Media Relations
There are numerous definitions of “Media Relations.” The simplest is this: Media relations are those activities that involve working directly with persons responsible for the editorial (news and features), public service and sponsored programming products of mass media.*
While the definition has remained constant over time, because of the rise of search engines’ influencing journalists and consumers alike, we view Media Relations (cultivating journalist/blogger relationships) and Public Relations (engaging with customers/influencers) interchangeably. The processes and context have changed somewhat due to the rise of social media channels.
Media Relations & Public Relations Success Factors
The convergence of traditional media relations and online publicity requires a unique skill that incorporates good storytelling with search engine optimization (SEO) proficiency and social media savvy. It’s rare to find an agency or consultancy that is experienced in all three.
As seasoned communicators, we bring all of these skills to bear.
1. Media Relations
We know how to approach print journalists on deadline and how to pitch a reporter. We target our press releases to the appropriate person and don’t insult them with spam tactics. Our goal is to send stories with interesting angles and arresting images that any magazine or digital outlet would want to carry.
2. Social Media/Public Relations
The first social networks were bulletin boards and list serves. We know we’re dating ourselves by admitting this, but we knew the meaning of the word “social” before most of the “social media experts” were born!
We know that social media is about engagement, not the numbers. We’re familiar with the analytical and monitoring tools that help increase efficiencies and lower costs for your social media marketing. It can be overwhelming to the novice, but we know how to cut through the noise because of our tried and true experience over the years.
3. Client Relationships
With every media relations campaign, whether it’s engaging in reputation management or promoting a new product line, we set clear targets, expectations and benchmarks. We establish a clear approval process for disseminating information to the public and other stakeholders. We do draw the line at following client directives blindly. If we think an approach will waste your money or have the potential to blow back in your face, we’ll voice our opinion.
We view ourselves as trusted partners in your organization’s communications. And we’ll be there when a difficult situation needs to be addressed.
4. Planning
Planning is crucial to any media or public relations campaign. We don’t churn out news releases without a strategy. Media relations can no longer operate in a vacuum. It’s critical to the success of your campaign to coordinate all media, such as advertising, social channels and press publicity, prior to every public relations campaign.
Finally, we stay current on breaking news, technology and search strategies by reading dozens of newspapers, blogs and magazines regularly so that you don’t have to.
Ready to get started on a media relations campaign? Just give us a call or fill out our form today!
* Source: Lee Odden, CEO, Top Rank, MediaRelationsBlog
