How To: Media Relation Strategies

Professional relationships are a crucial part of any successful businesses. For PR professionals the most important relationship is that with the media. Strong relationships with the media help to insure frequent press and ink for clients. In this case, the cliche, "It's not what you know its who you know," is quite true. So, I have composed the following suggestions for developing media relationships.

The first step to developing media contacts is learning the who’s who. Begin by reading everything: newspapers, magazines, blogs. By familiarizing yourself with journalists and reporters you now have the necessary background information to approach them. Find out what is specific to individual reporters and be relevent. Know their beat. Provide them with pieces that only relate to their area of expertise and find out ways you can help each other. Provide an interesting piece on a slow news day or give a business reporter a lead on a company you know your friend is starting.

Once you have done your research and you know who's who, start networking. Establishing relationships before you need them is vital. It will be a lot easier to work with a reporter you have a history with than asking a stranger to do you a favor later on. Go to events in your area for journalists and other professionals in PR. There are several organizations that cater to this industry and all you have to do is sign up.

Check out the Public Relations Society of America for more ideas, local meetings, and even job opportunities.
http://www.prsa.org/

Once establishing contacts with the media it is important to maintain them. Your relationship with the media counts. How much it counts is up to you. While it is true a good press release speaks for itself, journalists have the pull to give your story a push into becoming news. Good bonding with journalists can save PR accounts in crisis situations.

Once in the door, you have to fight to keep yourself there. It is important to show that you are adaptable and capable of working in the media-PR scene. The abilitiy to produce, write and execute materials for the media is crucial to getting ink. Demonstrating these strenths while upholding journalists standards will prove you as a reliable and reusable source. This process ensures name recognition for you and coverage for you client.

With today’s technological advancements it’s easy for an email or press release to become just another piece of junk mail. Making a phone call or asking for face time is the best way to strengthen a developing relationship. Start by showing you know your stuff. Tell the reporter you are familiar with their work. Compliment their pieces. Flattery goes a long way. Emails get your point across, but won't get you remembered. That human element of communication is still the best way to get your name out there and to be remembered.

There are more strategies available at:

http://www.1888pressrelease.com/articles/tips-to-how-to-build-a-strong-relationship-with-the-media.html

http://indiapr.blogspot.com/2006/05/media-relations-content-or.html