This document provides an overview of a PR boot camp on building media relationships and maximizing coverage. It discusses identifying media contacts and building relationships through online engagement. Developing key messages and preparing spokespeople for interviews is covered. The document also explains how to maximize coverage by sharing it internally and externally. Tracking results through metrics like new leads, traffic, and sentiment is presented as a way to communicate success. Case studies are included on relationship building and maximizing coverage.

1. PR BOOT CAMP: HOW TO BUILD
MEDIA RELATIONSHIPS &
MAXIMIZE COVERAGE
WOMEN’S EXCHANGE OF WASHTENAW FORUM 2012

2. JACKI HALAS
Blue Cross Blue Shield of Michigan | @jacki_halas
Jacki has broad experience in the communications
industry, with her favorite disciplines being PR, event
planning and social media marketing. She currently
handles PR/event coordination and planning for
President and CEO Dan Loepp at Blue Cross Blue
Shield of Michigan. She is also actively engaged in the
company’s social media efforts.
She serves on the IABC Detroit and Heritage Region
boards and is a member of the National Management
Association. A proud Detroit and Michigan State
University alumna, she loves to travel, play soccer and
snowboard.

3. NIKKI LITTLE
Nikki Little | Identity | @nikki_little
Nikki Little serves as Identity’s social media
manager and is responsible for managing the
internal operations and growth of the social media
team. She also serves as an account manager for
several of Identity’s clients, focusing on integrating
social media strategy with traditional
communications efforts to help companies build
brand awareness, create new customer
relationships and grow their business. Additionally,
Nikki manages the content on Identity’s blog, ID
Tags.
Nikki is secretary of Social Media Club Detroit,
manages the bi-weekly Help a PR Pro Out
Michigan Report e-newsletter for communications
pros and is an executive board member of
Operation: Kid Equip, among other involvements.

4. WHAT IS PUBLIC RELATIONS?
Definition from the Public Relations Society of America (updated in 2012):
“Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.”

5. DISCUSSION
• Whether it’s you or someone else, do you have someone
on your team (internal or external) dedicated to PR?
• Have you identified goals and a strategy related to PR?
• Would you say you have good relationships with
media/bloggers who cover your industry?

6. CASE STUDIES WE’LL FEATURE:
• Jacki – BCBSM made moving 3,000 of its suburban
workers to downtown Detroit a positive, exciting
experience. Local businesses, civic leaders and political
dignitaries celebrated the unification of their Blue
campus and “homecoming”. This was a fully integrated
communications campaign with heavy emphasis on PR.
• Nikki – BRU Fest fundraiser. Identity helped launch
Children’s Leukemia Foundation of Michigan’s first
annual BRU Fest beer, burgers and wings fundraiser in
2011. The campaign included elements of media/blogger
relations, blogger/organization partnerships, social
media and paid media.

7. PART 1: HOW TO BUILD
RELATIONSHIPS WITH MEDIA &
BLOGGERS

8. BEFORE RELATIONSHIPS ARE CREATED:
• Create media/blogger wish list (use this to keep track of
relationships moving forward)
• Create a Twitter list to monitor them
• Search for competitor coverage (use tool like Newsle)
• Read their material before ever reaching out
• Determine where they are active online
• Determine how they like to be contacted – Is blogger PR
friendly? Does journalist seek story ideas via social media?
• Follow on Twitter, subscribe on Facebook
• Start commenting on articles/blog posts/social content
• Participate in industry chats (#journchat)
• Share their content
• Share company news as you have it or story ideas on
why you are relevant as an expert source for stories

9. CASE STUDIES

10. AS RELATIONSHIPS DEVELOP:
• Continue commenting on and sharing content
• Engage in more casual online conversations
• Invite to coffee or lunch periodically (bring exec if
appropriate)
• Connect on LinkedIn and subscribe on Facebook
• Meet up at events and tradeshows
• Share relevant company news and product/service demo
opportunities
• Invite to subscribe to company
blog/newsletter/newsroom
• Keep master relationships list updated with meetings
and coverage

11. CASE STUDIES

12. DON’T DO “DRIVE BYS” & ONLY
CONNECT WHEN YOU WANT
COVERAGE

13. ONCE STRONG RELATIONSHIP IS
CREATED:
• Continue finding opportunities to connect and
share story ideas/company news
• Top of the list when new news to share
• Make them feel special and show you value the
relationship (VIP at events, behind-the-scenes
access)
• Always send a thank-you for coverage (email,
LinkedIn message, or small gift if coverage was
significant)

14. CASE STUDIES

15. THINGS TO AVOID:
• Smothering and obnoxious follow up
• Only talking about you and your company when
you comment or respond on social channels
• Complaining publicly if you’re misquoted or the
story doesn’t turn out how you wanted it

16. GROUP DISCUSSION
• What challenges do you have when it comes to building
relationships with media and bloggers?
• Who owns the relationships (me, someone else on team,
PR agency, etc.)?
• How much time/resources can you/do you want to
dedicate to building and maintaining relationships?
• Which online channels make the most sense to use?
• If you don’t have it, do you think you need in-house or
agency PR support? Why?
• Who from the exec team conducts interviews? Does it
depend on the topic?

17. PART 2: PREPARING FOR
THE INTERVIEW

18. THE INTERVIEW – PREP
• If interviewee isn’t media trained, invest in media
training ASAP
• Get as many details about what reporter/blogger
wants to discuss as he/she will share
• Find out how much time person has, how long
interview will be and if it’s live or recorded
• Put together key messages/talking points (know
well, but don’t memorize word-for-word)
• Practice!

19. REACH OUT TO REPORTER
BEFORE INTERVIEW

20. THE INTERVIEW – DAY OF
• Be relaxed
• Show emotion and enthusiasm, but don’t overdo it
• Make sure your voice is strong and words are clear,
particularly for broadcast
• Speak in soundbites
• Never look at camera unless you’re being interviewed
from a different location and you’re instructed to speak to
the camera
• Turn their heads – it’s your opportunity to educate the
interviewer and readers/listeners/viewers
• Record yourself if possible and play back to improve for
next time

21. THE INTERVIEW – WHAT TO AVOID
• Industry jargon
• Inappropriate attire – keep it professional
• Don’t get nervous or uncomfortable if there is silence
while reporter takes notes
• Saying “um” or “like” too much
• Stumbling over words and mumbling
• Sharing information you weren’t prepared to discuss –
nothing is off the record!
• Complicated explanations – people read at 6th grade
level

22. CASE STUDIES

23. GROUP ACTIVITY
• Take a few minutes to think of the top 2-3 stories
you would like to see covered in the near future.
Now, add 2-3 key messages for each
• Share with your partner. Discuss: Are those
ideas newsworthy? Why are they relevant? Are
your key messages strong enough? Is there
jargon?
• Brave volunteer for mock interview

24. PART 3: MAXIMIZING
COVERAGE

25. HOW TO MAXIMIZE COVERAGE
• Identify who would most benefit from seeing the coverage,
then determine vehicle/platform
• Share internally
• Reprints for new business opportunities, tradeshows and
events
• Include in new business pitches or follow up emails to
prospects
• Add to online newsroom
• Add to social channels (be diligent about this – not every time,
and customize message for each channel)
• Add to email signature
• Add to blog as a case study
• Link to coverage in executive bios

27. FACEBOOK: BRU FEST ON FOX 2

28. WEBSITE: IDENTITY NEWSROOM

29. WEBSITE: IDENTITY CASE STUDY

30. SHARING IS CARING

32. PART 4: MEASURE
RESULTS & COMMUNICATE
SUCCESS

33. HOW TO MEASURE RESULTS &
COMMUNICATE SUCCESS
• Don’t rely solely on clips to communicate success
• No AVEs (ad value equivalency)!
• Good old coverage book – sections for proactive and reactive pieces,
break coverage into sentiment
• Show how coverage ties to your communication goals
• Quarterly/yearly overview of new relationships developed and
opportunities created (master relationships list)
• How many pieces of coverage included key messages
• New business opportunities/inquiries from coverage
• Google Analytics and Clicky – did media coverage bring traffic to site?
How did that traffic behave when on site?
• Share of voice – how much more is your company being talked about
online than your competitors?
• Did sales increase? Was event attendance met? Did public
opinion change?

34. COMMUNICATING
SUCCESS CASE STUDIES

36. PHOTO SOURCES
http://ironwomanintraining.com/2012/07/recovery-fitness/
http://www.flickr.com/photos/stuseeger/226628124/
http://www.pr-squared.com/index.php/2011/10/stop-being-boring
http://megancorbett.com/2011/10/random-awesome-internet-find-of-the-day/
http://who-is-awesome.com/
http://www.lv8communications.com/the-15-minute-media-interview-prep/
http://www.jamesjdonnelly.com/communications-coaching-resources/
http://www.momsteam.com/health-safety/strength-conditioning-youth-athletes-good-lifting-technique-is-key
http://www.likeable.com/2012/08/two-often-overlooked-steps-to-improving-your-social-media-measurement/
http://www.likeable.com/2012/05/celebrating-your-community/
http://knowledgeinbox.com/home/site-updates/get-answers-to-your-qtp-interview-questions/