This workshop will explore how to harness the power of the media by considering how it works and how to attract its attention to achieve relevant, positive coverage in a variety of media (print, broadcast and online)and the opportunities such coverage can provide for raising awareness, attracting potential investors, partners and employees and general enhancement of sales and marketing efforts. The aim is to achieve maximum results against marketing objectives with the minimum of resources!
Presenter, Marjorie Calder, Account Director with the BIG Partnership, has worked at a senior level in business marketing for 5 years before spending 10 years in freelance journalism. One of the aims of Nexxus is to raise the profile of the life science community in the West of Scotland and Marjorie is currently assisting Jan Clark, Nexxus Marketing Communications Officer, in achieving this.
Why the media can be important to your business plan :
- Raising name awareness
- Attracting interest from potential investors and partners
- Recruiting the best people
- Sales and marketing
- Reinforcing the reputation of the West of Scotland life sciences community as a whole
How the media works and how to attract their attention (in a positive fashion) :
- Print, online and broadcast media
- Trade and academic journals
- Daily newspapers and periodicals
Ways of maximizing the chances of achieving relevant, positive, coverage :
- Understanding media priorities
- Working to appropriate timescales
- Delivering the right information, tone and language
The role that Nexxus can play in establishing a positive dialogue with the media :
- Providing PR support
- Stats and industry background *Copywriting
- Networking
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