Media relations is fundamental to good PR. It’s about understanding how the media works and providing newsworthy press releases and other content which make good stories for editorial pages or online. By achieving regular exposure for your company or brand and you’ll build understanding and respect and further positive outcomes.
Relationships with the media need to be nurtured and respected and you need to provide a good service. As well as working proactively to develop opportunities, if a member of the media telephones to query a fact or ask for information, then ensure you understand what’s needed and by when – and then make sure you answer the query within the deadline.
There are lots of don’t and don’ts. Don’t allow inexperienced staff to contact the media and certainly don’t pester with questions about ‘did you receive the press release’ and ‘when is it going to be published’. Journalists won’t like you.
Do understand what your target media is looking for and make sure you provide newsworthy press releases using excellent writing and good judgement. It’s an area where experience and professionalism count.
Five top tips
• Understand which media you need to target and develop tailored lists with named journalists, email contacts and phone numbers. Journalists frequently change so frequent contact helps keep your lists fresh.
• Search out newsworthy angles which are relevant to your target media. Touch points for the media will differ according to their sector/publication/specialism but might include human interest, unusual or different, remarkable, innovative, investment, and achievements.
• Be proactive in developing media relationships but do your research first so you can be confident in knowing who you are talking to and why.
• Keep abreast of national news and local/national politics, which often throw up good PR opportunities. Be fast with comments or in suggesting your spokespersons for interviews. Make sure they are available first.
• A good photo will increase the chances of your story being used and will increase the size of the space it gets given. This goes for consumer and trade publications.
For further advice, please feel free to call us on 01473 326400 or just drop us a line at email@example.com.