A Media-Smart Marketing Strategy: Developing Story Ideas

Chapman, Lisbeth Wiley
June 1997
Journal of Financial Planning;Jun97, Vol. 10 Issue 3, p91
Academic Journal
This article provides information on how to create story ideas, using media capabilities to positions business firm with the target market in the U.S. Executives can decide how to position their expertise by the nature of story ideas they choose to share with the media. When developing the story ideas, executives must consider the story timing because media are particularly susceptible to the proper timing and seasonability. It should be make certain that the concepts being presented to the media support the company's chosen areas of expertise and business objectives.


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