Building Strong Media Relationships

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  • Building Strong Media Relationships

    1. 1. The Media: Don’t Just Deal With Them . . . Deal Them In! Presented by Cheryl Bella Sr. Vice President, The Firm Public Relations & Marketing
    2. 2. Building Better Media Relationships <ul><li>Like any relationship, requires time and commitment </li></ul><ul><ul><ul><li>It’s not just about pitching when you have a story </li></ul></ul></ul><ul><li>Be where the media is </li></ul><ul><ul><ul><li>What industry events to they attend and cover? </li></ul></ul></ul><ul><ul><ul><li>Create a list of key message points even for informal meetings </li></ul></ul></ul><ul><li>Don’t discount the importance of social media </li></ul>
    3. 3. LinkedIn.com
    4. 4. Facebook
    5. 5. Getting to Know the Media <ul><li>The three “ R ”s – R eading, R esearch and out R each </li></ul><ul><ul><ul><li>Keep on top of what they cover </li></ul></ul></ul><ul><ul><ul><li>Keep on top of current issues </li></ul></ul></ul><ul><li>The importance of understanding their audiences </li></ul><ul><ul><ul><li>Localize, localize, localize </li></ul></ul></ul>
    6. 6. Become an Information Source – The Value of Member Surveys
    7. 7. Become an Information Source – The Value of Member Surveys
    8. 8. Be a Thought Leader
    9. 9. Partnering with analysts and colleges on commissioned reports
    10. 10. Make it Easy for Them <ul><li>Ask not what your media can do for you but what you can do for your media </li></ul><ul><li>Be available and accessible </li></ul>
    11. 11. Planning is Key <ul><li>All relationships take effort – know what you want to invest </li></ul><ul><li>How to create an action plan </li></ul><ul><ul><ul><li>List out activities, events, etc. your Chamber will </li></ul></ul></ul><ul><ul><ul><li>engage in during the next 12 months </li></ul></ul></ul><ul><ul><ul><li>Create an outreach plan per press member </li></ul></ul></ul><ul><ul><ul><li>Make it newsworthy </li></ul></ul></ul>
    12. 12. Action Plan <ul><li>List out your top three to five local media outlets you’d like to target </li></ul><ul><li>List out the reporters at each outlet you need to reach </li></ul><ul><li>Research and summarize the stories each of your targets reported on in the past 3-6 months including what type of news you think will interest them in the future </li></ul><ul><li>List out upcoming Chamber news items, reports, surveys, events, etc. </li></ul>
    13. 13. <ul><li>Monthly Outreach Plan for John Doe, Reporter, Local Business Journal </li></ul><ul><li>January: Provide Chamber reaction to “State of the City” or “State of the State” address </li></ul><ul><li>February: Schedule informal coffee/lunch meeting </li></ul><ul><li>March: Pitch recently commissioned Chamber report on outlook for area job creation </li></ul><ul><li>April: Invite to attend Chamber “State of the Local Economy” membership discussion </li></ul><ul><li>May: TBD </li></ul><ul><li>June: Pitch applicable story in conjunction with Chamber Business Expo </li></ul>
    14. 14. <ul><li>Monthly Outreach Plan for John Doe, Reporter, Local Business Journal </li></ul><ul><li>July: Schedule informal coffee/lunch meeting </li></ul><ul><li>August: Invite to participate on Chamber panel discussion on the local economy </li></ul><ul><li>September: Pitch results of Chamber’s annual economic member survey </li></ul><ul><li>October: TBD </li></ul><ul><li>November: Pitch story on Chamber and members’ involvement with local not-for-profits; how businesses view corporate responsibility and what they’re doing to get involved </li></ul><ul><li>December: Send holiday/New Year’s greeting </li></ul>
    15. 15. Unplanned Opportunities <ul><li>Be flexible </li></ul><ul><li>Offer a local twist on a national story in a timely manner </li></ul><ul><li>http://www.helpareporter.com/ </li></ul>
    16. 16. Prep for Interviews & Meetings <ul><li>Only one chance to make a great first impression </li></ul><ul><li>How not to leave it up to chance </li></ul>
    17. 17. Follow Up <ul><li>Get them what you promised, when you promised </li></ul><ul><li>The importance of communicating following coverage </li></ul><ul><li>Forget-me-nots </li></ul>
    18. 18. Resources <ul><li>Presentation – On My Linkedin Profile </li></ul><ul><li>PR Tip Booklet – www.thefirmpr.com/resources </li></ul><ul><li>Media Worksheet – email me at cherylb@thefirmpr.com </li></ul>

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