Effective Media Relations: Strategy and Outreach

Effective Media Relations Guidelines

• Identify which journalists are most relevant for which story.
• Read their articles or posts; it takes time, but it pays off.
• Distribute relevant information to the right people.
• Make the media your ally.
• Make journalists’ jobs easier by saving them time and effort. Always be available to provide them with the information they need, in the format they require.
• The media needs news, information, and fillers on a regular basis.
• The media is not interested in what you want. They are only interested in what their readers, listeners, or viewers want.
• Information must be aimed, adapted, and presented in a way that meets their needs and requirements, in their format.
• Establish person-to-person contact.
• Develop a personal relationship with journalists; take them for lunch or coffee.
• It is essential to maintain cordial and trusting relationships.
• Avoid trying to buy a journalist’s professional judgment with any kind of incentive.
• Create a media list.
• To obtain the appropriate contact information for any media professional, start by visiting their main website and searching for a general contact.

Selecting Media Outlets

Reaching Target Audiences

Selecting the right media is a crucial step to reach intended audiences. Several organizations measure media audiences and provide demographic information:

• Nielsen/NetRatings: Measures internet and digital media audiences.
• EGM: Measures all types of media audiences.
• Sofres/Kantar Media: Measures TV audiences.
• OJD: Measures the circulation of print and digital media.

Creating Media Interest

• Organize interviews with journalists.
• Publicize the results of research that has been undertaken by the organization. Write a concise executive summary that is interesting and easy to understand.
• Position people in your organization as industry experts and try to get them quoted in newspaper articles or on TV or radio. Media outlets are always looking for people to offer expert opinions, so let them know who your people are.
• Writing press releases: Press releases are written in the style of news coverage, presenting the story you would like to see written before or after your event has taken place.