Media RelationsTips

Media relations is a critical, but often overlooked, aspect of your business growth strategy. Media engagement can bring additional exposure to your endeavours that is impossible to get otherwise. Handled properly, brand promotion through various media streams adds credibility to your business efforts without taxing your marketing budget.

Media relations is a two-way street as the outreach can be initiated by media outlets seeking information or by the business itself seeking exposure.  Free credible exposure is the secret sauce to successful biz publicity campaign but how do you do it? This blog post will cover how a business can attract high value media coverage including how to prepare a media pitch and how to get media attention and concludes with some basic media do’s and don’ts.

Why Pitch the Media?

It is important for any organization to demonstrate their media literacy by ensuring that news stories about them appear in their community or industry media sphere. A lack of communication by organizations to the appropriate media represents a missed opportunity for audience/client development. Media coverage is vital to the success of every organization. It should support your organization's mission and overarching goals and compliment your marketing strategy.

Develop Your Pitch

Any story you pitch about your organization should be unique and inherently interesting,the story of a struggle, perseverance and triumph, an achievement or something that makes a difference. Stories always have to have a human dimension. They are about people and events. When making your pitch, try to appeal to senses and feelings rather than the intellectual elements. Offer fresh angles. Submit little nuggets of news that can generate coverage. Suggest different approaches to a story by getting a high profile person involved or offering an exclusive in-depth interview to a reporter.

What Makes the News?

News must be fresh and this is a critically important criterion. News is about change, trends, developments, events outside the norm, and information that people previously did not know. Any events that is relevant to peopleʼs lives would qualify as news. Editors want their reporters to do stories about events that impact the lives of ordinary people. They want real people as "characters" in stories.

News stories do not have to be one-off events. The media accords different stories deserve different amounts of coverage, both in terms of the space and time allotted to them, and also in terms of the frequency that the story will be covered. An ongoing story can have "legs"—in other words, it is sufficiently interesting or multifaceted that it can be revisited several times a month, as it continues to develop or until it ends. You can always ask an editor how much coverage your story merits and then try to make your releases, emails or phone calls fit that time frame. Much of this is about how you portray your story—what the media calls framing. Think about your pitch in terms of the benefit it has on the community or industry. Frame your issue in a way that shows how and why it matters.

Making The Pitch

Send Out a News Release

A news release is the most common and accepted method of reaching out to the media. As mentioned above, a news release can be about an announcement, a recent award, a milestone, a new partnership or something similar. A well-written release featuring some distinctive, interesting and timely aspect of your business is more likely to result in media exposure than is a simple announcement. Include direct quotes from business executives or spokespeople to humanize the story.

Follow an accepted news release format such as the following:

_______________________________________________________

TITLE

Subtitle

(City), (M, D, Y): Text of news release

About (your business): Brief text about your business and contact information

####

____________________________________________________________

There are a number of new release organizations such as Newswire.ca or PRNewsWire.com. That will distribute your release to media sources all over the world for a fee. However, the most common method of distributing a news release is in the body of an email sent directly to journalists.  Always avoid sending a media release as an attachment as there is no guarantee that it will get opened. Remember that repetition can be the key to getting media exposure success. One message alone might not get the mediaʼs attention.

Who To Pitch?

Before making your pitch get to know the media sources. Follow their articles, columns or programs. It will become clear that certain journalists might have more interest in your story than others. Inform yourself first. Draw the contact information from the masthead of current magazines and newspapers. Call or visit the websites of television, print, online and radio stations to get the names of the proper contacts.

Most importantly, always make sure you are available to make comments in the days after ending your pitch..

How to Get a Journalist's Attention

Make the journalistʼs job of researching and reporting your story as quick and easy as possible. Be creative. Pique the editorʼs interest. Remember, that media folks are often tight on time and have to meet strict deadlines so help them out. Do all of the necessary research. Get the quotes. In fact, as much as possible do the story for them.

Writing to Journalists

In the event you do not want to include a news release in the body of your email, you can send a general pitch by email. There are certain email etiquette guidelines that should be followed when communicating with anyone. The following model allows you to present your information in the most condensed, complete and convincing way.

1st Sentence

• Your main message and story in a nutshell: who you are and what’s the story.

Next 2 or 3  Sentences

• Who, what, where, when, why and how about your story.
• Proof: facts, examples, pictures and figures that support for your story. Make the information clear and easily digestible.

Next 2 or 3 Sentences

• The most powerful benefits for the media outlet: Why is this story important?.
• Whatʼs in it for them and why should they report on your story?

Last Sentence

• Your last word—reinforce your main message.

And Finally, Media Interview Do's and Don'ts

One of the more popular services offered by Inbox Communications is training for media interviews. Giving interview can be nerve wracking but following a few simple rules will greatly improve the outcome. The media is the primary educational force and information dissemination tool in our society. They set the public policy agenda and frame public perception of many issues. Good media sound bites are vital during an interview. Know what you want to say in 1 minute or less by following our guidelines.

Do

1. Know your 3 key messages

If you cannot summarize your news in 1 minute, it is too complicated or lacks focus. Nail down your top 1 to 3 clear, concise messages, and:

• Be creative (But clear) with your messages, so they will pique the publicʼs interest.
• Do your research, and take some time to develop quotable statements.
• Talk in sound bites, keep your answers short and do not over-answer.
• Avoid acronyms, jargon and technical terms.
• Use the organization name, never “we” or “I” unless you are being interviewed as an individual.
• Do not give personal opinions unless asked to do so.
• Avoid responding emotionally and maintain control of the interview.
• Avoid repeating negative language by turning answers to positives.
• Rehearse potential answers and rehearse some more.

2. Speak from the heart

Why are you doing the interview? Why do the issues matter to YOU? By speaking from the heart, the interview will be more compelling. People also tend to be less nervous when they speak genuinely and authentically.

3. Include a call to action

If the interview is before an event you're promoting, encourage listeners/readers to support you and provide clear instructions on how to do that. In other cases encourage people to visit your website to find out more.

Donʼt

1. Stop breathing.

When weʼre nervous, we often stop breathing or breathe in a shallow way. If youʼre nervous at all, take some slow, deep breaths into your belly. This will help calm you and slow you down.

2. Speak too quickly.

Itʼs also very normal to start speak too quickly when we are nervous. Itʼs especially important to slow down your speech if youʼre doing a radio or television interview. Remember to pause, breathe and slow down.

3. Answer a question you feel uncomfortable about.

Itʼs unlikely a journalist will ask you a difficult or negative question. But if they do, you can let them know you donʼt have that information and then refer to one of your 3 key messages.

If you would like more information about media relations or would like to find out how Inbox Communications can help you with an effective media relations strategy please reach out t us.