Media Relation Strategies

Like any relationship, PR professionals must cultivate an on-going exchange with the media, which includes time, energy, investigation and networking. This is absolutely essential in order to maintain strong and reputable relationships. Here are ten tips on how PR practitioners can maintain strong media relations.

1. Time and Energy- Time and energy are crucial within media relations. PR practitioners spend a great deal of time on the phone and checking-in with their media contacts. Press releases must be sent out on time, media must be kept fully updated and press calls must be made during a certain time frame. You are always competing for time, time to get your point across and air time for your client.

2. Investigation- PR professionals must read articles their media contacts are writing or blogging about in order to possibly pitch that story he/she has been working on that would tie in perfectly with their contact’s beat. The media is key to getting the coverage of events you need, and the kind of coverage you want.

3. Networking- Understand the media people you are trying to influence and make sure they understand you. If you have a positive and strong relationship with your media contact, when developing a broadcast piece, a producer can project the story your way and likewise, when developing print coverage, a journalist can spin the piece to your liking.

4. Succinctly Articulate- A fundamental rule when speaking with the media is to succinctly articulate the issues at hand. Be concise and clear, yet prepared to go into details if there is an opportunity. Always get the "who," "what," "where," and "when" out first. While the "why" is important, your first purpose is to get the news crew to the event. Speak seriously about your issue; don’t be boring or too forceful. Be professional.

5. Never lie- Given time or sometimes even immediately your lie will surface, making your good story into a bad one very quickly. You will lose credibility and lose the audience or consumers that once valued your opioin or products. Always be truthful even if you don't know the answer.

6. Get Personal- Remember they are people too, get to know them not only on a working level but a personal level as well. Invite your media contacts to your organization, workshops and events.

7. Interesting People-Find a person in your organization who can attract press attention. Some people are media stars and media savvy. Is there anyone who can provide a human-interest story for your organization? Find someone who has experienced the issue you are addressing and train your spokesperson to present himself/herself in a presentable, positive manner. This will provide credibility to the issue at hand.

8. Interesting Places- Hold an event somewhere that will reveal your message in a positive way. If you are covering the development of an up and coming high-end shopping center, go on site and hold a press conference with visuals displaying what the site will look like when the center is completed. Come up with unique and interesting ways to draw the media into your issue.

9. Interesting Subjects- “Talking heads” at a press conference are boring and ordinary. Find appropriate visuals to help portray what you are trying to communicate. Always keep in mind the photo-opt that will be captured in the paper the next morning or on the evening news. The best visual is the one that requires the fewest words to explain.

10. Maximize Every Opportunity- Find ways to promote your event in advance by creating main points. It is free advertising, and will build interest in what you really want covered. The best media events have plenty of action and creativity. Deliver your message with energy and enthusiasm.

http://tenant.net/Organize/media.html
http://www.pr-squared.com/2006/10/love_affairs_blogger_relations.html