From the course: Public Relations Mistakes to Avoid

Misunderstanding media relations

From the course: Public Relations Mistakes to Avoid

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Misunderstanding media relations

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- What would happen if you saved up and bought a brand new fancy car but couldn't afford the expensive gas to put in it? You wouldn't be able to go very far. Maybe a couple hundred miles, but then what? Let me explain. One mistake I constantly see is the lack of understanding on what it takes to get media coverage. I often hear from companies, I just need a press release because the New York Times will pick it up and feature our company. A lot of people think that just writing a press release and putting it on their website, or even a news wire, will prompt the New York Times to proactively write a feature story. Like a brand new car with no gas, the press release will only take you so far in terms of reach. You'll get what's called syndication, which is the re-posting of your press release on different media sites. And there's nothing wrong with that. But that's different than a feature story. So what's the gas that keeps the brand new car propelling forward to get you feature stories? That's called media relations. Media relations is the act of relating to the media. It is personally pitching your story to the right reporter, at the right outlet, in a customized and timely manner. Here are a few ways you can conduct media relations. Email a pitch. Crafting a tailored pitch about your news is the tried and true way of getting in touch with the press. Engage on Twitter. If you can be short and sweet, consider tweeting at the reporter to build a rapport, and then slide into their DMs with your pitch. Some reporters like this, some do not. Pro tip, they often note in their Twitter bio what they prefer, so pay attention. Pick up the phone. In this remote work environment, it's not as common anymore. However, if they put their phone number on a public forum, like Twitter, or the publication website, they're open to calls, so give it a shot but keep it short. Message them on Telegram. This is a newer and more secure way of communicating with the press, but I find more and more that reporters are getting on board with unmonitored communications. Oftentimes, you'll find their Telegram number on their Twitter bio. In terms of using the press release with your pitch, there are a lot of different strategies. I personally like to pitch the reporter first, And then if more information is needed follow up with the press release. My mantra is this, "Press releases lay the record, "media relations tells the story." Here's the bottom line, You'll rarely get a feature article from a press release. Nor will you get blanketed national media syndication from a pitch. Sometimes it's the blend of the two to get the best mileage. See what I did there?

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