While there are many facets to public relations strategies, media relations and media place-ments remain a staple of virtually all communication goals. As staff sizes in newsrooms con-tinue to get smaller, so does the bandwidth of reporters. Landing a well-timed pitch with the right reporter at one of your most coveted outlets can feel exhilarating, but without the right planning and understanding of how to work with the media, chances of media coverage drop significantly.

1. Media Relations 101: Three Fundamental Steps for Media Outreach
While there are many facets to public relations strategies, media relations and media
placements remain a staple of virtually all communication goals. As staff sizes in
newsrooms continue to get smaller, so does the bandwidth of reporters. Landing a well-
timed pitch with the right reporter at one of your most coveted outlets can feel
exhilarating, but without the right planning and understanding of how to work with the
media, chances of media coverage drop significantly. These three fundamental steps can
increase your odds:
1. First thing’s first: What’s your story?
Make sure you understand what is newsworthy, and most importantly, what is of actual
interest to a journalist’s readers. Understanding what’s newsworthy about your
product, solution or service is critical to media relations success. Oftentimes, tying in
your company’s announcement to a larger trend is a great way to begin a conversation
with a journalist – leveraging your expertise in a particular area to help a journalist
connect the dots to outline larger trends can make you a great resource to that reporter
and could make you a top-of-mind contact when a source is needed for a similar topic.
Remember, it’s not about you or your company: it’s about what you and your company
can offer the reader.
2. Do your homework: Study up!
Before doing any outreach to potential media contacts, make sure you’ve done all
necessary research. A few questions to consider:
 Who is the publication’s target audience and does that match with yours?

2.  What sort of topics do they write about?
 Have they covered similar topics to your proposed story idea?
One of the easiest ways to turn off a reporter is to pitch something outside of his or her
coverage area. Understanding how the media works and what types of stories spark
their interest is a first step in any media relations program.
3. Congratulations, there’s interest: Now what?
When you’ve received interest from a reporter on your proposed story, there are a few
things to keep in mind. Consider these tips as you prepare for an interview:
 Take every interview, email and conversation with a member of the press seriously
 There is no “off the record” – the mic is always on!
 Each interview is an opportunity to deliver your message and build your brand
 You can control the interview – but it takes effort
Interviews can have immediate positive or negative consequences, so taking the time to
re-fine your company story, understand the media landscape and the needs of the
journalist are key milestones on your journey to a great media placement.
While media coverage is never guaranteed, with proper preparation, planning and
research you’ve significantly increased your chances of landing that much sought-after
media mention for your brand.