As PR professionals, our Media Relationships are undoubtedly significant. However, achieving these valuable relationships can at times feel overwhelming. Creating genuine connections requires a lot of effort, but the rewards are immense. If you aspire to be recognized as an expert in your field, having strong relationships to leverage for your clients is vital. Ultimately, nurturing these Media Relationships can lead to impressive results in your PR endeavors.
For the experienced professionals, think of this as a quick refresher—a gentle reminder that there’s always room to strengthen your connections. And for newcomers, I want to emphasize that I manage my own PR firm and started with zero contacts. If I can do it, so can you!
Why Media Relationships Matter in PR
In Public Relations (PR), building and maintaining media relationships is vital. Journalists and reporters rely on PR professionals to provide them with accurate, timely, and relevant information. Strong media relationships ensure that your press releases, pitches, and story ideas are taken seriously.
In this article, I’ll outline a few key strategies and tips to help you cultivate authentic Media Relationships. Whether you’re a seasoned PR pro or just starting out, these insights are valuable.
Start Focusing on Media Relationships Before Pitching
My first tip is straightforward: build relationships before you send your formal pitch. Relationships take time to develop, especially when you intend to share your ideas with them. Imagine you have a good friend who is hesitant to introduce you to someone they think you’d like. They might hesitate because they want to ensure the connection is worthwhile first.
As a PR professional, it’s essential to engage with the media long before you wish to be featured in their stories. Take the time to interact with their social media posts, read their articles and understand their preferences. Retweet or respond to their posts thoughtfully, but don’t overdo it. Make sure your contributions are meaningful. This approach goes beyond Twitter. If they maintain a blog, follow it and leave genuine comments. Doing so will not only help them recognize your name but also show your interest in their work.
Also, aim to create real connections, not just self-promote. Invite journalists for coffee or virtual chats. You could even send gift cards to make it easier to connect. Building these relationships is key to your success in PR.
Do Your Research!
Journalists get frustrated by pitches that don’t connect with their work. This can even get you blocked!
Before reaching out, take time to research the journalists, the stories they cover, and their audience. Ask yourself if your pitch would really interest them. If not, it’s best to not share it with them. Reading their articles will give you insight into their style and audience.
Remember: Journalists Are People
Many PR professionals view journalists as mere conduits for promoting their clients, but that’s not the case. Sending a press release isn’t the same as buying an ad. Journalists are busy individuals, and your pitches must stand out amid a deluge of others they receive daily.
Avoid following up too quickly, as this can come off as pushy. Just like PR professionals, journalists have busy lives outside of work. They need time to think about your story ideas and often have to get approval from their editors. Remember, if you pitch on a Friday, don’t expect a response by Wednesday. That’s not realistic.
Show Appreciation to Build Genuine Media Relationships
After landing a feature, make sure to say a proper thank you. Achieving your goal doesn’t mean the relationship is over. Keep engaging even after the feature has been released. Don’t let your media relationships dwindle or appear one-sided. Make an effort to reconnect and maintain the dialogue.
Conclusion:
Building media relationships is vital for all PR professionals, whether you’re a beginner or seasoned. These strategies will set you on the path to forging authentic and lasting connections with media professionals today.
Remember, the more you nurture these relationships, the more likely your brand will succeed in gaining media attention and positive coverage in the future.