Tag Archives: media relations

Podcast: Working on media relations during this economic crisis!

12 Aug

Just click on the title “Media Relations Tips” to hear the entire podcast: Media Relations Tips

How Media Relations Has Changed!!!

12 Feb

PR is definitely changing so as PR professionals that means changing certain methods and strategies.

I remember that when I first started out in PR it was all about writing press releases on what my clients wanted to publicize. It didn’t matter whether it was newsworthy or not, the point was to get it out to as many media outlets as possible hoping someone would pick up the press release and do a story on it.

Things have changed all thanks to social media and the Internet. Now some newspapers are barely surviving or have been shut down. As journalist are now learning how to adapt to new technology we PR professionals have to as well.  Below are some tips on pitching to the media.

1. Realize that today many media outlets are short staffed meaning that a reporter doesn’t have time to listen to your pitch. And if they do have time it’s very limited so you better make your pitch a good one.

2. Many reporters are looking to the web for their stories so that means you need to do the following—create SEO press releases and post them on targeted Web sites, create an interactive Web site, video or blog, utilize Twitter and Facebook to publicize your campaign, and comment on forums and news web sites—LET THE REPORTER FIND YOU.

3. I know most clients say I want to come out on CNN, NY Times, Washington Post or LA Times, but  first research if your audience is even reading those newspapers. If you’re working on a campaign to raise awareness on teen pregnancy figure out who is it that you would like to reach out to—parents, teachers, doctors, NGOS, etc…Maybe some of your target audiences are not reading the top newspapers maybe it’s blogs or pod casts. RESEARCH…RESEARCH…RESEARCH. Remember that we now live in a niche society, which means that there are a variety of different news sources that could possibly publicize your story.

4. If you would like reporters to cover an event start creating the buzz a couple weeks in advance. You could write a blog entry for a popular blog, ask a radio personality to announce it, tweet everyday about it, and connect to the key players on Twitter.  Buzz online creates word of mouth offline which helps your message get to the right people. Once you’ve built up enough buzz the news will eventually pick up on it or when you do call them it will be an easy pitch.

5. Put yourself in the reporter’s shoes. Reporters are curious people always trying to report something that affects someone in a profound way or looking to hold elected officials accountable for their actions. Knowing that a reporter is looking for a story that has an impact on others or communities make sure that what you’re pitching is affecting someone or a community in a good or bad way.

6. Get to know your reporters. You need to know how they write and what they tend to write about. Remember media is also your target audience so you must also research them.

So next time your boss says write a press release, send it out, and pitch it…..think twice about doing that, because while you’re spending time on that press release your targeted reporters are already well on their way to researching the web for interesting stories.