"Don't knock it until you've tried it." That's what I
told a political opponent's campaign manager when he laughed
at me for using cable access television as part of my
communications strategy. Unfortunately for him, he would
learn too late what I already knew -- that implementing
this medium into any communications strategy (political
or otherwise) is a pretty good idea, and can reap tremendous
benefits.
A few years ago, I took a break from public relations
to work on my first local city council race. The candidate
was actually my older brother, a person very active in
his community but felt it was time to do more in the realm
of public service. So he decided to run for office.
From the beginning we both knew that one of the biggest
problems he would face, as a first-time candidate, would
be how to gain name recognition. One of the ways in which
we planned to circumvent the problem was by integrating
the use of cable-access television into our communications
strategy.
Yes, cable-access television! I know it sounds strange,
and the old Wayne's World skits from Saturday Night Live
must certainly come to mind. In fact, most small-business
owners do chuckle at the mere mention of the medium, but
what they often don't realize is that many of the same
media strategies used in political campaigns can and are
regularly implemented to promote small-business owners
and their company services. Here's what you should know
in order to take full advantage of this often under-used
medium.
Respect Cable Access Hosts as Potential Customers
Sure, many cable access hosts are just ordinary citizens
who want an outlet for expressing their views, but many
of them also have prominent professional careers. No matter
what their backgrounds happen to be, don't they also represent
potential customers? You bet, and by appearing on their
shows, you get a chance to describe your business in plain
speech, talk directly to your customers and also practice
doing interviews.
Contact Cable Access Hosts Early
Each cable outlet is different but most only allow hosts
to produce a limited amount of shows so that everyone
gets an equal chance at exposure. But, did you know that
you can also use this information to prevent your competitor
from appearing on future shows? Here's an example of how
we did it.
During the campaign I was able to book my candidate on
five of the eight available shows devoted to political
issues. By the time our opponent's campaign manager discovered
our plan, it was too late to get a booking because the
production schedule had ended for the quarter -- a mere
60 days before the election. The cable access shows really
served as an electronic billboard for us, allowing our
candidate to appear on television twice per day on each
access station for two solid months. Potential voters
saw our candidate 112 times on television, which made
him quite recognizable on the street.
Consider the Cable Access Host a Member of the Media
Research each show's topic to make sure you and your
company's services offer the proper fit, and then pitch
story ideas. Follow up with them regularly and prove that
you are a great expert to have on the show. Provide the
hosts with media kits, adhere to their deadlines, answer
their questions immediately, and take the time to find
out how they would like to be contacted. These are all
the normal steps you'd take with any other journalist.
We lost the election, but the use of cable-access television
helped to keep the race close until the very end. More
importantly, well-established political incumbents began
to take notice at what we had achieved. Appearing on cable-access
television was no longer taboo, and many of them now have
their own shows. They now see the value in using cable-access
television to get their messages out to their constituents
-- a communications medium that has always been available
to them for free.
The bottom line here is this. There really aren't very
many differences between promoting a small-business owner
and a political candidate. Each can achieve favorable
results simply by properly executing their messages. And
while it is true that we are a nation of channel flippers,
most people will and do stop -- on occasion, to listen
to guests on cable-access television. Furthermore, you'd
be surprised by just how many of them do act on what they
have seen.
So don't get angry the next time a business competitor
laughs at you for appearing on cable access television
to promote your services. Just tell them the same thing
I did, and take comfort in knowing that your competitor
will likely learn too late that cable-access television
can be an excellent way of introducing small-business
services to potential customers in your town.
Do
you have a media relations question? Ask
Carolyn! Your questions could be featured in an up-coming
article. If
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