INTEGRATION = MAXIMIZATION

Yesterday I had the privilege of being invited to speak to students in the Sports Marketing Program at the University of Dayton. What an impressive group of young individuals, along with their professor, Peter Titlebaum, Ed. D.

My presentation: Marketing/Digital/Public Relations Integration = Maximization of Media Coverage

If your marketing, public relations, video and digital teams are working in silos you are missing countless opportunities to maximize coverage. Whether you are marketing or promoting an individual, service, or organization, there are many ways to maximize media exposure.

Here are a few helpful tips you can easily incorporate into any strategic plan.

1. Cross departmental collaboration:

Begin leveraging your internal relationships. Does one department know what the other is working on? Get up out of your chair and walk over to your fellow colleagues. Ask about initiatives they are working on. Is there an opportunity to piggyback on a campaign that is already underway? This is a win/win for both departments and the organization as a whole.

2. Find your audience:

In addition to a television spot, paid advertisement in a publication or digital banners... what alternate routes can you take to find and maximize exposure to your audience? Loop in your digital team! They are a wonderful resource and are up to date on apps and new sites which pop up faster than the weeds in your garden. They will post photos/videos for you broadening your audience at zero cost.

3. The power of video:

Many television stations are working with a limited staff of photographers. If you have a video department available to you, bring them in. Have them film an event or announcement in HD format and provide you with a 30 second clip. The marketing and media departments collaborate on key messaging to provide media outlets. Provide a clean package to producers. This will increase the chances your video story will be covered on the evening news.

4. Link it to LinkedIn:

If there is a story or marketing campaign you worked on, why not post it on your own LinkedIn page? Tag your organization and lead your connections to your company's page. Share your LinkedIn story on your Twitter or Facebook account so followers can connect back to your LinkedIn page.

5. Thank you tags:

Say thank you on social media and tag the reporter as well as media outlets who covered the story/event. Tag others in your industry to lead them to your story. Show appreciation and build relationships. Avoid the one and done mentality. You want to be the go to person for reporters.