Work with media to win the market - Exim Bank

PETALING JAYA: Knowing about the media and understanding how to work with each medium can help companies to promote their products and services effectively.

Source from (The Star Online): http://biz.thestar.com.my/news/story.asp?file=/2013/6/17/business/13241745&sec=business
Published: Jun 17, 2013

Star Publications (M) Bhd associate editor (editorial affairs) T. Selva said companies should develop a smart partnership with editorial and advertising to enjoy a win-win situation.

He said research had shown that news articles were six times more powerful than an advertisement.

“Owing to this, entrepreneurs should engage and develop business partnerships with the media so that they can produce content for each, meet the deadlines of each, adhere to specific style requirements and appeal to each medium’s audience.

“Studies have also revealed that media is the most credible source of information and acts as being the most powerful conduit to shaping people’s beliefs and behaviour,” Selva said.

He said this ahead of The Star Business Awards (SOBA) Learning Series 2013, which will be held on June 21 at the Puteri Pacific Hotel in Johor. The workshop is themed “Winning Strategies for Today’s Companies”.

Selva will be presenting a talk titled Using The Media To Move Your Company Forward and will highlight the Malaysian media landscape, how to keep up with print and online diversity and promoting brand through the media.

He will also provide tips on how to handle the media in a crisis because the manner a company handles the situation may influence how internal and external public will perceive the company for years to come.

He said a true crisis was a turning point, after which things might change drastically, and if an organisation was not prepared to deal with the crisis, it was in constantly at risk.

The talk in Johor will also feature speakers from EXIM Bank, Branding Association of Malaysia and Leaderonomics.

SOBA pays tribute to up-and-coming local, non-listed companies and small and medium-sized enterprises striving to carve a niche for themselves in the world of business.

It marks the achievements of enterprises that have made a difference to the nation’s economy and opened new frontiers.

SOBA 2013 is organised by The Star with EXIM Bank as presenter. It is supported by Bursa Malaysia and audited by BDO.

The Royale Chulan Kuala Lumpur is the official hotel partner, Red Tomato the official Chinese newspaper, and 988FM and RedFM the official radio stations.

This year, the panel of judges will comprise representatives from the Associated Chinese Chamber of Commerce and Industry of Malaysia, Association Of Accredited Advertising Agents of Malaysia, Branding Association of Malaysia, Federation of Malaysian Manufacturers, Malaysian Advertisers Association, Media Specialist Association, Malaysian Associated Indian Chambers of Commerce and Industry, SMI Association of Malaysia, as well as EXIM Bank Bhd.