Three Best Practices to Create a Meaningful Media Relations Strategy

One of the first questions we ask clients is “what does media relations success look like to you?”

As you may expect, the answers vary throughout – and with good reason. When it comes to media relations goals, not all strategies are created equal. Why? It’s because clients across the board have different goals, which makes each media strategy highly unique. As we work with clients on their media strategies, we use the following key points to get the planning started:

Media Relations Question #1: Identify Your Target Audience

Whether you are a B2B or B2C company, identifying your target audience should be the first step. Who do you want to connect with? The publications you go after will vary depending on if your desired audience is the C-suite, baby boomers or Gen Z. While top-tier publications such as WSJ, CNBC and USA Today should be a top goal, it’s important to not discount the trade publications.

Trade publications reach a particular audience that may be interested in learning more about your niche or product. As such, it’s important to identify the exact audience you wish to reach in order to move the needle for your business.

Media Relations Question #2: Identify Your Key Conversation

The next question we ask clients is to identify the conversations they would like to own, be a part of and even stay away from. In the world of media relations, thought leadership is key. Companies can drive thought leadership by offering compelling insights that journalists cannot attain anywhere else.

As a best practice, we ask our clients to be highly targeted within their thought leadership approach. As American philosopher Nicholas M. Butler best put it, “an expert is one who knows more and more about less and less.” By identifying their key conversations, clients can highlight their expertise and garner the type of media coverage that will drive positive exposure.

Media Relations Question #3: Identify Your Top Publications & Media Contacts

The final step is to narrow down the journalists and publications your company will build a relationship with. As the term ‘media relations’ infers, thought leaders should build genuine relationships with key media contacts that cover their space.

Receiving an average of 300 media pitches per day, journalists have limited capacity to sift through every email and pitch. As a best practice, we recommend working with our clients to build a list of the top 20 journalists that they will build a relationship with beyond just a single pitch. For example, going beyond the pitch means that our clients will work to actively follow their columns, connect with them on social and whenever possible, meet with them in-person to discuss different industry trends. The more a journalist knows about a company and its thought leaders, the likelier they are to reach out next time they need a source.

Working Toward Meaningful Coverage

Cracking the media relations world can be a tough task without the proper knowledge and direction. However, by working to answer the first initial questions, companies can set the foundation for a strong media relations strategy that drives meaningful coverage. Learn how to drive meaningful coverage for your business by asking these three questions about your media relations strategy.

PRSA Corner: Breaking Through the Noise and Reaching Your Target Audience

ClpsEJ3UYAAqeNFWe recently attended and were the official sponsor of the June PRSA Austin Chapter Luncheon. The luncheon titled, “Media Relations: Insights from the Newsroom,” featured three journalist panelists who discussed how media has evolved over the years, the integration of skills and technology in media relations and how PR professionals can (and should) break through the noise to reach target audiences. Here are some highlights:

Tara Doolittle is the Viewpoints editor for the Austin American-Statesman and is in charge of the editorial pages and online commentary. She began as a rookie reporter in 1997 and has worked with the newspaper’s reporting teams covering education, city hall and lifestyle. As many journalists do, Tara receives over 400 emails a day, which means getting her attention is no easy task. Although she gives first priority to local pitches over others, she tells PR folks to send short pitches, know who you are pitching and focus on the journalist’s interests, and course, always be sensitive to deadlines. Other key take-aways from Tara:

  • For hard news and community engagement pitches, Tara recommends doing research on how other publications (in other areas) report certain trends and how those trends might play out locally. Look for ways to tell the local story. As well, Tara says PR professionals should “think broadly” because the Statesman is not just a print newspaper, but a multimedia content platform.
  • According to Tara, the digital space is the way to go, especially with social media and sharing. She recommends PR professionals think about this when it comes to pitches. Photos and videos are a great way to keep people on the website for longer periods of time – it’s a win-win for everyone!
  • Tara said the biggest struggle she faces as an editor for a daily local newspaper is serving three sets of readers because they all want different things: folks who don’t pay for online content; folks who do pay and read online content; and full subscribers.

Erin Quinn-Kong is the editor-in-chief of Austin Monthly and the editorial director of Austin MonthlyAustin HOME and austinmonthly.com. A Missouri native, she attended the University of Missouri School of Journalism and worked in New York City as an editor at Allure and Us Weekly before moving to Austin in 2008. Compared to the Statesman, Austin Monthly operates with a smaller staff who has to work very hard to keep up with daily and monthly deadlines. It’s a fast-paced environment (with a small staff), which definitely makes it hard for PR professionals to get the attention of the editorial team. Knowing that, Erin says it is critical for PR professionals to know why the story would work in her publication, and know who you’re pitching to and why. Other key take-aways from Erin:

  • Pitches come into play when they make a connection to something that relates to the local area, or that may have appeared “buzz worthy” on social media. That is the sweet spot on pitches!
  • Erin recommends asking them to coffee. As editors, she believes it is part of their job to know the PR people in town. Having the opportunity to be “face to face” with PR professionals is a much better way to connect than an email.
  • Her biggest challenges as the editor of Austin Monthly include creating boundaries between her job and life and the struggle of small budgets and staff combined with high expectations.

 Haley Cihock is Executive Producer for KXAN. With 15 years of experience in broadcast news, she writes, edits and manages a team of producers, anchors, editors and field reporters working on the noon newscasts across two channels. According to Haley, the best stories come from community engagement – listening to the buzz around town, hearing what local citizens are talking about – and then figuring out how to cover the story. She believes that Austin has an engaged audience and people in the city really want to talk. At KXAN, social media is a huge tool for listening for potential stories. Other key take-aways from Haley:

  • Make no mistake, there is limited “on air” time, so Haley recommends that PR professionals pass story ideas and news to the digital side to get more bang for the buck. Using multichannel media is a great way to disperse the message, and it is how stories evolve, especially when it is resonating with people. Haley also says the evolution of media means that things are moving faster and faster, things get lost, so PR folks should try more than one platform to tell their story.
  • As an on-air journalist, Haley has to think of the bigger picture, but often times receives “micro” pitches from PR professionals. Pitches have to be bigger than just one thing. It is important to think beyond your client or your one story – try to make connections that could turn into bigger feature stories.
  • Her biggest challenges as an on-air journalist is always trying to be the first with the story, but to also to get the story right and do it better than anyone else. Erin believes that, for TV journalists, the challenges haven’t changed much, but the ways of approaching them are changing. Her two biggest pieces of advice is to not send video to the newsroom (they have to shoot their own) and to not send gifts to on-air journalists.

PR Crisis Management: Always Be Prepared

photo credit: PR Pret-A-Porter, Crisi Management: Titanic Case post

Over the past several months, my Netflix account and I have been BFF’s. After listening to my colleagues go on and on about all of the great television series I’ve missed out on over the past, oh, eight years, I decided it was my mission to become more cultured in my television viewing, and ditch shows like American Idol and Dancing with the Stars. I started with AMC’s Mad Men, then made my way through NBC’s Friday Night Lights – television at its best in my opinion.

Most recently, I’ve started watching ABC’s Scandal and AMC’s The Walking Dead and realize that both shows have a common central theme – crisis management on steroids! Both shows deal with crises in very different ways – obviously taking down zombies is much different than taking down a dirty politician in Washington D.C.  But, the chosen profession for the main characters in each show very clearly includes “crisis management” in their job description.  Olivia Pope on Scandal is a political “fixer” which means she is a lawyer/PR specialist who handles the problems of the rich and powerful in Washington D.C. Rick Grimes on The Walking Dead is a local sheriff in small town Georgia, leading a rag tag group of survivors in a post-apocalyptic world and constantly tries to figure out how not to get overrun by herds of hungry zombies.

But, in the real world, crisis management involves more than a highly paid TV writing team and good actors.  You need to have a plan. If you don’t have a crisis management plan solidified for your organization, there are plenty of resources available online for professionals in all industries. For PR executives, I suggest taking a look at the blog “10 Steps to Managing a PR Crisis” written by Marc Cowlin of Meltwater News.

Marc’s blog includes his playbook of crisis communication best practices that he’s learned over time.  His tips for a seamless PR crisis include:

Take a deep breath. When a PR crisis comes about the first thing you need to do is: nothing.  Stop, close your eyes and take five slow deep breaths. We make better decisions when we are calm and in control than we do when we are panicked.

Circle the wagons.  Take a few minutes to get in touch with all customer facing employees (other PR team members, the social media team, customer service, etc.) Brief them on what happened, the steps you will follow to react to the issue, initial instructions on how/if they should communicate externally, expected timeline for reaction and how they can help.

Investigate what happened. Now that you’re calm and everyone’s informed, you need to get the full story. Use your connections in the organization to determine exactly what happened. You need to know the entire story from an internal perspective, and how your customers perceive the incident externally.

Understand business impact. Is this PR crisis having an immediate impact on business? Will it have a future impact on the business? Before you react, it’s important to know how your decisions will impact the business, revenue and your brand reputation. 

LISTEN UP! Use your PR and social media monitoring tools to take the pulse on the reaction of the media and your community. This step will tell you if the crisis has made it to the attention of your customers or media yet. From there your goal is to gauge the significance of the PR crisis: just how big is this issue?

Decide on corporate position and messaging. Armed with the full story, an understanding of the business impact, and a complete picture of the reaction so far, you will have a clear idea of the position your company should take. From there you can write up a quick messaging platform and get buy in from your executive team.

Make decisions on channels of distribution. Based on your corporate positioning and overall messaging, you need to determine the channel/s that best deliver them to your audience. These days there are many channels to consider: you can post on your corporate blog, through social media, in a press release, directly to the media, or a combination. When making this decision, keep in mind the basic differences in each channel. Every situation will be different, and you’ll need to use the info you’ve gathered so far to decide on the best distribution.

Get the word out. You’ve done your homework, gotten the buy-in on messaging, and have decided on distribution channels.  It’s now time to get your message out to the channels you’ve chosen.

Monitor reaction and react as needed. With your message out in the world, you need to circle back with your public facing teams. Is your PR crisis still a crisis? What happens next will ultimately depend on the reaction of the media, your community and in social media. There are no hard and fast rules and you’ll need to make the call in real time.

Learn from the process. Everything you learn will help your company understand how to avoid future crisis and will help you to efficiently managing your next crisis. Take what you’ve learned and apply it to the next time you have a fire to extinguish.

As PR professionals, it is our job to be prepared to help guide our clients and teams through a crisis quickly. According to Brian Ellis, owner and executive vice president at PadillaCRT, the first 48 hours of any crisis are crunch time. “If you are not ahead of the crisis by that timeframe, it’s likely it will run you over,” says Ellis.

On the flip side, with any given crisis, there is always opportunity. John F. Kennedy once said, “When written in Chinese, the word ‘crisis’ is composed of two characters. One represents danger and the other represents opportunity.”

Here’s hoping that the “danger” part of your crisis doesn’t include zombies!

Spambots? I don’t think so.

I can’t think of a single person that likes to receive spam of any sort. It’s particularly obnoxious when it stacks up on your dining table, or backs up your inbox on an already hectic day. I hate it, you hate–we all hate spam.

One of my least favorite parts of being in PR is being considered spammy—say someone feels I have spammed them, when I think I reached out to them in good faith. I’ve done my research; I thought there was a connection. It’s a fairly common (mis?)conception of the public relations industry that as a whole we sit around plotting ways to send a release to as many people who DON’T care as possible. This begs the question, though, of why we would do that? It’s a waste of our time to reach out to people who are outside our clients’ interests. Maybe for true spambots it’s done out of laziness, but it’s a fact that individuals/outlets directly interested in a piece of news are the easiest coverage to secure, and low hanging fruit is the easiest fruit to harvest. It makes no sense to purposefully target anyone not interested in your topic—it yields no desirable response and serves a very poor ROI on time, indeed.

We take media relations very seriously at KG; in fact, building relationships with editors and writers in the verticals we serve is one of my most favorite parts of being in PR. We meet a lot of truly wonderful individuals and count many of them as friends. We build our media lists carefully, a combination of organization knowledge based on personal relationships built over time, and time-consuming publication- and individual-specific research based on industry and topic. In addition to day-to-day updates, KG goes through our active lists in their entirety annually, if not more often, to make any additions or deletions necessary as our clients’ products and services evolve and media outlets’ coverage areas change.

Of course, we’re not perfect. Here lies what I consider to be one of the challenges of modern-day, long-tail PR, where everyone has a website and/or a blog and everyone’s contact information is in the public domain–it simultaneously grows both more and less difficult to perfectly target the most relevant audience. It’s easier than ever in the Internet Age to search for and identify someone who covers your topic, let’s say Self-Propelled Gizmos, but it can also lead to more mistakes. The long tail benefits PR folks since there are so many niche outlets to cover your specific topics, but the niches become so, well, niche, that it’s all-too-easy to inadvertently reach out to someone who covers Green Gizmos but not Self-Propelled Gizmos.

Just because someone has written about Gizmos before, doesn’t mean they still cover them, and can sometimes take offense that you don’t know they now cover Doo Dads exclusively—of course Google can’t broadcast internal editorial decisions, and unlike the newspapers of yore that were trashed at the end of the day, past (and sometimes very recent) coverage of Gizmos lives on online, occasionally leading well-meaning PR folks astray. Someone’s name can make it onto a registered press list for a Gizmo show, when in reality they’re not press at all and couldn’t care less about your Gizmos. The myriad of ways one could inadvertently contact the wrong individual is enough to make you paranoid.

In the end, I find the best solution is to just be human, after all, we are human, not spambots. Do your best to research and reach out to only relevant media contacts. Respond sincerely when a media contact lets you know a mistake has been made. Fix the issue so as to not repeat the mistake. Know you did your best and that sometimes these things happen, and you will do better in the future. Amen.