INFOMEDIA Consulting


	If we wish public opinion to know how our company or organization works, which are its products and services, or if we actually wish to raise the profile of the activity we develop, the most well-known and most frequently used alternative is to turn to traditional advertising. Namely, buy a space in the media, design an advertisement and announce it. However, there are also other choices, less well-known but as effective or even more: media appearances. Basically, this means:
		Identifying the message/s to be disseminated so s to achieve the wanted positioning.
		Transforming that message into a newsworthy item. This means turning the said message into an event attractive enough so as to catch the attention of some journalist or media that will eventually mention it in an article.
		Fostering serious and long-lasting relationships with journalists and media executives so that these know they count with a serious referent or consultant source within the field in which the company develops, and therefore, may ask for an opinion.
	As in other professional fields, these actions require a previous strategy design, since press management should not consist of isolated actions but should answer to an intelligent media appearance plan. The press program may be proactive: this means, a company or institution seeks, through a strategy plan, to position its products and/or services in the media so as to reach the wanted public more effectively. However, this may also answer to a crisis situation, when an unexpected negative event appears abruptly in the media harming the public image of said company or institution. From experience, it may be derived that a long-lasting and proactive communicative action clearly minimizes the consequences arising from a critical situation, as the company has a stable relationship with the media and is adequately prepared to face them when required by the circumstances. The whole of this complex process demands profound professional knowledge in communication matters and a full notion of how the media universe works.
	... LIFE-CASE STUDY

Av. Santa Fe 1752 Piso 3º A Bs.As. Argentina. Tel.: 5238-5510 - contacto@infomediaconsulting.com.ar