The best PR pros make it look easy to generate ongoing high-profile media coverage. But the truth is, effective media relations campaigns take strategic planning and flawless execution.
Good habits also increase the odds of success. Media relations specialists who are most likely to secure consecutive story placements consistently follow these golden rules:
- Research target media outlets.
Reaching out to journalists without knowing what they cover is a recipe for rejection, or worse. Savvy pitchers understand how important it is to familiarize themselves with the type of content their contacts typically create. Sending a story idea about a subject outside of their beat or areas of coverage wastes everyone’s time and damages your professional reputation, making it less likely they will respond to a future query – even if it is something they would normally cover.
- Triple check everything.
Good journalists get the details right – it’s their job, after all, to report the facts. And, good PR people make their jobs easier. That means making sure they spell everything correctly and use correct grammar, follow Associated Press style guidelines, anticipate and answer essential questions, provide background information and offer expert spokespeople. Typos and mistakes hurt your credibility, so proofreading and confirming the accuracy of everything you say is imperative. The more you do to demonstrate how much you understand reporters’ needs and respect their time, the more likely they are to respond favorably to your pitch.
- Keep their word.
If you tell an editor or reporter you’re going to do something, do it as quickly as possible. Journalists have stressful jobs and deadlines. So, the clock is ticking when they make a request. By answering questions, arranging an interview, sending visuals, or otherwise accommodating their needs to develop a story in a timely matter, you increase the likelihood the resulting coverage will include your key messaging. That makes clients happy, and helps you build trustworthy and mutually beneficial media relationships.
- Edit. Then edit again.
Think like a reporter when you write a pitch or a news release. Get to the point quickly (don’t bury the lead!). Err on the side of brevity. Support your statements. Avoid jargon and hyperbole. If you make it read like a news story, the media will be more receptive.
- Tell compelling stories.
A new product launch, store opening or industry survey isn’t necessarily news and worthy of media coverage. What makes it newsworthy is when the product, service, event or accolade your client wants publicized fits into a larger construct. For example, are you doing something no one has ever done before, solving a trending business problem or moving your industry forward somehow? Tell that story, and you’ll likely find a reporter willing to share it.
The PR pros at GYC Vegas, a boutique integrated marketing agency, are seasoned PR experts who practice these habits on a daily basis. They know how to craft and implement winning media strategies and leverage editorial coverage to their clients’ benefit. Reach out for a free consultation to learn how successful media relations can help you build and grow your brand.