This document provides guidance on effective media relations. It discusses developing media pitches, using media databases to identify correct contacts, utilizing editorial calendars to time stories, maintaining tip sheets, the importance of personal relationships, conducting interviews and news conferences, organizing media tours, and other relationship-building ideas like press previews and conferences. The overall message is that media relations requires knowing your media outlets and journalists, localizing your messages, being responsive and honest, respecting deadlines, and building relationships over time through various in-person and virtual engagement opportunities.

1. JOURNALISM 370
April 18, 2012

2. Media Pitch Letter
• Hit with your best shot.
• Make it damn personal.
• It’s method, man. Letters delivered by email
need different content than those delivered
by envelope with stamp.
• Do not rush a letter.
• Proofread. Proofread. Oh and then proofread
again.

3. Media relations checklist
Seven Steps For Success
• Know your media
• Localize
• Be available/responsive
• Be honest and fair
• Be sensitive to deadlines
• Be persistent, not annoying
• Be wary of offering free stuff

4. Reaching the media
• Identifying the correct medium is essential
• Be sure information is relevant to the medium
and its audience
• Send it to the correct, current contact person
(i.e., editor or reporter)

5. Databases
• There are four that most use
– PR Newswire
– Busineswire
– Cision
– Vocus

6. Databases
• Media organization name
• Mailing address
• Telephone and fax number
• E-mail addresses
• Names of key editors and reporters
• Twitter handles or Facebook

7. Editorial calendars
• Provide information about what will be
covered in certain issues of a publication.
• Often set a year in advance.
• Many keep same special issues from year to
year.
• These allow you to play connect the dots
between media and your organization.

8. Tip sheets
• Weekly newsletters that report on
• Changes in news personnel and their assignments
• How to contact them
• What kinds of material they’re looking for
• HARO is a great daily tip sheet

9. How do you contact folks?
• E-mail
• 83% of journalists prefer e-mail as a way to
receive information
• No kidding, it’s easy to not open an email
• Online newsrooms
• Makes information readily available to journalists,
but is passive

10. Why is this important?
• PR needs the media to validate content.
• The media needs PR to find stories they’re too
busy to find.
• There is a love/hate relationship.
• Many journalists think PR people are used car
salesmen.
• Many PR people think journalists are sensational.
• This is why personal relationships matter so much.

11. How can we play nice?
Six tips for media interviews
• When reporters call, interview them first.
• Know the purpose of the interview
• Be prepared for questions, know your facts.
• Don’t be combative, arrogant, evasive. If you
don’t know the answer, it’s OK. Just explain
when and how you can find the answer.
• Get your message/talking points across.
• The best PR pros think like reporters….

12. How can we play nice?
News conference
• Don’t use reporters for routine
announcements
• Allow all media information simultaneously
• Allow follow-up questions
• Schedule at a good time for reporters.
• 10, 1 and 3 are good times.
• Select a location that accommodates
reporters’ technical needs.

13. How to play nice:
News conference
• Invite reporters a week in advance.
• Establish a schedule and rules for the
conference.
• Spokespeople should remain available
afterward.
• Be tech friendly
• Webinars
• UStream…

14. How to play nice
Media tour
• If they can’t come to you, you go to them.
• Media outlet itself
• Satellite tour
• Radio
• TV
• Skype!!!!!!!!!

15. How to play nice
other ideas
• Previews
• Opening of facility
• Launch of a product
• Announce a new promotional campaign
• Press junkets
• Press tours/trips
• Must be legitimate news angle
• With bloggers, all bets can be off

16. How to play nice
other ideas
• Editorial board meetings
• Contact editor to request a meeting
• Great way to build relationship with gatekeepers
• Great way to build third party endorsments
• People don’t use this enough

17. How to play nice
other ideas
• Conferences
• Use to garner support
• Use to state a case,
• Use to introduce something
• Great for media and your target audience

18. Media relations checklist
Seven Steps For Success
• Know your media
• Localize
• Be available/responsive
• Be honest and fair
• Be sensitive to deadlines
• Be persistent, not annoying
• Be wary of offering free stuff