By Tom Polanski

If you’re looking to broaden your company’s reach to hit the television airwaves, you’ll need to research media planning and do your homework before you buy. 

There are as many different kinds of media as there are groups of people - so targeting your message to the appropriate segment of buyers is crucial for media advertising success.  That said, here are five ways you can ensure that your media planning and buying work together seamlessly to produce great results:

1. First, develop a media kit - both an actual “tangible” version that you can give to media outlets, and an online version that can be downloaded from your website.  Include a media and print-ready logo (consult your local print shop and your designer for the specifics on this), your contact information, a pitch letter/press release, photos or video footage pertinent to the story and of course, your business card.

2. Get to know your local editors, reporters and journalists.  Find out what demographics they target and see if this is a match for your audience as well.  Work to build relationships with them by offering new or noteworthy pieces of information about your business or local events you’re sponsoring. 

3. Offer yourself or your employees as “experts” in your field as a way to help the media locate reliable, knowledgeable sources in your industry.  You can do this by including relevant snippets of information where your business worked with a high-profile client, helped a local business or any other newsworthy event that demonstrates your expertise.

4. Be mindful and respectful of the reporter’s deadline.  Give them your personal contact information and answer (or return) calls promptly.  Be open and flexible to answering any questions they may have.

5. Finally, don’t forget to write a “thank you” letter to the editor and reporter who covered your story.  This often-forgotten finale is not just courteous, but it also shows that you appreciate their time and the work they put in to making your media presentation a success.  For the most impact, write the thank you note by hand instead of printing.  This is a very meaningful gesture that will certainly make a positive impression.

To your success!