Media Relations Pro Tip: Don’t Do These Three Things
If you are a business owner or marketing director wondering why you can’t seem to get the
attention of a certain reporter or why a particular media outlet seems to only cover the negative news of your company, it’s time to rethink your media relations strategy. There are many potential reasons you are experiencing these challenges—so I asked my media friends, “What is a top reason you ignore an email or correspondence from PR/marketing contacts?” Here are some of their answers.
1. When the person writing has clearly not paid attention to the geographic area I cover. (Reporter with the Tribune-Review)
Not only is it important to pay attention to the topic or beat a reporter covers, you also have to consider the geographic area they focus on. Some reporters cover a very specific community—assuming it extends into the city near them is a sign you aren’t paying attention to what they write about. So, including them in a mass press release distribution is likely a very bad idea.
2. Stating that another publication has already covered your company in your pitch to me. (Pittsburgh Post-Gazette Reporter)
This tactic almost comes across as arrogant to some reporters— like you are expecting them to cover you since others have. They don’t take kindly to this because they view their stories as unique. They are not interested in recreating something that’s already “old news.” On the flip side, I should point out that for some national, top-tier media outlets, having been covered by other media may mean you are “worthy” of their consideration. Perhaps because you have on-camera experience or have demonstrated your thought leadership on a particular subject. Get to know the person/outlet you are pitching before you contact them.
3. If the person emailing me misspells my name, doesn’t have the correct job title or name of my show, it demonstrates to me they haven’t done their homework. (KDKA-AM Radio Show Host)
This is relationship 101, folks. ALWAYS make sure you spell names correctly and refer to the specific program a reporter does or a story they’ve covered in your pitch. Sending a form email with misspellings and incorrect information is the fastest way to get your message dumped into the trash folder. DON’T DO IT. It’s a simple fix: send personalized, authentic emails that demonstrate you pay attention to the reporter and what they cover/talk about. And, goodness, make sure you know the gender of the reporter you are contacting before writing, “Dear Sir.” One reporter from the Tribune Review pointed that out as one of her pet peeves. I can understand why.
Most importantly, when possible, build relationships with reporters before blindly sending them press releases or story pitches. I recently met with some reporters from a business journal who were so accustomed to having PR/marketing professionals expect stories they were reluctant to meet. Once it was clear it was an informational meeting only, they actually took time out of their busy production day to meet and share some really helpful feedback and information. It was such a productive meeting I came home to a request from one of the reporters to connect on LinkedIn. This is the start of a meaningful relationship.
The bottom line is that your media relationships should be treated just like any other professional relationship. Don’t just reach out when you want something. Build an actual two-way relationship with a reporter—one in which you might even assist them when it doesn’t benefit you/your company. If you are helpful to them, they will likely remember you and reach out when they are looking for a source or give you an opportunity to tell your side of the story rather than just report on news they hear because they are on deadline.
If building a media relations strategy is daunting, consider hiring experts who have existing relationships that could benefit you/your company. Establishing meaningful two-way relationships takes time so finding some help from professionals who work with media on a daily basis can make your job much more efficient. It can also lead to more balanced and positive stories about your company—making the boss extra happy.
What do you think? Have you ever committed one of these media relations faux pas? I’ve made my fair share of mistakes over the course of 16 years in media and public relations, which means I’ve learned and honed my skills. But, what I’ve truly learned over time in my personal and professional life is that all relationships are important and to never take them for granted. If a reporter is a means to an end for you, your strategy is wrong. Very wrong.
How can we help you take your media relations efforts to the next level?
_______
Hollie Geitner is vice president, client services for WordWrite Communications.You can find her on Twitter @JustHollieG. 
