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Business
Success in
Media
Relations
Success in Media Relations
   As a public we have access to more information now than
    we know what to do with.

   Getting information out in to the public has never been
    easier. Getting it out where it will be seen, understood and
    engaged with is something else altogether.

   This is where having strong media relations can be hugely
    beneficial.

   Keeping the media onside and in line with your brands
    communications will give you far greater opportunities for
    strong media placements – boosting brand visibility and
    public engagement.
Reach the Right People
   Make sure you don’t waste time and effort reaching out to the wrong people.

   You could have a brilliant and newsworthy story but if it is wholly unrelated to
    that outlet’s medium then they won’t use it.

   Sending generic mass emails and messages out to “the media” is a sure fire
    way to upset any journalist.

   Assess which publications and media outlets are best suited to your type of
    organisation and target them directly.

   Review previous publications on similar organisations or within your industry
    and establish the key players within that organisation.

   Who sources the contacts, who reads the articles and who edits them?

   Reach out to these people directly and target stories and ideas to people
    you know will be more inclined to publish it.
Understand How They Operate
   Get to know the relevant reporters and understand how
    they operate.

   Each outlet and each journalist works slightly differently,
    utilising different means of communication and way of
    working.

   Some people are happy being contacted through their
    mobile phone – others are definitely not.

   Understanding how the media outlets operate will ensure
    you avoid any embarrassing or damaging mistakes.

   Draw up a list of media contacts, with fully up to date
    contact information and make a note of how and when
    best to contact them.
Establish a Clear Message
 Sending  out press releases verbatim is
 unlikely to entice the media in to following
 up on your story. In time pressure situations
 you often have a very narrow window of
 opportunity to pitch your story. Draw up a
 synopsis of your release for pitch purposes.
 Ensure you cover all the facts and outline
 the message you wish to convey, outlining
 clearly how and why it is a compelling
 and newsworthy piece.
Develop Personal Contacts
   At all times and whenever possible,
    communicate with journalists personally.

   Try and establish clear and lasting
    relationships by remaining front of mind.

   Always refer to who you are, what you do
    and how you know each other.

   Over time journalists will see you as a regular
    contact, making it easier for you to pitch
    future stories.
Be Available To Help
   When contacting anyone in the media
    always offer your help in any way.

   They may be seeking opinion or thoughts on
    an issue and speaking to you will save
    valuable time.

   As well as remaining front of mind for future
    stories, any goodwill shown towards the
    media will help to develop a positive
    reputation for yourself and your organisation.
Make Sure You Can Deliver
What You Say
 As  tempting as it may be to go along with
    everything suggested by the journalist to
    ensure a positive.

   Do everything you can to always meet
    deadlines and provide all the relevant
    and useful information but do not
    guarantee something which cannot be
    achieved.
Always Follow Up
   Keep up to date with the progress of all
    potential media placements and follow up on
    leads with further communication.

   Offer to provide additional information or
    enhancements like videos or photos.

   Not only will this boost your chances of a
    compelling news article but you will remain at
    the forefront of the media’s thoughts for
    future publications.
Pitch Offline
   Wherever possible contact journalists and pitch
    stories in an offline setting.

   Phone conversations are far better than email in
    conveying meaning and tone whilst face to face
    meetings are better still.

   They allow you to establish necessary contacts
    and relationships quicker and also by using a live
    setting you have a better chance of success in
    conveying the nuances of your story.
Ensure Your Message is
Accurate and Newsworthy
   Above all else make sure your story is newsworthy. I cannot stress
    this enough.

   After committing time and effort in to reaching contacts and
    creating media opportunities, make sure what you ultimately
    present is of high enough quality and relevance to pique a
    journalists interest.

   Stories which are poorly written, incorrect or misleading will not be
    considered.

   Similarly make sure your story is of interest to a wide enough
    audience.

   An interesting and compelling story it may be but if no-one outside
    your office cares than it is of no use to the wider media.

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MoneyBridge Pitch Deck - Investor Presentation
 

Business Success in Media Relations

  • 2. Success in Media Relations  As a public we have access to more information now than we know what to do with.  Getting information out in to the public has never been easier. Getting it out where it will be seen, understood and engaged with is something else altogether.  This is where having strong media relations can be hugely beneficial.  Keeping the media onside and in line with your brands communications will give you far greater opportunities for strong media placements – boosting brand visibility and public engagement.
  • 3. Reach the Right People  Make sure you don’t waste time and effort reaching out to the wrong people.  You could have a brilliant and newsworthy story but if it is wholly unrelated to that outlet’s medium then they won’t use it.  Sending generic mass emails and messages out to “the media” is a sure fire way to upset any journalist.  Assess which publications and media outlets are best suited to your type of organisation and target them directly.  Review previous publications on similar organisations or within your industry and establish the key players within that organisation.  Who sources the contacts, who reads the articles and who edits them?  Reach out to these people directly and target stories and ideas to people you know will be more inclined to publish it.
  • 4. Understand How They Operate  Get to know the relevant reporters and understand how they operate.  Each outlet and each journalist works slightly differently, utilising different means of communication and way of working.  Some people are happy being contacted through their mobile phone – others are definitely not.  Understanding how the media outlets operate will ensure you avoid any embarrassing or damaging mistakes.  Draw up a list of media contacts, with fully up to date contact information and make a note of how and when best to contact them.
  • 5. Establish a Clear Message  Sending out press releases verbatim is unlikely to entice the media in to following up on your story. In time pressure situations you often have a very narrow window of opportunity to pitch your story. Draw up a synopsis of your release for pitch purposes. Ensure you cover all the facts and outline the message you wish to convey, outlining clearly how and why it is a compelling and newsworthy piece.
  • 6. Develop Personal Contacts  At all times and whenever possible, communicate with journalists personally.  Try and establish clear and lasting relationships by remaining front of mind.  Always refer to who you are, what you do and how you know each other.  Over time journalists will see you as a regular contact, making it easier for you to pitch future stories.
  • 7. Be Available To Help  When contacting anyone in the media always offer your help in any way.  They may be seeking opinion or thoughts on an issue and speaking to you will save valuable time.  As well as remaining front of mind for future stories, any goodwill shown towards the media will help to develop a positive reputation for yourself and your organisation.
  • 8. Make Sure You Can Deliver What You Say  As tempting as it may be to go along with everything suggested by the journalist to ensure a positive.  Do everything you can to always meet deadlines and provide all the relevant and useful information but do not guarantee something which cannot be achieved.
  • 9. Always Follow Up  Keep up to date with the progress of all potential media placements and follow up on leads with further communication.  Offer to provide additional information or enhancements like videos or photos.  Not only will this boost your chances of a compelling news article but you will remain at the forefront of the media’s thoughts for future publications.
  • 10. Pitch Offline  Wherever possible contact journalists and pitch stories in an offline setting.  Phone conversations are far better than email in conveying meaning and tone whilst face to face meetings are better still.  They allow you to establish necessary contacts and relationships quicker and also by using a live setting you have a better chance of success in conveying the nuances of your story.
  • 11. Ensure Your Message is Accurate and Newsworthy  Above all else make sure your story is newsworthy. I cannot stress this enough.  After committing time and effort in to reaching contacts and creating media opportunities, make sure what you ultimately present is of high enough quality and relevance to pique a journalists interest.  Stories which are poorly written, incorrect or misleading will not be considered.  Similarly make sure your story is of interest to a wide enough audience.  An interesting and compelling story it may be but if no-one outside your office cares than it is of no use to the wider media.