The behind-the-scenes of securing top tier media coverage looks different every time. Whether it’s Forbes, CNN, or a leading industry-trade publication, there’s almost always a unique journey behind each secured piece of coverage. Because of this, people often misconstrue what media relations is all about.
In this article, we’ll be sharing two truths and a lie about media relations. Will you be able to tell which is true and which is false?
But first, let’s define media relations in the simplest of terms.
What is Media Relations?
Media relations is the act of forming professional relationships with reporters and journalists to educate the media on your brand, products, services, and achievements. The goal here is to have those in the media tell your story to their audiences through publications including (but not limited to) magazines, online outlets, TV, radio, and podcasts.
Now that that’s covered, let’s dive into three statements regarding media relations. Keep reading to learn which are true and which one is a lie.
1. Building long-term relationships with journalists increases the chances of securing consistent media coverage.
2. Providing timely and relevant stories tailored to a journalist's audience is crucial for getting your pitch noticed.
3. Sending out mass press releases to as many media outlets as possible guarantees wide media coverage.
Building long-term relationships with journalists increases the chances of securing consistent media coverage.
TRUE ✅
Journalists receive a barrage of pitches daily. By taking the time to learn about their work and interests, you can tailor your pitch to align with what resonates with them personally and professionally. This personal touch can set you apart from the competition.
Start fostering a professional relationship with these reporters by following them on social media platforms to understand their viewpoints, interactions, and interests outside of their professional work. Engaging with their posts can help establish a connection. And don’t forget when reaching out, reference a recent article they wrote or a topic they've covered. This demonstrates that you've invested time in understanding their work.
Providing timely and relevant stories tailored to a journalist's audience is crucial for getting your pitch noticed.
TRUE ✅
Today, media pitching demands an understanding of the journalists you're reaching out to—their beats, preferences, and the kind of stories they gravitate toward. This research isn't just about ticking off boxes; it's about finding the sweet spot where your story aligns seamlessly with your recipient's interests. It's about creating a connection that transcends the ordinary, transforming a pitch from a mere transaction into a genuine collaboration.
Tailoring your pitch to a journalist's area of expertise increases the chances of your pitch being deemed relevant and newsworthy. A journalist covering cannabis industry trends might not be interested in a product launch story, but they might be intrigued by an in depth analysis of evolving regulatory frameworks.
Sending out mass press releases to as many reporters as possible guarantees wide media coverage.
LIE ⛔
Gone are the days of the "spray and pray" method, where press releases were blasted out to an extensive list of contacts in the hopes that something would stick. The time invested in personalized outreach pays off in the quality and authenticity of the coverage generated. Instead of aiming for sheer quantity, focus on building relationships that stand the test of time. It's about quality over quantity, and that shift in mindset is the hallmark of good PR.
And let’s be clear: no media coverage is guaranteed. If you want guaranteed coverage, talk to an advertising sales representative.
Final Thoughts
Did you guess the lie right?
Media relations is more than just sending out mass press releases or hoping for quick wins. It's about building genuine, long-term relationships with journalists, understanding their audience, and providing relevant, timely stories that resonate. While personalized outreach takes more effort, the quality and authenticity of the resulting coverage far outweigh any shortcuts. In the world of media relations, quality truly trumps quantity every time.