Media Relations
How to Provide Effective Media Relations
Written by Joe Saylor
Effective media relations is part art and part science. The "art" is in knowing how to creatively engage members of the press who are increasingly bombarded with information. The "science" is in identifying the key influencers in a particular industry and then targeting those groups or individuals through various outlets. Here are five tips on making the most of media relations.
- Target. It is tempting to think that the larger the distribution list for your news, the more coverage you will earn. Unfortunately, that is usually not the case. To ensure the best result, make sure an editor covers your topic before sending information.
- Research. How do you know if a specific reporter covers your topic? Keep track of his or her work, and regularly read publications and blogs that focus on your given topic or industry. At Nereus, we read extensively about our clients' industries and also use specialized tools to ensure we reach out to the right people.
- Make it personal. Editors know an e-mail blast when they see one. A personalized e-mail will always get better results than a generic blast. Most editors don't mind a call regarding a topic they cover, and this also gives you an opportunity to build a relationship.
- Seize the moment. Once you get a key influencer's ear, it's important to make the most of the opportunity. A spokesperson that is well prepared, knowledgeable and passionate will add value to the reporter's story and enhance credibility.
- Follow up. Follow up can be an overlooked element of media relations. It gives the editor a chance to ask for more information, interesting visuals or clarification. In addition, it gives you a final opportunity to influence coverage while strengthening your editorial relationships.
If you have any questions about best practices in media relations, contact us any time.
Contact Nereus for media relations support.