2. Success in Media Relations
As a public we have access to more information now than
we know what to do with.
Getting information out in to the public has never been
easier. Getting it out where it will be seen, understood and
engaged with is something else altogether.
This is where having strong media relations can be hugely
beneficial.
Keeping the media onside and in line with your brands
communications will give you far greater opportunities for
strong media placements – boosting brand visibility and
public engagement.
3. Reach the Right People
Make sure you don’t waste time and effort reaching out to the wrong people.
You could have a brilliant and newsworthy story but if it is wholly unrelated to
that outlet’s medium then they won’t use it.
Sending generic mass emails and messages out to “the media” is a sure fire
way to upset any journalist.
Assess which publications and media outlets are best suited to your type of
organisation and target them directly.
Review previous publications on similar organisations or within your industry
and establish the key players within that organisation.
Who sources the contacts, who reads the articles and who edits them?
Reach out to these people directly and target stories and ideas to people
you know will be more inclined to publish it.
4. Understand How They Operate
Get to know the relevant reporters and understand how
they operate.
Each outlet and each journalist works slightly differently,
utilising different means of communication and way of
working.
Some people are happy being contacted through their
mobile phone – others are definitely not.
Understanding how the media outlets operate will ensure
you avoid any embarrassing or damaging mistakes.
Draw up a list of media contacts, with fully up to date
contact information and make a note of how and when
best to contact them.
5. Establish a Clear Message
Sending out press releases verbatim is
unlikely to entice the media in to following
up on your story. In time pressure situations
you often have a very narrow window of
opportunity to pitch your story. Draw up a
synopsis of your release for pitch purposes.
Ensure you cover all the facts and outline
the message you wish to convey, outlining
clearly how and why it is a compelling
and newsworthy piece.
6. Develop Personal Contacts
At all times and whenever possible,
communicate with journalists personally.
Try and establish clear and lasting
relationships by remaining front of mind.
Always refer to who you are, what you do
and how you know each other.
Over time journalists will see you as a regular
contact, making it easier for you to pitch
future stories.
7. Be Available To Help
When contacting anyone in the media
always offer your help in any way.
They may be seeking opinion or thoughts on
an issue and speaking to you will save
valuable time.
As well as remaining front of mind for future
stories, any goodwill shown towards the
media will help to develop a positive
reputation for yourself and your organisation.
8. Make Sure You Can Deliver
What You Say
As tempting as it may be to go along with
everything suggested by the journalist to
ensure a positive.
Do everything you can to always meet
deadlines and provide all the relevant
and useful information but do not
guarantee something which cannot be
achieved.
9. Always Follow Up
Keep up to date with the progress of all
potential media placements and follow up on
leads with further communication.
Offer to provide additional information or
enhancements like videos or photos.
Not only will this boost your chances of a
compelling news article but you will remain at
the forefront of the media’s thoughts for
future publications.
10. Pitch Offline
Wherever possible contact journalists and pitch
stories in an offline setting.
Phone conversations are far better than email in
conveying meaning and tone whilst face to face
meetings are better still.
They allow you to establish necessary contacts
and relationships quicker and also by using a live
setting you have a better chance of success in
conveying the nuances of your story.
11. Ensure Your Message is
Accurate and Newsworthy
Above all else make sure your story is newsworthy. I cannot stress
this enough.
After committing time and effort in to reaching contacts and
creating media opportunities, make sure what you ultimately
present is of high enough quality and relevance to pique a
journalists interest.
Stories which are poorly written, incorrect or misleading will not be
considered.
Similarly make sure your story is of interest to a wide enough
audience.
An interesting and compelling story it may be but if no-one outside
your office cares than it is of no use to the wider media.
