Maximising your media impact FINAL:Layout 1
7/7/09
14:50
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Maximise Your Media Impact
A well-structured and targeted media strategy allows you to overcome all five objections. Indeed, your spokespeople and corporate interviewees should have Mr Ziglar’s five points in mind whenever they give an interview and should always be conscious of debunking at least one of them in every media encounter. And when it comes to peak performance in communicating we can all learn from the great Peter Lynch, who ran the world’s best performing investment fund between 1977 and 1990. As manager of Fidelity Magellan he achieved a return of 2,700% over a 14- year period. But he famously cautioned that if you could not explain to a 10 year-old in two minutes or less why you owned a stock, then you should not buy it. That simple insight touches on the greatest barrier to building brand, reputation, market share and profits: the inability to articulate successfully your unique selling point. Overcome that problem and you can grab headlines that boost your bottom line.
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