In the 'Age of Scepticism' gaining media coverage is one way of cutting through the ever increasing noise to get your message across.

Research shows the average consumer receives between 1500 and 3000 marketing messages a day.

Editorial generated by media coverage is more credible than advertising and can help cut through the clutter.

It can also help build your reputation.

But how do you get media coverage?

Here are 10 tips for harnessing the marketing power of the media.

1. Know Your Strengths.

What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert. Even in a crisis this can position you or your organisation as the 'go to' person. This builds credibility.

2. Clarify your communication objectives?

What do I want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new
product or service?

3. Define your target audience?

Who is my target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media? What influence do they have?

4. Identify the best channels of communication.

What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, community newsletters?

5. What is your key message?

Distil what you want to say into three key points. Remember less has more impact. Be disciplined and stay 'on message'. How can this message resonate with, influence or tap into collective attitudes among relevant consumers?

6. Build your case?

What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have? This helps overcome what I call 'the hump of cynicism' entrenched in many journalists when they ask 'why is this news?'.

7. What is the hook?

What will make your message or news release stand out from the rest. Be creative. Use a media release to control the information flow.

8. Develop long-term relationships with the media.

Visit and meet them face-to-face. Network and get to know them.

9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.

10. Seek Professional Help.

For maximum impact, effectiveness and value seek the advice of a media and communications professional.