You’re new to Strategic Communications. What are the most important things to know about media relations?

Knowing the company and understanding their audience their reach will help you to craft your story in a better and a strategic way and helps you to get it viral.

Take a knowledge session from the existing team and seniors to know the state of relationships of the brand/ company with key media publications and journalists. Also understand what kind of stories they take interest in. This will help ensure you navigate relationships smartly, operate with sensitivity of needed and successfully pitch the right stories to the right journalist.

Start by understanding that reporters have a job to do. Their job is to write a compelling story for their audience. Do your homework to ensure you understand their personal style and coverage area, as well as the audience of media outlet. Then dig into how the story you want to tell fits into the job the reporter needs to do. And just like you do with co-workers and your manager, take the time to learn how the reporter likes to communicate and receive information. If you're able to present your pitch in a way that helps the reporter do their job while staying true to the job you need to do -- tell a story on behalf of your company/client that's tailored to the specific reporter -- you'll be set up for success.

For someone new to strategic communications, understanding media relations is essential as it plays a crucial role in shaping public perception, building brand reputation, and disseminating key messages.Familiarize yourself with the different types of media outlets, including traditional (print, broadcast) and digital (online, social media) platforms. Understand their audiences, editorial policies, and preferred formats for content.Cultivate strong relationships with journalists, editors, and reporters who cover topics relevant to your organization or industry. Invest time in networking, personalized outreach, and providing valuable insights or story ideas.

Media relations are not unlike other relationships in your life. The best way to build and keep them them is to 1) earn trust, 2) nurture them, 3) sustain them. 1) Journalists want to know that when you bring them a pitch, you're not here to waste their time, that you've done your homework to make their jobs as easy as possible. 2) You cannot go a year without engaging with a reporter then hit them up with a pitch because your "client really needs to get featured." It doesn't work like that. Work on the relationship, engage w/ the reporter throughout the year and see what they're working on, what content they're interested in (see point #1. If you've built enough trust with the reporter, they'll give you the time of day). 3) keep doing #2.

The best way to craft a high level pitch and prove your value to a particular journalist is to do your homework. It means studying the journalist’s work, reading their texts, discovering their interests and preferences (many editors write about how to pitch them in socials). Once you’re fully familiar with what they cover, you can focus on your story. Two key tips: 1. Always report the numbers. A pitch without numbers can be seen as ‘weak’. Whether it’s news, an op-ed or a comment, it’s important to provide research / analytics / survey data, etc. 2. In addition, highlight personal stories. Always disclose your idea through a person. Your pitch must include something that can only be told by your speaker.

The value you can offer media usually comes in one (or more) of three forms: proprietary data, compelling stories (whether, innovation, customer success or just human interest) and an executive or expert with a unique perspective. Without one of these, proving you can add value to a journalist is an uphill battle.

What's the unique and differentiated insight, product or story that only your company can tell? Answering that question can help you know the value of your story and set your pitch apart from the many generic media pitches that reporters receive daily. The formula for a winning pitch varies, but is generally grounded in having a context (what's the thing happening in the world that your pitch is relevant to) that's paired with your point of differentiation (new product, unique insight or data point, etc).

Relationships matter. Instead of approaching an interaction with a reporter as transactional -- you pitch, they receive -- approach it as you would build any other professional relationship. Spend time doing your homework and then listen to what the reporter has to say. Some of the strongest media relationships are built when the reporter needs something and you're there to answer, so remember relationships are a two way street.

In my experience, it is important toBe aware of different cultural norms and values when communicating with international media. This not only shows respect but also helps in effectively conveying your message across diverse audiences.

Relationships with the media, meaning journalists and editors, are exactly that - relationships. They need to be built and nurtured, requiring persistence and adding value to the relationship. It's important to be aware that journalists receive an overwhelming number of emails and story pitches every day. Therefore, think about how you can stand out, how you can contribute something positive to the relationship with the journalist/editor, and what interests them. Be transparent and honest, respond promptly, and, very importantly, never deceive or lie.

Media is the fourth estate of our democracy and we must respect its integrity and freedom to form, write and publish its own narrative. As mature and ethical corporate communication professionals it is our duty to provide accurate and timely information whenever possible on valid media queries which significantly helps in building trust in the ecosystem and enhances corporate reputation.

By using newsjacking, you can both secure coverage and build relationships with journalists. In addition to reacting to breaking news, you might predict trends. Regardless of the situation, your goal is to become a reliable source for the media and provide them with valuable information. In our work with travel tech startup Voyagu, we noticed that several destinations were implementing new tourist taxes. We asked the company's founder for his insights, and pitched them to various travel journalists. This led to an article on CNBC and more than fifty reprints in international media, raising awareness about Voyagu and positioning its founder as an expert.

Mastering the toolbox is key to impactful media relations. From crafting compelling press releases and media kits to harnessing the power of podcasts and videos, understanding the diverse landscape of media tools is crucial. Each format excels in different contexts: press releases for immediate news, media kits for background information, op-eds for thought leadership, podcasts for engaging storytelling, and videos for visual impact. Mastering their nuances – writing styles, design principles, distribution channels – is essential. But it's not just about creation; measuring the effectiveness of your tools is vital. Track website traffic, social media mentions, and media coverage to gauge success and refine your strategy.

While you have a range of tools available, don't feel obligated to utilize them all simultaneously. Instead, adopt a strategic approach and focus on mastering 1-3 tools that align with your expertise and interests. Ensure you utilize these tools strategically to share newsworthy content with the media, as inconsistent engagement may convey a lack of value.

Media relations is not about spinning a story at the cost of your or your company's integrity. Media relations is a craft about building relationships authentically with reporters who care about the industry you're in and represent. Build trust with them by asking what they're writing about, find out how you can provide a differentiated point of view based on facts and true information from your brand. Everything else will fall into place if you play from a center of ethics and care.

It is very essential for PR practitioner to know how exactly media functions before embarking on media relations. Once that is built, it is all about trust from both sides which actually helps mitigating all kinds of situations. All we have to do is provide reliable,credible and authentic information to the media and at the same time ensure that the interests of our various stakeholders are well taken care of, without causing them any harm or putting their reputation at stake.

Here long-termism is the name of the game. The handling of media relations essentially pivots around building deep inter-personal lasting bridges with journalists across platforms. Which in turn are contingent on trust, reciprocity and mutuality. More than half-the -game is won in the case practitioners could sense-make of the newsroom dynamics and other newsroom routines

A PR pro without integrity and credibility is like a firefighter without water. Integrity forms the foundation of trust between the PR practitioner, their clients, and the public. Credibility is earned through consistent honesty, reliability, and ethical behavior. These necessary traits enable PR practitioners to convey messages that are believable and persuasive, facilitating effective communication with the media and the public. Without integrity and credibility, a PR professional's messages may fall on deaf ears, or worse -- result in a cynical response. This leaves the PR pro lacking the ability to inform, influence opinions or shape perceptions and ultimately unable to represent a brand, client or organization.

The why now and relevancy of a pitch or any reporter conversation is knowing the trends and how this makes your business or products relevant. Get smart on the industry you’re in and know what’s going to create the tension in the story.

In my experience, stay abreast of what's going on. We know that the media landscape is constantly evolving. Stay informed about new media platforms, changes in journalistic practices, and emerging ethical considerations.

Monitor media coverage regularly to track mentions of your organization, industry trends, and competitor activity. Use media monitoring tools to stay informed about news developments, sentiment, and emerging issues.Evaluate the impact of media relations efforts by tracking key metrics such as media mentions, reach, sentiment, and share of voice. Use media monitoring tools and analytics to assess the effectiveness of media relations strategies and adjust as needed.

Building Relationships: Cultivate strong relationships with journalists, editors, and influencers to enhance your organization's media presence. Clear Messaging: Craft concise and compelling messages that resonate with your target audience, ensuring key points are easily understood and memorable. Timeliness: Respond promptly to media inquiries and stay proactive by pitching timely and relevant stories to capture journalists' attention. Honesty and Transparency: Establish trust by being honest, transparent, and addressing issues openly, even in challenging situations. Media Training: Equip spokespersons with media training to handle interviews effectively, staying on message and adapting to various interview styles.

Many PR pros don't like or are afraid to send follow ups to journalists. They say: "I don't want to bother them," "I'm afraid to cause a negative reaction," "A journalist would answer a story if it’d be appropriate." However, the truth is the opposite. For me, a follow up is an opportunity! Here are some of my rules: 1. Your follow up is just a reminder. Nothing else. 2. Following up often creates warm contact and increases your name’s familiarity with a journalist. This means your expert can get a place on the journalist’s list of experts to ask for a comment when needed. 3. Be creative. For example, add memes. It always makes the recipient smile and associates your name with positive emotions.

Respect for journalists' time is non-negotiable. Tailor your pitches, ensuring they are concise, relevant, and align with the interests of the media outlet. Appreciating the journalist's workload while providing succinct, compelling information can elevate your communications from a mere exchange to a mutually beneficial dialogue. Moreover, consider media relations as an ongoing dialogue rather than sporadic interactions. Consistent engagement, beyond pitching stories, builds a rapport that extends beyond immediate needs. Sharing insights, industry knowledge, or even non-promotional content can strengthen your relationships.

If kept in mind, this helps - it's vital to adhere to ethical principles: ensure transparency and accuracy in information sharing, respect both privacy and journalistic independence, and engage with media outlets fairly and responsibly. As a leader, set a positive example by acknowledging mistakes, responding promptly to media inquiries, and staying informed about evolving media landscapes. Upholding these standards not only maintains your credibility but also enhances your organization's reputation.