Virgil W. Magee is the Deputy Director of Media Analysis for Strategic Communications for the North Atlantic Treaty Organization's International Security Assistance Force in Kabul, Afghanistan. In his position he is responsible for the identification and analysis of local, regional and global media trends pertaining to multinational ISAF and North Atlantic Treaty Organization’s (NATO) alliance missions and strategic objectives for 42 partner nation defense and foreign affairs ministerial-level organizations, NATO and United Nations mandated missions.
With so many different media options available to people, it is important that businesses spend ample time analyzing media in order to determine what their best means of communications with their customers may be. When it comes to public relations with your business's customers, not all media is created equal. Businesses need to factor in who their average customer is. Is he young and computer savvy or is he more likely to get his information from the radio or television? Does your customer prefer to watch sports TV or is he more likely to read educational magazines? Knowing these facts can help your business make the right decision when it comes to launching a strategic marketing campaign.
The average consumer has a limited tolerance for being "sold to", so it makes sense to try and maximize your marketing efforts to them. You can improve the effectiveness of your strategic marketing campaigns by learning what forms of communication your customers are most receptive to. Perhaps your average customer spends a lot of time surfing the internet, but only tends to purchase products that are advertised on the radio, during their drive home. By analyzing media, you can make an informed decision about where and how to spend your marketing dollars.
As a business, you know that your public relations campaign is a key element to the success of your company. Knowing your customer and their shopping habits is vital to the developing your strategic marketing campaign. Unless you have an unlimited budget, you want to spend money on only those strategic communications that are going to reach your target customers.
What kind of media makes your customers want to learn more about your business and what kind makes them change the channel? You need to analyze the different types of media and see which will give your business the greatest return on investment.
Given the great importance of knowing how best to reach your customer, it is essential to the success of your business to analyze media. Many public relation firms can provide this service for your business. They are able to analyze market trends and then tell you what works and what does not. Once they have this information, a public relations firm can help you devise a strategic marketing campaign that will include more emphasis on those forms of media that are more likely to bring you great success.
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