How to succeed in media relations? Five tips
Earned media coverage is always more convincing than paid advertising. When media relations are handled correctly, they benefit both the company looking to raise its profile and the news-hungry media, as well as the media’s target audience. But how do you do it right? We’ve compiled five tips for successful PR work.
Define your goal
Visibility for the sake of visibility is a weak starting point. When a company sets out to build media relationships, the first step is to clarify what it aims to achieve. The goal of PR work supports business objectives and can include, for example, increasing awareness in a new market, improving brand image, establishing thought leadership, or even attracting the interest of venture capitalists. The objective guides practical actions, such as developing perspectives and targeting messages.
Plan
Many companies try to build a profile in the earned media, but they make themselves heard only sporadically and inconsistently. Building media relations is a long-term effort that requires planning and commitment. This involves, among other things, identifying spokespersons and providing training if necessary, mapping the relevant media landscape, familiarising yourself with industry topics, conducting a current state analysis, and benchmarking.
Stay on track
Even a good plan won’t get you very far if, after putting it together, you just sit around waiting for something exciting to happen. Sometimes companies have plenty to report, but there are also quieter periods. During these times, you shouldn’t let yourself fade into obscurity. You can use opinion pieces to highlight your perspectives on industry-related topics, arrange background briefings with journalists, and engage in active discussion on social media.
Keep the media’s needs in mind
A company doing PR work has its own goals, but it’s also important to keep the media’s needs in mind. There’s no point in bothering a journalist with a topic that has no news value. An even worse idea is to push pure marketing content on the editorial staff. In proactive media relations, it’s important to know what you’re offering and to whom. A well-prepared angle and targeting your outreach to a reporter known to cover the relevant topic or industry are a good start. It’s worth offering high-quality images even before the reporter asks for them.
Be flexible
A solid plan can take you far, but unexpected things happen in the world. Major events can dominate the media landscape, making it wise to reconsider your timing. A corporate acquisition might fall through, or a product launch could be delayed. Of course, a surprise twist can also be positive – such as a major award that you’ll want to announce quickly. It’s a good idea to stick to your plan and update it if changes in the company’s operating environment require it.
Want to learn more about this topic? Get in touch!