AUM Media believes that traditional approaches to public relations often result in a drain on management time and resources when not tethered to specific business and capital markets objectives.

Media Relations & Thought Leadership

There is no “standard package” when it comes to media engagement. In some instances, the best press coverage is no press at all. In other cases, the company may choose to be a valuable source of information and insight for journalists on background but never once be mentioned by name.

We begin by establishing our strategic goals for media engagement.

  • Positioning for a successful capital market or M&A transaction

  • Establishing a position of thought leadership for the company or senior executive

  • Facilitating positive regulatory outcomes

  • Strengthening or defining a brand position

  • Driving organic search rankings on the most valuable search real estate to drive sales

From there we go on to establish the most effective mix of channels, both owned and earned, to deliver the company message, including:

  • Print, web, and broadcast earned media

  • Bylined articles and op-eds

  • Corporate and executive social media feeds

  • Blogs and podcasts

  • White papers

  • Surveys

  • E-books

While earned media has a very high potential impact, it also entails a degree of loss of control over the messaging. Therefore, we approach every engagement carefully by screening the journalist for story focus and prior coverage, carefully preparing key messages, and staging mock interviews to be ready for any curves that might come your way. For broadcast media, we advise taping and re-watching these preparations to be rock solid when the cameras go live.