Every organization wants positive exposure through traditional and social media, and it is possible even for small businesses. Here’s the key: Embrace the “relations” part of media relations and public relations. Build relationships and your organization will land more exposure in various news outlets and among key bloggers who cover your industry. It really is that simple.
The word “relations” implies the profession is build upon relationships. However, along the way the relationship part with reporters seemed to sour as an increased number of public relations practitioners blasted poorly crafted press releases at journalists. They labeled us “flacks.” The term can be accurate.
As a reporter, I hated getting calls from lazy public relations people who wanted to use my paper and me to score an article that amounted to a free ad. I passed them – sometimes not so gently – to the ad sales department as a way to deflect their flak. (Here is a well-written article on “flack” and “flak” as it is used in reference to public relations practitioners). Since transitioning to the organizational side of things, I’ve learned this self-interested approach obviously isn’t true for media relations and public relations people who truly do represent the best of our profession. It boils down to service.
I asked several reporters with whom I have worked in my role as a media relations manager to offer some insight on what we media relations and public relations professionals can do to foster mutually beneficial relationships with reporters. Here are five tips these friends offered to begin what will be a periodic look at helping your organization develop a reputation as a reporter-friendly organization.
1. Know the medium you are pitching
Unfortunately, too many media relations and public relations professionals haven’t read or watched a reporter’s work. Do your homework and don’t call the paper [show, blogger, etc.] until you know something about their beat and the types of stories or content they develop.
2. Have a relevant reason to call
Don’t blast fax the world or call every contact on your list with every press release. It’s a giant waste of time and resources. Think through [which reporters] are really most likely to use the material and just call them. Tailor the message. Think about who should get material first; the medium most likely to give you the biggest splash.
3. Be a connector
If you are going to offer experts then include the phone number and email of the expert so a reporter can easily and quickly follow up. Otherwise, it is probably a missed opportunity. Connect sources and reporters and you’ll quickly gain credibility. (You’ll also find your organization “out there” more frequently.)
4. Know who your are offering for an interview
How well can your sources communicate with the media? They may be brilliant, powerful and knowledgable but if they speak in jargon, or give the same quotes to multiple reporters, it’s deadly. Have a plan ready for the person who’s really uncomfortable in an interview.
5. Be timely
No one cares about your news hook 24 hours after the fact. If you are going to focus on helping clients get attention in mass media, then pay attention to the news every day and ask yourself, “Where do my clients fit in, whom do we tell, how do we tell them and how quickly can we do it.”
Taking time to build relationships helps you identify the really good reporters who complement really good media and public relations professionals. The ideal is a relationship that helps reporters succeed by supplying them with accurate and useful information in a timely manner. As a result, your organization will succeed because you took a thoughtful, service-oriented approach that landed positive coverage.
