The Two Most Effective Media Relations Tactics for 2022
An effective media relations plan will involve consistent messages, well-targeted media lists, media pitches that are newsworthy, and engaging material that has been well-written.
Establishing open communication between a company and the media is one of the most important steps in developing a connection with the demographic that the company is trying to reach.
There are notable distinctions between public relations and media relations, despite the fact that many people get the two mixed up and the fact that they are naturally connected.
Public relations are the ties that firms build with members of the general public with the assistance of media workers. Media relations refer to the connections that are made between a company and members of the press who cover the company’s industry.
It is possible for either the firm or the media to initiate contact for both public relations and media relations simultaneously.
Techniques Effective When Dealing with the Media
It is very evident that including a media relations plan in your marketing communications strategy will offer an enormous amount of value. Here are some of the most effective strategies for doing media relations:
Create a Watchlist
Any media relations professional needs this. You know your company and industry, so start preparing ahead to know when to speak to the media. Contact journalists in your target medium to remark on impending articles.
First, master the media pitch. They may ask you to blog, do a media interview, or cite them. These are all good strategies to make your brand relevant.
Keeping Lists Current and Up to Date
The world of reporting is subject to constant change as a result of the constant movement of journalists and reporters from one publication to another or from freelance to regular contributor positions.
Additionally, publications frequently change entirely or consolidate with other outlets, which also contributes to this phenomenon. It is crucial to have current media lists in order to guarantee that your company will continue to have acceptable industry relationships despite any changes that may occur.
Free as well as Premium Resources
Are you at a loss on how to begin compiling those lists of media outlets? The good news is that there are a number of choices, both paid and unpaid.
In addition to searching through newspapers, magazines, and blogs, you can also join HelpAReporter.com to be a source or a reporter.
Help a Reporter Out (HARO) is an organization that helps journalists and bloggers connect with relevant expert sources in order to fulfill the rigorous deadlines that journalists have and to allow marketers to tell their stories. This is done via the use of daily emails.
Cision and Mitch Leff’s Media Match are two examples of paid media directories that enable organizations to search for journalists and filter their results based on a variety of criteria, including the subject matter of the material, the kind of publication, the location, and more.
These databases provide carefully selected journalists and outlets, in addition to other valuable chances.
Acquiring Knowledge of Journalists
One of the most important pieces of advice about media relations is to establish a connection with a journalist. In the realm of media relations, two of the worst things you can do are cold call and burn your bridges.
Building solid connections with reporters is made easier when pitches and press releases are given a personalized touch.
Investigation of and participation in the editorial calendars of publications that may be found online both contribute to the development of more personal relationships with reporters.
When it comes to cultivating relationships with the media, one of the most recent pieces of advice to keep in mind is to establish connections with journalists on social media platforms like LinkedIn and Twitter.
The use of social media is a great opportunity to engage with one another on a more personal level and to increase the likelihood that journalists will see you as more than simply a source.
Make use of this link, and make a note of the tales that interest them so that you may refer to them in the future.
Include Some Personalized Details
In order to cultivate productive digital interaction, it is vital to have an understanding of the format in which each journalist likes to receive pitches and news releases (i.e., as a text or PDF document, or in the body of the email itself).
It is more likely that interactions will be evaluated when the journalist’s preferences and expectations are honored and respected.
Among the countless emails that journalists get on a daily basis, the ones sent by senders that take the time to adapt communications while keeping a reporter’s preferences in mind stand out as particularly noteworthy.
It is also very important to be aware of the topics and subjects that the journalists on the media list are most interested in.
Find out if these journalists cover themes that are local or national to determine whether folks are interested in the large-scale news that is being offered or the local news that is being pitched.
On occasion, journalists working for national newspapers will express an interest in the goings-on in their home communities, but only if they are furnished with all of the essential material by their reliable source.
It is also crucial to maintain transparency about the delivery. It is quite important to live up to the expectations of a journalist when they have been assured that they would get information by a specific time.
If for whatever reason something cannot be completed by the deadline, it is important to be upfront about the problem and provide an apology. It is essential to keep communication open and not destroy any bridges in an effort to prevent social isolation.
News Release and Pitch
A well-written press release and pitch are crucial components of effective media relations. Most journalists adhere to a set of guidelines when it comes to news releases. However, some are more lenient than others.
Here are some of the most important things to ask when evaluating the success of a press release or pitch:
Is there a compelling hook in the press release that will interest reporters?
Is there a catchy introduction that will make readers want to keep reading the press release?
Is AP Style being used in this press release?
Can you quickly find the information you need in the press release?
Reporters might utilize these factors to exclude potential sources. For some journalists, it’s easier to just copy and paste a well-written press release, thus it’s important to maintain industry standards by using AP Style.
Every writer, no matter how seasoned, sometimes makes elementary mistakes in grammar or word choice. If you don’t have access to the second pair of eyes, use an internet service like Grammarly.com to check your work before publishing or pitching it.
This free software also has a browser add-on that may be used to edit the text in real-time and see errors that standard word processors may overlook.
Today’s customers have a lot of businesses and digital distractions vying for their time and attention. It’s important to have a variety of unique public relations strategies ready to deploy at any given time if you want your offer to be noticed.
Get started researching what approaches to public relations work best for your business. Always keep in mind that good public relations may increase brand awareness, strengthen existing relationships, introduce you to new customers, and boost your company’s bottom line.