A media relations strategy is a core piece of the public relations puzzle. It takes expertise, methodology and like many skill sets, the more you engage with the media, the more lesson-learned you acquire along the way. In a lot of ways, media relations strategy is like fishing. Many may say fishing is based on luck, but there is a reason the professionals are able to reel in the big fish on a consistent basis.

1. PR Parallel
Six fishing lessons for your
media relations strategy
B Y : K A T I E B L A I R

2. Finding the Perfect Spot
Understand the demographics of the
publication and tailor your pitch
appropriately.
Mainstream and trade publications
require different strategies, just like
fishing in salt water and fresh water
require different strategies.

3. It Takes the Right Bait
Not all reporters are going to
bite on the same story. When
reaching out to the media, it’s
important to have a clear
picture on the topics that they
cover and even how often
they are likely to write about
said topic.

4. Know the Ideal
Time of Day
Understanding a reporter’s editorial schedule
is important. What are the deadlines that a
reporter is working against? Just like fish, there
are certain times of the day that reporters are
more active or less active.

5. Cast a Wide Net
Don’t limit yourself to one
industry or select
publications, get creative.
Use industry trends and
target various audiences.
Don’t just be satisfied with
the status quo.

6. Don’t Throw in the Rod
Sometimes your story idea to
the media just falls flat – but
don't give up. If a reporter
gives you the opening upon
saying “no,” find out what
peaks their interest or dig a
little deeper into what they are
currently working on.

7. Come Back for More
If a reporter doesn't bite on a
certain pitch, follow-up. The
key is to not become a
nuisance and completely
scare them off. On the other
hand, if you’ve found a
strategy and spot that has
been proven successful, don’t
be afraid to go back for more.