Tara Murphy, Owner, 360 Media (Atlanta, GA)
Tara Murphy owns 360 Media, an entertainment, lifestyle, and hospitality agency that focuses on public relations, event planning, and digital marketing. In the last couple of years, the agency has expanded into hotel work and commercial real estate. 360 Media will have been in business 25 years as of next January.
In this interview, Tara describes how her agency utilizes a variety of complementary narratives, images, and quotes layered on different platforms (social, email, print TV) to build a “big picture” storyline and cadence a client’s message. Tara explains that a lot of companies have ineffective PR because they fail to link their messages across the various platforms. 360-Media often educates clients on how to figure out message cadencing and how to make everything work together.
360 Media’s expansion into the commercial real estate market segment came about when the agency was tasked to promote Atlanta’s Krog Street Market, one of the first “food halls” to gain global recognition. Tara explains that Krog Street Market could have been a glorified food court, but it became much more than that . . . and was pivotal in rejuvenating the neighborhood around it.
Understanding a client’s goals and objectives, mapping out a strategy, and then building a PR program with integrated story-telling, place-making, and branding components can change commercial real estate from a B2B proposition into a personal “what’s coming to my neighborhood” lifestyle play.
Tara provides tips on how to write and submit press releases in today’s environment, what makes something newsworthy, and how to help a client find the unique “angle” that makes a “me too” announcement stand out. (This understanding is the light-bulb moment.) Less is more, Tara says. You have to target your audience, then customize the pieces for each of those targeted audiences.
Tara notes a couple of things she might have done differently when she started:
- She feels she should have been more ready to follow her intuition,
- She made the mistake of extending too much credit to financially-strapped clients
The things that have helped 360 Media succeed for almost a quarter decade:
- Being open to morph and willing to take on new challenges
- Keeping a diverse client base
For the past 2 years, 360 Media has published the Atlanta 100, an end-of-the workweek e-newsletter and website (theatlanta100.com), which each week features twelve 100-word stories and 100-second videos on topics of intrigue in the Atlanta area. Lots of information . . . quick and easy access.
Tara can be reached on her agency’s website at 360media.net or on Instagram at 360 Media, Inc (@360mediainc).