Media Relations…not Media Mania.
As part of your marketing communications program, you may be working to establish a presence in the market, support your sales team, create brand ambassadors or stake a thought leadership position. Media relations is a critical element of a strategic communications mix that can help increase exposure and establish awareness.
Leveraging mainstream and trade media can help you maximize your marketing impact. But media relations can feel like media mania if you’re not familiar with the landscape. Here are a few tips to get you off to a strong start:
Consider the big picture. When pitching your story to media outlets, be sure you have messaging that will motivate. Incorporate a news hook that will grab attention. Be mindful of current events, and apply a holistic viewpoint when sharing your news.
Understand, too, that a media outlet may be willing to incorporate a portion of your story or perspective as part of a trend piece instead of a focusing solely on your product or service announcement. Not every placement you earn will tell your story from beginning to end.
Know the news cycle. Undoubtedly, you’re excited to tell your story. Every organization is. With so many companies competing for limited air time and column inches, it’s important to pitch your story when you have a real chance to catch attention.
Be sure you understand when television newsroom teams are convening to review the station’s daybook. Understand when your local reporters are on deadline each day. And, if you’re pitching a longer-lead publications like weekly newspapers or monthly magazines, be aware of their submission and production deadlines.
Don’t wear out your welcome. Reporters love news generators and reliable sources, but they have a lot of ground to cover. High-frequency coverage from a limited number of outlets isn’t likely.
If you have several news items pending, think about how you may be able to bundle them for release. Alternatively, you can align your news bites to a publication’s editorial calendar to increase your chances for pick up over a longer timespan.
Invest for success. Earned media placements are big winners, but they represent only a fraction of the coverage you should be working to shore up. An optimized media mix also should include paid, shared and owned elements.
Consider paid placements in your target outlets to ensure timing and message control. Leverage shared media channels to merchandise messaging. And always be sure to leverage owned channels such as your website or blog to spread your message.
Not your bailiwick? Bluebirds Marketing is happy to discuss how we may be able to support your media relations efforts. Let’s connect.
