Source after source remind us that PR is inextricably linked to relationships, and the benefits (nay, the necessities) of strong relationships with the media cannot be understated.
I found a few great tips for strengthening ties with the media:
Be Relevant…
Nothing seems to irk a media professional more than receiving an endless stream of irrelevant press releases. Target your blasts to media interested in your topic, and do not waste time trying to convince them it’s newsworthy. If it is, they’ll know it…and they’ll want it!
Do your homework and find the right contacts. Know what they do and how you can help each other. This move alone could lay the foundation for a great working relationship in the future.
This site gives good advice for both PR and media to help them build more substantial, enduring relationships: http://www.techmarcom.com/rift.html.
Be Truthful…
PR is synonymous with spin. To have credibility with the media you must tell the truth; misleading them for a story might get you ink once, but it will tarnish any hopes for a lasting connection. Let the story speak for itself. Promising more than you can deliver is a sure way to lose media respect…and interest in your client/product/company for that matter.
Visit http://www.hyperorg.com/blogger/mtarchive/004240.html.
Be a Resource…
Giving the media good sources, leads and story ideas can make you an invaluable resource. If you prove yourself a reliable PR pro who is always in the know, you’ll become their greatest asset.
*See above link again
Be Informed…
Know what’s going on in the world, and in your industry…this knowledge could help you pitch your client more effectively and get you better ink. Also, knowing what’s important to the media helps you approach them with their interests in mind.
Having the most current contact information for the media you target is crucial. Turnover at newspapers and magazines can be high, and keeping up-to-date with staff changes and reassignments can help you maintain an edge over the competition, save you time and let the media know you’re interested in them and what they do.
*Same site again!
Be Proactive…
Establishing relationships before you need them is vital. Going straight to the media and showing interest in what they do, no strings attached, can put you on the radar in a really good way.
Check out http://www.tmt-themediatrainers.com/gallery/articles/relationships.shtml.
Be Concise…
Write for your media. Most media prefer spare copy…save the fluff…pack the facts!
Thanks for reading!
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2 comments:
Hey Kara... Your post is great! You found some great tips that I didn't find in my research... good job!
Kara, you've rounded up some very good points. In particular, I agree with your notes about establishing relationships "before you need them." Showing interest in what the media does with no strings attached is a great tip. Keep up the good work.
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