Effective Media Relations Strategies and Tools for Public Engagement
Learn how to enhance your organization's media relations efforts through building relationships, utilizing key tools like press releases and media lists, and understanding what makes a story relevant. Enhance communication with the media by crafting targeted pitches and press releases, and stay up-to-date with industry news to create a robust media list.
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Presentation Transcript
What is media relations? Media relations is building relationships with contacts at media outlets, informing the public about your company or organization.
What are the tools of media relations? Communications plan Media list Editorial calendar Fact sheet Media kit Press releases Pitches
Creating a Media List To truly do your job, you need to be immersed in the industry news and know whom you re targeting. Identify the story Sharpen your focus Create your outlet list Fill in the gaps Find your reporter Use social media Call Monitor Source: Ragan s PR Daily - http://www.prdaily.com/Main/Articles/How_to_build_a_robust_media_listfor_free_12053.aspx
Communicating to the Media Be succinct in presenting information Familiarize yourself with the outlet/journalist you are pitching. Which reporter usually covers topics related to your pitch? Identify the best contact Don t send a press release to everyone in the newsroom. Identify the news assignment desk email or specific journalist. Bloggers are valid members of the media. Keep deadlines in mind. Magazines have longer lead times (sometimes 4-6 months in advance!). Newspaper feature stories want information 2-4 weeks in advance. If a newspaper is printed on Friday, Wednesday is typically crunch time. So, this is not the best day to reach out with a new story idea. Additional ways to get the story out: Letter to the Editor, Community Calendar, Guest articles, submit photos.
Press Releases The Basics Five Tips: On Writing A Press Release 1. Be sure to cover the basics in the first paragraph: who, what, where, when, why and how. 2. Make sure you include a date and contact information for follow up. 3. Use the third-person tense (for example, he, she, and they, rather that I or we). 4. Stick to the facts and, if you want to share an opinion, put it in quotes and attribute the statement. 5. Proofread the release carefully!
What makes a story relevant? Timeliness Speak to the target audience Significance what is the effect on the reader? How will it benefit them? Prominence/Names- well known people can gain more coverage Unusualness/oddity uncommon event or situation Human Interest personal side of a story
Helpful Tools and Advice Free lead services Cision, Vocus, PR Newswire, HARO, TravelNews Link Maximize partnerships with media and other organizations Participate in the conversation Be and think like a journalist Submit news to Ponte Vedra Recorder: https://www.beachesleader.com/news-release
Measuring Media Relations Results Use Google alerts to track placements www.google.com/alerts Search for additional placements Measure: number of placements, impressions
