Media Relations 101: 8 Basics for Beginners
We’ve prepared a list of tips that all PR pros know, but any business owner or marketing manager can use to keep media relations activities on track.
May 31, 2017
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When publicists talk to their clients about relevancy, what they’re really talking about is proper perspective and expectations. Newsworthy to you or your company does not always mean newsworthy to press. To get media coverage, your pitches need to focus on the editorial needs of your target media. Sometimes, such as your latest acquisition, the relevancy of your announcement as worthy of coverage is obvious. In most instances, however, relevancy is more nuanced – that is unless your company has the brand power and market influence that commands attention for every move you make. Assuming that’s not the case, it’s far easier to secure media coverage by working your way into the editorial streams (“beats” or coverage areas, editorial topic calendars, etc.) your target media has already established.
POWER TIP: Don’t forget to heed the basic criteria of newsworthiness referenced in our infographic, “Anatomy of a Press Release”: Timeliness, Proximity, Impact, Novelty, Conflict, Human Interest and Prominence.
Researching your media targets goes hand-in-hand with being relevant. Which reporters cover your space? What are their beats? What types of stories are your target publications running? What have they covered recently? What do they plan to cover in the future? If your press targets are few, these must-ask questions are answered easily enough by going to the media properties’ websites. However, a professional media relations team will have access to databases that can help with larger campaigns.
POWER TIP: Even though the 24/7 news cycle can be helpful in getting coverage for your company from media that have space or airtime to fill, it’s still important to collect their editorial planning calendars and find places where it makes sense for your company to contribute expertise.
Hyperbole and generalities will not help you to secure press coverage. In fact, they usually will have the opposite effect. First, they can turn off fact-focused reporters. Second, they can signal too much work for time-strapped editors who might normally follow-up. Your best bet: Show, don’t tell. Instead of describing your firm as innovative, show how you have innovated. When announcing your latest product release, don’t just imply that it helps businesses, explain how new features solve problems for customers. If you’ve opened a new office, explain the investment that was made and the jobs that have or will be created.
POWER TIP: Whenever you can, use numbers to back up any claims you assert in your announcement or pitch.
If you are not already, get involved in community activities. In addition to helping the community and boosting staff morale, it’s a tried-and-true way for businesses to earn favorable media coverage. This is a particularly useful tactic for small businesses that aren’t announcing news with frequency but need to raise their visibility in local markets. Many community organizations have media-savvy marketers on board to make sure sponsors are featured when local TV and newspaper reporters cover their fundraisers and activities. Plus, having a third party talk about you in the media is preferred whenever possible (see slide 5).
POWER TIP: Philanthropic associations can get you in front of prospective customers with likeminded interests, but it’s also a way to attract millennial talent who want to be involved with organizations that are civic-minded.
One of the best ways to get favorable media coverage is to get someone else to tell your story. In our infographic, Anatomy of a Press Release, we recommend adding testimonials from customers, suppliers or partners to your press releases to give credibility to your announcements. Another way to gain instant authority is to win an award. While you may be fortunate to be recognized by your suppliers or distributors for top sales performance, you don’t have to wait for someone to notice how great you are. There are low-cost opportunities for your company and/or its executives and employees to apply for awards or lists like the Inc. 500 – many of which are sponsored by media outlets. If you win one of these, media coverage is guaranteed.
POWER TIP: Don’t forget to leverage any honors you earn in future press announcements and awards applications.
If you want to become an on-the-record source for media, becoming an off-the-record resource for media can go a long way to building mutually beneficial press relationships. Reporters sometimes need to validate information and conduct background research for stories they’re writing. Volunteer to help reporters covering your “beat” (i.e., technology). Being generous with your time and building true relationships with media – especially industry press – can make a huge difference in your media relations results over time.
A word to the wise: Be honest when you don’t know the answer to a reporter’s question. First, reporters often know the subject inside and out, and are likely to know when you don’t know your stuff. Second, in their business, honesty is paramount. Once editors trust that you can help them, they are more likely to put you on their go-to list for expert commentary on stories they are working.
POWER TIP: While gift giving is often an outgrowth of most developing business relationships, tread lightly with media. Most reporters will view gifts or even paying for lunch as an attempt to buy favor. Simply being an engaged reader/viewer/listener or a trusted source is enough.
A surprising number of publicity efforts fail due to lack of preparation for media responses. You don’t want to be caught off-guard by media inquiries and be unable to answer questions when editors respond to your pitch or press release. Taking a breath and getting organized before you hit the launch button can really pay off. Your team or your media consultant should talk through likely questions in advance or even prepare a press-ready FAQ document you can share.
POWER TIP: Be available! You certainly don’t want to lose a coverage opportunity because you can’t connect your spokesperson with a reporter who is on deadline. In advance of your pitch or press release, have a plan for who will be available to quickly respond to emails, phone calls and even requests for on-air interviews.
A media pitch is like any other sales pitch in business. Following the tips in this slide show can dramatically increase your chances of securing coverage, but nobody bats 1000. All companies, except the biggest of brands, must contend with news cycles and the possibility of doing everything right but being drowned out by bigger announcements or major breaking news. Similarly, set realistic expectations for minor announcements like personnel changes or new office openings. If you name a new CEO and your firm is known in your space, you may be able to get coverage from both your local press and your trade press, but you can’t expect the same interest for opening a new field office. You might get some coverage in the local business journal because the news means more local jobs, but it’s unlikely to get significant traction in larger publications.
A media pitch is like any other sales pitch in business. Following the tips in this slide show can dramatically increase your chances of securing coverage, but nobody bats 1000. All companies, except the biggest of brands, must contend with news cycles and the possibility of doing everything right but being drowned out by bigger announcements or major breaking news. Similarly, set realistic expectations for minor announcements like personnel changes or new office openings. If you name a new CEO and your firm is known in your space, you may be able to get coverage from both your local press and your trade press, but you can’t expect the same interest for opening a new field office. You might get some coverage in the local business journal because the news means more local jobs, but it’s unlikely to get significant traction in larger publications.
Media relations can be complicated, but it doesn’t have to be.
Following some basic rules can jumpstart a media relations campaign or fix one that’s not working as well as you expected.
We’ve prepared a list of eight tips that all PR pros know, but any business owner or marketing manager can use to keep media relations activities on track.
About the Authors
Henderson is senior partner and Freymuth is managing partner with BuzzTheory Strategies, a marketing and strategy consulting firm specializing in the channel.
Henderson has more than 25 years of marketing, communications and content development experience in the technology industry.
Freymuth is a strategy and marketing executive specializing in high-tech markets, disruptive and rapidly evolving technologies and value generation.
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