Media Relations 101


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Learn the best ways to form lasting relationships with influential media. In this breakout, we will review some basic “dos” and “don’ts” on media relations, what makes a story newsworthy and pet peeves of the press. By Tina Lange, APR, Director of Marketing for Space Florida

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Media Relations 101

  1. 1. How to Effectively ManageMedia Relations<br />Tina Lange, APR<br /><br />
  2. 2. Introduction! <br />15 Years of public relations and marketing expertise<br />Director of Marketing Communications at Space Florida (The aerospace economic development agency for the State of Florida)<br />Owner of TnT Creative Group, a Strategic Marketing and Public Relations Firm<br />Media Relations Specialist for Boeing – Kennedy Space Center<br />Marketing Manager for Florida Today<br />Accredited in Public Relations (APR) by Florida Public Relations Association (FPRA)<br />President-Elect, FPRA Space Coast Chapter<br />Tina Lange, APR<br /><br />
  3. 3. Why is Media Relations Important to Your Business?<br />Earned Credibility vs. Paid Placement<br />Making your company an information resource for the press – and your customers/clients!<br />A significant tool in creating a strong brand<br />A far-reaching method to educate your target audience on your product/service<br />Best way to reach mass audiences with a single, consistent message<br />Careful! You can damage your business reputation if you don’t handle media relations effectively!<br />Tina Lange, APR<br /><br />
  4. 4. Types – Traditional vs. “New Media”<br />Traditional Print: Newspapers, Magazines, Newsletters<br />Traditional Electronic: TV, Radio<br />Social Media (Twitter, Facebook, YouTube, LinkedIn, Foursquare, Flickr, etc., etc., etc., etc……)<br />Blogs, Forums<br />Your Company Website<br />Mobile Marketing (now reflective of ALL media!)<br />?<br />Tina Lange, APR<br /><br />
  5. 5. It’s All About Relationships…<br />It takes time!!<br />Build your credibility. Be strategic.<br />Minimal “gimmicks”<br />Know your media targets WELL. One bad pitch that doesn’t pertain to their target audience can ruin your credibility!<br />Making your company an information resource for the press – A critical step to establishing a real relationship with them<br />Know their “pet peeves!”…….<br />Tina Lange, APR<br /><br />
  6. 6. Media “Pet Peeves”<br />Don’t call on deadline! EVER.<br />Know communication preferences and use them!<br />Keep your pitches brief and to the point. Script. (I do!)<br />Keep press releases succinct – no more than 2 pages (1 is best)<br />Know the reporter’s beat, the publication’s target audience, the blogger’s quirks… one size does NOT fit all! Blanket pitches don’t work.<br />Respond promptly to inbound media requests.<br />Be transparent, or don’t bother.<br />“No comment” = I’m guilty.<br />Tina Lange, APR<br /><br />
  7. 7. Different Rules for Different Media!<br />Newspapers (know deadlines, email word attachments only, follow recent stories/trends covered by beat reporters and leverage them, do your homework!) Note: Op-Eds follow different rules!!<br />Weeklies/Monthlies/Magazines (deadlines are farther out, publications may be themed for the month, know word count limits for guest article/column submissions)<br />TV News (48 hours prior typical for consideration, submit through the assignment desk, follow-up calls ok but be quick/succinct, have a REAL visual opportunity!)<br />Radio News (All submissions to the News Director)<br />Tina Lange, APR<br /><br />
  8. 8. Different Rules for Different Media!<br />Twitter (Be a “Listener” first and foremost – about your brand, about your competition, about your target audiences. Follow, follow, follow. Courtesy follow. Purge spammers. Always post links in your >140 character posts and tie them back to your website. Post often. And don’t forget your widget!) <br />Facebook (Create a business page. Post regularly. Create events and invite/track. Create image albums. Use your “personal” network to start building a foundation for your business network. “Find Us” on Facebook – use your website to cross promote.)<br />LinkedIn (This is a professional network, but once you create your individual account, you can then create a “public” or “private” group. Link your Twitter feeds – it will make your life easier!)<br />YouTube (Create an account. Create a Channel. Use a widget!)<br />Tina Lange, APR<br /><br />
  9. 9. The Importance of Tracking, Measurement and Databases<br />Tracking – Are your key messages being communicated effectively to your target audiences? Track placements and messaging. Correct inaccuracies immediately. <br />Measurement – ROI is always key. The time, effort and resources you invest in media relations should come back to you. It’s about your bottom line! Measure!<br />Media Relations Databases – Turnover in the media is frequent. If you can’t afford to subscribe to a media database service (ex: Burrelle’s, PR Newswire, Vocus), keep an excel database and update it quarterly! The web makes this research incredibly easy.<br />Tina Lange, APR<br /><br />
  10. 10. Don’t Forget to Cross-Promote!<br />Tina Lange, APR<br /><br />Once a press release goes out to target media via email or distribution service, be sure to post to your website, then point to that posting through Twitter, Facebook and LinkedIn! (shorten URLs through<br />When you are appear in a media source, share that article or clip via your website and social media channels!<br />
  11. 11. Free Distribution and Measurement Tools… the Magic of the Web!<br />PitchEngine (1 free pitch per month, expires after 30 days)<br />Tweetstats, TweetDeck, HootSuite (Twitter tracking tools)<br />Facebook Insights (once a page has 30 “likes”)<br />Google Analytics (track referrals to your website through your social media channels)<br />Google News Alerts (<br />Social Mention (email alerts for new content based on your keyword across social media)<br /> (share, track and analyze shortened links)<br />Digg, Delicious (track bookmarks)<br />Tina Lange, APR<br /><br />
  12. 12. Want to Learn More?Email Me Anytime!<br />Tina Lange, APR<br />President<br />TnT Creative Group<br /><br />
  13. 13. QUESTIONS?<br />Tina Lange, APR<br /><br />