|AS SEEN ON TV: Appearances on business TV are worth a |
a great deal for your product, service, or investment.
Last year, we secured scores and scores of appearances on CNBC, Fox Business, and Bloomberg TV for our clients. Still, such a rush to coverage always raises the specter of, "What is all this worth? How valuable is someone’s five minutes of fame among the non-stop talking heads and barrage of market opinion and analysis by an endless stream of commentators?"
Well, it turns out, it’s worth a great deal. Maybe not in the fleetingness of the appearance - which can easily get lost in the 24-hour news cycle -but rather the real value comes from how an appearance or series of appearances can push forward a narrative, build credibility, and differentiate a product, service, or investment opportunity from a crowded field of competitors. Here’s how:
Advancing the narrative. Storytelling is among the most powerful means of human communications. Stories hang in human memory. They trump fact and features. They seed meaning and affect decision-making. And they can impose discipline on an organization. Effective three minute storytelling is a learned art, often mastered in the pressure cooker of media training leading up to a TV appearance. It’s here where many clients crystallize their thoughts and distill the essence of their message. That exercise alone is valuable, but then distributing it on national TV amplifies it, not just for viewers, but also for employees, partners, and shareholders who can view it over time, thanks to the miracle of Internet.