Top tips for strong media relations
Sharing your story through an article or news segment can be an effective way to connect with your potential audience, as well as a cost-effective marketing channel. It’s key to your media relations strategy to cultivate strong working relationships with journalists - but what is the best way to do this?
With national news correspondents routinely opening an inbox with 300 unread emails each morning, how can you ensure that your story cuts through and receives coverage?
Here’s some top tips for ensuring that you are able to work in partnership with journalists
The basics
Don’t send your press release as a PDF - make sure it’s in the body of the email so you’re not making the details of your story more difficult to reach
Make sure you have a decent angle to your story - simply selling the products or the company is not newsworthy. What’s unique? What do readers need to know? Serve the readers, and not yourself.
Make sure that all links are working, and high quality, strong accompanying images are easily accessible with immediate effect
Be concise, don’t overwrite - do not use 200 words if 50 will do. A short well written press release with a good angle is more likely to receive coverage than a waffly puff piece.
Check your spelling, punctuation and grammar in any communications
Don’t make unsolicited phone calls to any news desks - journalists are busy people and writing is their job. Unscheduled phone calls from PR people only serve to irritate them and get them off side.
Don’t use corporate speak, buzzwords or over-the-top adjectives - be clear, and be accurate.
Do your research
What trends are there in the wider news arena? Your company can play a supporting part in a larger news story if you have something relevant to say, promote or offer off the back of a bigger story
What type of journalist will cover the type of story you are selling? Do you need someone with a profile on government stories? Economic stories? Retail and spending stories? See what kind of stories journalists are most widely known for, and cultivate the relationships with these specialists. Search for those journalists who are publishing about your sector or industry.
Make your contact to the journalist more personal. Customise your pitch by talking about previous stories that inspired your story idea. Talk about why this story will resonate with their audience. Ensure you’re talking to the right person. Keep your contacts database up to date.
If you’re looking for a really helpful guide to what journalists are looking for, Hamish Thompson provides a brilliant round up of tips from regional, national and international journalists. Listing their pet hates, as well as what they really need, this is a lengthy - but worthwhile and often hilarious - read. Download it below.
If you’d like to continue the conversation about media relations and cultivating a better relationship with the media, please get in touch. You can email me on lauren@talktoroscoe.com or by filling out the Contact Us form on the website.
