Debbie Wetherhead, President, Wetherhead Communications.

 

Here's what you'll learn in this article:

1. Why media relations is important;

2. How to get started with a media relations program.

 

Looking to expand your marketing impact? Media relations – a core public relations tactic – can be a cost-effective way to create an environment where sales and marketing flourish.

Media Relations Benefits

Media relations can generate awareness and recognition, support a brand and help establish credibility. It is often employed to help an organization remain top-of-mind, sustain market presence and combat competition. It also can reinforce marketing messages and activities, influence community or industry members, and position a company or individual as a thought leader.

Get Started

News falls into two basic categories. Hard news is serious, factual and perishable, while soft news often is based on feature-like information, holds personal interest and contains something novel.

Regardless of which type of news you try to generate – if you hope to see it publicized –ensure your story is newsworthy and considers your target audience’s point of view. Include attention-getting factors in your pitch that impact home, health, wallet or traditional approaches such as relevance, timing, prominence, proximity, conflict and emotion.

When you are ready to approach journalists, you are likely to play one of two roles. It’s most rewarding when you are in a position to assist with story development, helping to create the article, craft the angle and provide background information, supporting materials, case studies, perspective, third-party expertise and visuals. Other times, your role may be to supplement story development, offering facts and quotes that support a reporter’s premise.

Manage the Media

Strive to develop lasting relationships with media contacts and outlets. Sound advice includes: share good news using a proactive approach and address negative news in a controlled, but direct manner. Also, build solid rapport driven by mutual benefit, credibility and consistency, as well as respect timing and deadlines. Sometimes your most important efforts occur during a crisis or situation when things are less than perfect. To that end, don’t ask to edit or approve a reporter’s work before it is disseminated, and respond appropriately to a story that contains errors, misperceptions or missed opportunities.

Maximize Your Efforts

Your final step in any media relations campaign should be to merchandise positive publicity. Get good coverage in front of more eyeballs. Post stories on your website or link to the news outlet’s site. Distribute clips with a cover note as a direct mail piece and add them to your sales kit, leave-behind materials and presentations. Want to really highlight your coverage? Line the walls of your office with framed articles and really show off!

 

Debbie Wetherhead is president of Wetherhead Communications. Established during 1995, Wetherhead Communications is a full-service public relations agency staffed exclusively by senior PR professionals with proven track records who deliver insightful strategic services and superior tactical execution. The firm is best known for its ability to generate positive publicity, to develop key messaging and to provide nationally acclaimed media training. For more information, contact 770-641-1520 or email Debbie Wetherhead.

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