1. B Y S T A S H A B U R P E E
Standard Tactics:
Media Relations
2. Media
Relations
The relationship that a company
or organization creates with the
media
This is the building block of
public relations, as we reach out
to the public through the media
3. Do Some Research
Determine a target audience
What media would be the most effective for them?
Older generations: newspapers and news stations
Younger generations: blogs, social media, mobile applications
Doctors: medical journals
College students: University publications, radio and TV
Create a strategic media list
A list of contact information for the top news sources
This is extremely important to keep for future reference
4. Build Trust-Based Relationships
Reach out to the media that is valuable to your
organization
Be available to them
Send them thank-you notes
Make the journalists feel special
Give them “exclusives”
Inside information, explanations, tours, etc.
5. Develop the Message
What is the message you are trying to communicate?
Find a focus and prioritize information
Have solid proof points to back up your statement
Maintain a uniform, consistent voice
6. Real-Time
Media
Relations
This is what we, as students, have
learned about in most of our
classes
Pitching to the media
Inserting your ideas into the news
cycle
Press releases
Fact sheets
Backgrounders
Spokespeople
7. Tactics for Real-Time Media Relations
Utilize your media list
Write your own stories
Understand what the media, and the public, want to
know about
Plan ahead
8. Inbound
Media
Relations
Inbound media is owned media
This type of media attracts
interested audiences
The media comes looking for you,
instead of you pitching to them
9. Tactics for Inbound Media Relations
Be sure that your content is balanced
What your audience and the media want to know about
What you are wanting to communicate
Write frequently and keep everything up to date
Be easily accessible to journalists
Learn from your audience
Google Analytics
Search Engine Optimization (SEO)
10. Conclusion Do your research
Build lasting and worthwhile
relationships with the media
Develop a message and get that to
the media through owned and
earned media
In order to create the most worthwhile relationships, you first need to know who your target audience is and who will be able to reach them the most affectively
Reach out to the media that is valuable to your organization. Even if you do not have a pitch for them, introduce yourself and your organization, and let them know that you would be the main point of reference if they ever needed anything. Be available to them when they need you, and hopefully they will be available when you need them.
Even though you are not pitching to the media, it is important that your inbound media is easily available to those who are looking for it and that you make yourself available to any journalists who may want additional information
