5 Winning Public Relations Media Tactics | Public Relations Blogger

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5 Winning Public Relations Media Tactics
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When creating a successful media plan for your company, there are tactics to implement. In order to gain the strategic benefit of having a good media plan in place, try using the following tactics:

Create relationships with the media. This means more than simply pitching them when you need a story published. Offer to be of assistance to them and see what can happen from there. Be appreciative of their efforts, and be aware of their deadlines and priorities. Treat them like a person, and know that they are not out to get you or make you look bad. Both your job and theirs requires the flow of stories and news; the worst you can hear is "no". Remember that you are talking on their time too, so offer to take them somewhere for coffee or lunch when you'd like to talk more about a story (if they're able and have the time) and try to create a relationship with them that can be seen as more than simply a reporter or journalist being pitched.
Create relationships with other bloggers. This is also a great venue to grow your network and to get others in the industry 'on your side'. There is some controversy about bloggers receiving "gifts" for posting a blog article on a company, so know that while there are bloggers who will allow you to bribe them, there should be more to the relationship than a give and take of material goods. Offer to help the blogger in ways you are able, such as exposure on your blog or website, and see if you are able to get them to feature a story about your event or special offer.
Pitch your stories and solutions you provide to buyers, not just the product you offer. Make the story more interesting and avoid making it simply a sales pitch. This can help readers and buyers to relate to your company, and to see where products and services you offer may be of assistance to them. Make the story relevant, including the effects on others outside the company. Be sure to include information on why this story is important and why it involves others in the community.
Re-read and re-write your stories. This is crucial to getting your press release, pitch, media alert, etc., even read! Typos, grammatical errors, and spelling mistakes drive me up the wall. They show a lack of attention to detail, lack of pride in your work, and show laziness and sloppiness. Even when receiving emails, seeing typos makes me lose some respect for the email writer. Then, seeing their title of CEO of their company, I wonder how they were able to get there with such poor writing. Take the time to proof-read your copy! If you don't have time, get someone else to read it for you! That's what a PR team is for, so utilize them to help you send out the best copy. This takes minutes of your day and make the difference in your story making it to print.
Personalize your pitches. This goes hand in hand with #1 and #3: make the story relevant and important to the people who are reading your story. If the media person you are pitching has no interest in your company who offers technological support for POS (point of sale) software, what makes you think your story will make it into their pile of "stories-to-write"? This can also show a lack of attention to detail when you simply send mass amounts of pitches (also referred to as spam) to people, hoping at least one person finds it interesting. Take the time to figure out what reporters and journalists enjoy covering, and read what they write so you can make a personalized pitch that is tailored for their interests.

Overall, know that your pitch reflects you and your company or client. Having a bad pitch can be detrimental to you and your client, and can burn bridges with media that you may have otherwise had a great opportunity to connect with. Wait to pitch reporters or journalists (and even bloggers) that you're interested in talking to until you have something of value to offer them. This can greatly increase your chances of success.

What do you think, is it better to spam many reporters at once? Will that increase the probability of success for a story?

Comments (2)

Natalia Daies: As a public relations students currently studying social media and campaign strategies I find your post very interesting. It has often been stressed by my professors that it is important to maintain a positive working relationship with media outlets. I have had the opportunity to have conversations with journalists and newspaper editors who have said that sometimes PR professionals can be pushy and do not always respect what they do. Through reading I have found that the relationship goes back and forth with who does not really appreciate the other. So I find it very important to maintain a positive relationship because they will be more excited about making things happen for you. Creating relationships with bloggers is just as important as the relationships with traditional media. Social media plays a major role in the way we conduct business today so a relationship with bloggers can open doors that would not necessarily be opened without them.
Ashley Wirthlin: Hi Natalia,

Thanks for the comment. I agree that the blame for a failed meadia/PR relationship can be switched between both parties, as with many relationships in life. I think it takes a level of maturity and awareness to really be conscious of one's surroundings, the circumstances of others, and the needs those other people have, especially when hoping to create a beneficial relationship.

The key to creating that relationship is to ensure it is beneficial for both parties, and with that comes maintaining a positive rapport.

Thanks for stopping by. :) Any other thoughts on PR tactics?

-Ashley