Building a strong and successful relationships with media outlets can be challenging. Your goal is to convert your message into appealing news stories to get media coverage and start a positive interaction with your target audience.
A well-executed news feature can uplift a brand position, strengthen its identity and positively impact sales.
What kind of information are you trying to share Are you launching a new product or service? Do you want to engage with the community? Setting smart goals is the first step to constructing an effective media relations strategy. Here are some basic steps to enhance your public visibility via media relations:
1. Do your research
Who is your target audience? What are the media outlets saying about your industry? Our recommendation is that before you reach out to the media, take some time to get to know your audience, learn what media outlets they prefer, and determine which ones are the best fit for your business. Once you know where you want to be published, research who you should contact to start your campaign.
2. Provide relevant information
Is your information newsworthy? Is your timing adequate? Create an appealing story for each news outlet, keep in mind the tone of the publication, align your message to their editorial stream.
3. Know how to reach out
You have your information ready, but how do you get it out there? Create a tailored pitch for each news outlet to make sure your information doesn’t get lost in their inbox or voicemail.
A great way to capture a journalist’s attention is by sending emails with a clear subject, succinct information, a short explanation of your story’s relevance and a brief introduction of your business. Closing your email with a request for a meeting to explain of your pitch could help you get your story published.
Each journalist covers their own collection of topics, so invest some time in researching their previous articles. Be aware of how they prefer to receive press releases and consider their deadlines. Most importantly, treat your message to them as the beginning of a prolific relationship.
4. Be prepared & available
Questions are inevitable. Now that you got the attention you were craving be ready and available to answer to any media inquiry, your article could be canned because you missed a phone call or didn’t reply to an email.
Always think one step ahead: Organize your team and create strategies to provide clear, precise, and accessible information, your goal is to provide all the information they need to write an amazing story. A custom-made Media Kit may come in handy as a strategy to fulfill their requests.
5. Be trustworthy & proactive
Honesty is the key to building a strong relationship with the media. Become a reliable source, stay up to date on all relevant conversations regarding your industry, and look for key concepts related to your business such as products, competitors, news articles and general opinion. Your main goal is to become their go-to contact when they need information about your industry.
6. Follow up
Congratulations, you're in the media! What’s next? If you don’t want this to be one-time coverage, take the time to kindly appreciate the journalist’s work. Let the reporter know that you’ve read the story and enjoyed working with them.
7. Ask for feedback
Let’s be honest, not all pitches work out and that’s okay. It is important to keep an open mind and stay positive when a media outlet turns down your pitch. We recommend you ask politely if they would be open to future pitches. This way you can find out what kind of information they like to receive. This will be very helpful for you and give you a better grasp on what kind of stories would make a perfect fit to their editorial style.
A well-developed media strategy can help you jumpstart a mutually beneficial relationship with the media and position your brand among your audience. Are you ready to hit the spotlight?