Media Relations Tips

Having the right contacts and knowing how and when to deliver the right message is the key to getting results in the media relations industry.

What would be the strengths as a public relations professional if they moved to a new city and knew no journalists? The strengths the public relations professionals would have are communication, planning ability, understanding the media expectations in that area, and the industry. The challenge, then of course would be how fast they can adapt to the public relations scene in the new area and get acquainted with the local journalists. There is a known thought that says it is the relationship with the media that counts. If you know a journalist well enough, they will find a news angle just out of anything and do a story for you. Many media heads in public relations agencies will agree that it is because of their good bonding with journalists that have saved many public relations accounts at crisis situations. It is a good tip for public relations professionals to help their clients to build these strong relationships with journalists, invite them over to meet your client personally. It is an easy way to start a relationship with reporters by commenting on their blogs or sending them information that is not just a blatant pitch for you or your clients company. Become part of journalists’ network of sources. This comes into play with blogging. Remember that buyers, reporters and editors read blogs for story ideas and to understand market trends. Also, if the reporter has a blog, read it, comment on it, and track back to it.


Public relations agencies that have figured out the importance of relationships with the media agree that it pays off. Story angles work on good ideas and content, but good media relationships can give these story angles a push into becoming print items.

As many know, public relations professionals have been sending news releases and blind pitches to hundreds and thousands of journalists at a time without giving any thought to what each reporter actually covers. Sending large groups of journalists with public relations materials is not a good strategy to get reporters and editors to pay attention to you. In order to get your work in the hands of journalists and reporters, pay attention to what individual reporters write about by reading their stories and write specific and targeted pitches crafted especially for them. Before you pitch your stories, read the publication you’ll be pitching to.

I have found two lists dealing with international media relations I thought would be helpful to those students looking into public relations around the world!


Golden Rules:

1. Remember journalists have a demanding and often difficult job to do, so make their work easier.

2. Always return calls.

3. Be accurate, clear and concise.

4. Brief the press when any major event occurs within your company.

5. Listen to journalists and make your best efforts to comply with their requests.

6. Check announcements for clarity and cultural nuances; make sure to take different time zones into account.

7. Make management accessible.

8. Get to know the foreign press clubs.

9. Build personal relationships with foreign editors and correspondents.


Deadly Sins:

1. Unresponsiveness.

2. Trade jargon and slang.

3. Treating foreign journalists with disdain.

4. Treating foreign journalists as secondary citizens.

5. Assuming foreign journalists are hostile.

6. Bluffing, snowing, spinning.

www.prsa.org
www.businessfordiplomaticaction.org/files/fmrg_proof_20061108.pdf
http://indiapr.blogspot.com/2006/05/media-relations-content-or.html
www.gittinsgranado.com/communityrelations.html

Please comment your thoughts!!