Strengthening your media relations

Communicators/PR professionals rely heavily on journalists to tell the story of their brand. And journalists rely on PR professionals to connect the dots and pinpoint sources who can flesh out a story or add colourful quotes.
 
While both professions need each other there is often a natural antagonism between the two groups, as each struggle to control the narrative and tell stories in their own way. 
 
But these relationships shouldn’t be unpleasant. Here’s how to build trust and mutually beneficial relations!
 
1️⃣ Understand both industries
A critical first step to fostering better relationships is to really understand the other party’s goals.
 
Many professionals in these two industries realize and harness the fact that they can have a mutually beneficial relationship and, in many ways, rely upon one another. This gives both parties access to information and people that can inform and shape the work they put out into the world. 
 
2️⃣ Develop connections through better pitches and outreach
Pitching to journalists is an important skill that PR professionals need to have to grab the attention of journalists and sell a story.
 
The biggest mistake PR professionals make is pitching a story without really understanding what the journalist covers or knowing their deadlines.  Getting this detail right makes all the difference.
 
Another way to build a connection is to simply reach out. Thank a journalist if they’ve written a good story that relates to what you do. From that, you can build in a potential pitch. But do be genuine about the message.
 
Another option is to reach out to new reporters on a beat to just introduce yourself. Tell them you are interested in helping them learn more about your organisation or industry.
 
3️⃣ Maintain those relationships
Maintaining the relationships between PR and the media industry requires trust. Both parties have their own perspectives and goals, and developing an understanding of how we can help each other achieve them, and maintaining a level of respect, empathy and fairness, can lead to a positive and fulfilling long-term relationship, with countless stories told and many happy clients.
 
Building trust doesn’t mean having to force social situations or endless coffees. What works is to become a respected and reliable source of information about your company or sector. And that a journalist knows that if they call you, you’re going to call them back.
 
For more tips on how to build your #MediaRelations or #MediaEngagement get in touch.
 
📷 brotiN biswaS at Pexels
 
For more details click here.