Articles
Effective media relations
by Claudia Pritchitt
For many organisations, ‘media relations’ is synonymous with ‘media releases’. They feel that sending out the occasional media release when they have an announcement to make is all that’s required to fulfil their media relations requirements.
However, there is much more to media relations that this. In summary, the aim is to communicate through the media with the poeple such as your customers, that you wish to reach.
There are many aspects to consider, including:
Know the journalists
It’s important to know the journalists that are read by your target audience. Who is writing on what? When is their deadline? How much do they already know about the industry or your company? Do they supoprt or distrust the industry or have a personal relationship with a competitor? This knowledge can greatly improve the likelihood of you being seen as a useful source of information.
Know the publications
Familiarity with the publications themselves is just as important as knowing the people who write for them. For example, what is the format of the publication? How often does it come out? Is it mainly focussed on news stories, or in-depth features and profiles? What stories have recently been covered? What was the angle?
Features and supplements
Most publications develop a list in advance of the special feature or reports that will be published throughout the year. These lists aren’t always set in stone, but can be useful opportunities for organisations with views on a subject.
Keep abreast of issues and opportunities
If you want journalists to see you as informative and knowledgeable, then it’s important that you’re aware of what is going on in your industry, not just in your company. Keeping up to date on issues can also give you ideas for topical story angles.
Consider information distribution
It’s a good idea to know how the journalists you want to deal with prefer to receive information. Is an email, fax or post better? If email, can journalists receive attachments? How big is the file you are sending them – is having a logo on the release for your benefit or for theirs? Are you personalising it or is it clearly a ‘mass-mailing’?
Understanding these aspects, and being influenced by them, will help get across company knowledge, and encourage use of its people as well-informed sources.
