What do you do if you’ve got a hot news tip? What do you do if you’ve got a hot news tip that will shine the media spotlight on you and your expertise?
If you plan to email a reporter or editor, beware: at any given moment, journalists are drowning in email and not likely to read – or respond to – your pitch. If you’re not including who, what, when, where and why in the first few sentences you’ve failed your mission. Journalists want you to get to the point, fast.
Here’s a sample headline, from a recent media release:
‘It’s complicated: instituting a dress code is fraught with difficulties’
This headline detailed the topic in a 700-word Media Release, which highlighted an area of contention in the employer/employee relationship. As a result of this Media Release, our clients were interviewed by major, national media outlets.
Media Relations, which refers to the relationship that we develop with journalists, is important because it helps ensure emails are read and pitches and story ideas translate into interviews.
While Public Relations extends the relationship beyond the media to the general public, Media Relations is laser focused on building positive, collaborative relationships with journalists. The goal for all is to share a great story with a highly credible spokesperson as an interview source. Weave in the right message at the right time and the end result is an engaging, educational story that leaves readers, listeners and viewers better informed.
I read The Globe and Mail every day. Consider this: an interview in The Globe and Mail will net your company positive exposure to millions of Canadians, as it is our country’s most-read newspaper. In fact, 7.1 million readers (print and digital) scan the outlet weekly.
Positive media profiles are still more important than advertising and other forms of marketing as they provide the all-important third-party validation.
Tweet
Positive media profiles are still more important than advertising and other forms of marketing as they provide the all-important third-party validation. If a media outlet is profiling you – then you’ve been stamped ‘credible’. Your brand and image are immediately enhanced. We all know online reviews can be faked and advertising wasn’t created to be transparent, which means a positive media profile is the only way to connect with your target audience in an honest, authentic manner.
To be clear – Media Relations can be conducted proactively on a regular basis and, reactively when crises hit. Crisis communications takes over when an event (or series of events) prevents the normal operation of your company and may also, simultaneously, have serious consequences (reputational, financial, and human).
When considering Media Relations ask yourself: do I want to build, protect or enhance my reputation, or that of my company? Do I have success stories I want to share? When looking to hire a consultant, ask yourself: does this person have strong writing skills, combined with passion, integrity and know-how? Will it be a fun, exciting process? It definitely should be – just ask our clients.
iAMBIC Communications PR Blog 