It may not seem like a priority, but public relations is such a powerful tool
Maintaining strong media relationships is a vital part of an effective PR plan but it is important to note, that while gaining coverage can be advantageous to a business or brand, building significant relationships is equally a priority.
Networking events can be such a daunting task, especially for someone like me who has had to ‘endure’ them over the years. However, they have an added value. It can be intimidating approaching or speaking to someone you’ve never spoken to, or met before, especially when that person has the power to influence how people see your brand.
With that in mind, the most effective strategies to enable this communication is through collaboration with influencers - people with the power of ‘say so’ and ‘do so’. Here are a few tips to engage an effective relationship that will be mutually beneficial— and ensure that you receive coverage.
Create a clear and comprehensive contact list.
It is important to identify which audiences you want to reach. Is it the general public? Is it a national or local audience, or is it within a specific niche related to your industry? Once you have established this, identify the bloggers, journalists, or editors you want to build a relationship with. Preferably, these are the people who are related to, or cover your industry. An advantage of this is that you will begin to understand their tone and lead times.
Pitch Perfect
Before you start reaching out to your media contacts, you need to perfect your pitch. This is arguably the most effective way to build any type of long-lasting and worthwhile relationship. The reason - it gives you the opportunity to deliver a clear message that provides value, and that ensures that you are able to help and not using them simply to promote your company.
Set up face-to-face meetings if you can and remember that their time is valuable as yours
Time is undoubtedly the most valuable resource for every one of us. That being said, scheduling a meeting in person with the contacts you want to establish relationships with can sometimes be a challenge; but if there is a window of opportunity to do this, take it and don’t mess them around.
If you’re successful in setting up a meeting, your agenda should be nothing more than a soft introduction and developing a rapport. Take time in investing in the relationship. This can increase the chances that your future pitches will be covered
Always be accessible and give them exciting content to work with
If a media house or journalist shows interest in your story, be responsive. This shows that they can rely on you and that you respect their time and value offer.
Furthermore, be as helpful as you can. The media love it when you can provide them with original and exciting material that they can work with. It makes them feel important because it is information that is exclusive to them and not out there for everyone to access.
Be unwavering but not irritating
Stay in touch with your contacts, preferably by email. Contact them by phone only when it is required. Keep sending in any ideas but don’t do so every day.
Don’t be discouraged if nobody calls back. Most editors get hundreds of press release emails a day so they won’t reply to every single one.
Be an approachable and media-friendly company
It makes it easier for journalists to do their research, interact with your business and build that working relationship that will benefit you in the end. Editors tend to pay more attention to company executives than PR people, so it would be beneficial if you or one of your executives drops them an email now and again, when required.
Finally
Getting your business out there is not always easy, neither is building long-lasting relationships. However, important work takes time and once you build a strong foundation with the right contacts, the hard work will make sense and will be worth it.
Don’t be disheartened if no one’s interested in your story in the beginning. Remain persistent and keep pitching your ideas without being too pushy.