I realized every time when client probes me for the media contact, they will ask the every same thing, regardless me being a freelance PR writer or trying to get a full-time PR writer job:
“How close is your relationship with the media?”
Wow, that was really wow! You see, as a PR agency, we shall maintain a very good media relationship, but not as close as how you were with your friends, you know what I mean?
As a PR agency, most of them will be trying to get a drink with the editorial head, trying to be friends with the media.
But to chit chat and drinking with the media? Perhaps this is not really my way. I do admit, being someone unknown to send out press release to the media via email, the media will be thinking: “Who is this PR agency? I had never heard before.”
I did not say this is not a good idea, but I believe if you pitch a good PR story, and you want to ‘sell’ the news, the most important the media themselves ‘buy’ the news. Catching up with the media is good, so that you know the updates and happenings, or maybe you can provide news that the media need.
In this article, I explain to you how to maintain a good media relationship:
Self-intro yourself: if you were not the most famous PR firm, and you are just a starter, perhaps a self-introduce yourself in a short paragraph, 3 sentences should be good enough. It’s just like a get-to-know session via email, so that the media know your presence. Always offer suggestions or help about specific story angles that you’re good with, so the media could always think of you when they know you are an expert source for a particular topic.
Get the right news, to the right media with the right audience – If you are selling fashion products, reach out to the fashion editorial team. Targeted list is always better than the general media list.
Keep your media list up-to-date: Except bloggers/ self-representative influencers, media company do have turn-over staff as well. Always get the latest contact list from the media website, but I do have experience that some of the media might have a blog, website, and Facebook. you can see which portal is their latest updates, and try to reach out to them, or buying some newspaper and magazines to get their email contact and office number, oh well, let’s support the offline publication as well!
Always attend to the media inquiries – MWF always offers help as we believe that relationships are a two-way communication. don’t always contact the media: “Hey, I have a great story or a great event. and I think this is really something useful for your readers.” And when the media is looking for product info or source, you replied: “Aiks, I cannot help much.” Attend to the media help, and the media will remember you. This shows your profession, and your quality of commitment and responsibility.
Learn how to be the top of the news:
https://mediawritingfocus.wordpress.com/2015/11/05/what-is-online-advertising-seo-and-top-10-ideas-to-write-new-content-marketing/
Don’t provide false info – Don’t spin, twist, or over beautify the story. Be precise, and straight to the points, with really great info to share. If media probe you for info that you cannot handle, you can either refer back to your client to get the info, or you can introduce the media to your client, with a brief introduction on both parties. Imagine if the reporter publishing untrue stories, thanks to the lack of information given, this is way no good.
Do you have other ways to share in how to maintain good media relations? Share your thoughts in the comment box!
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