it can. But to be effective, advertising needs to be incorporated into the overall promotional mix wisely. Some key points:

• Advertising can be most effective when used as a means of creating overall awareness and preference from a branding or positioning standpoint.
• Social media efforts -- specifically Twitter, in my opinion -- can also be effective in generating awareness.
• PR activities can help to lend credibility to your advertising efforts because you are using third party endorsements (generally the media) to create positive perceptions.
• Direct mail (traditional or online) and targeted social media activities can help to generate results that can be tracked through leads or sales.

The right communication tools to use with the right audiences in the right ways depends not on what "everybody else is doing" or "what the competition is doing" or that "cool new promotional technique" you just learned about. The right communication tools to use depends on a clear understanding of your intended goals, a very specific understanding of your target audience and the strategic selection of the right tools and messages (in the right combination) to achieve your goals and objectives.

To learn more, read our white paper on developing a strategic marketing plan. 

Over the past few years, as many of you certainly know, the economy has had a marked impact on the media industry, particularly for print journalists. Entire organizations have closed or been acquired and many have laid off staffers, leaving those left behind busier than ever before. 

Often, when I'm approaching journalists with an idea about an article that might feature one of my clients, I'll end by saying something like: "I'd be glad to put you in touch with (client) or, alternatively, to provide you with a contributed piece on (story idea)." It is not at all uncommon for them to take me up on the offer of a contributed piece.

When doing this, though, just as when doing an interview with the media, there are some key points you need to keep in mind:

• Go light on the blatant self-promotion. Yes, this is an opportunity to promote yourself and your business, but your content should be presented as *news* not advertising.
• Write with the audience in mind. What about what you have to say will resonate with the audience and provide them with value?
• Don't be afraid to "give away your secrets." These days information is widely available, free of charge. Some of the most successful consultants I work with are those who share their knowledge widely and broadly. 
• Follow up and seek feedback. Thank the publication after your piece has been published and ask for feedback about anything you could do better/differently next time.
• Explore opportunities for regularly contributed pieces. Even the top publications are open to this; one consultant I know writes a regular column for Fast Company.
• Leverage your coverage by posting links to the piece on your web site and social media pages.
• Make sure your writing skills are at least "good" -- remember, the goal is to make the journalist/editor's job easier not more difficult. If too much editing needs to be done on your piece, you won't have an opportunity to submit again.
• Don't be surprised or annoyed if the information you submit is edited. It is, after all, editorial not advertising.

First steps: make a list of the publications you'd most like to be covered in, find the name and contact information for the editor that covers your content area and reach out via email (email has become the far-preferred contact point for media professionals) to see if the publication accepts contributed copy.

Need help with this? Contact us at linda@stratcommunications.com.