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Media Relations: What Not to Do and What to Do

  

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Getting media exposure is one of the primary reasons why companies or organizations retain public relations (PR) consultants or agencies. When reporters write about a company, organization, product/service or person, these articles can shape public opinion to care or to take action. 

Not all companies and organizations have the same understanding of what it takes for PR to secure media interest.  We think it is beneficial for PR professionals to create and review on a regular basis with their clients the principles that guide media relations.  These principles vary firm to firm. So here are Kaimen's own set of guiding principles of media relations.

1. No one owns media relationships.

It's important to assume that all journalists are independent thinkers with ethics and editors to follow. Journalists have their own reasons for covering or not covering a story. From an unnamed journalist's perspective, "Just because I know your publicist doesn't mean I will respond or write about every pitch that the publicist sends me." Also, if anyone tries to sell you their PR or media relations services on the basis of how many reporter relationships they know, keep this quote in the back of your mind.

Good media relations are built over time and most of that time is spent understanding the type of stories they may write about. Understand what they have written about first before approaching these reporters. Every pitch should be customized.  Publicists/Companies need to earn the right to have reporters' attention.  Not every pitch is read and not every pitch is going to build goodwill. The goal for every publicist is to not end up on the reporters "DO NOT CALL LIST" - the kiss of death for a publicist's career.

2. Corporate milestones and successes may not be news.

Companies should announce milestones and business' successes with the goal of informing the public and key stakeholders. These announcements should not be made with the purpose of only generating media attention. Another benefit of making these announcements on your company site or crossing the wire is that announcements can be found via search engines and can be referenceable by the public. Getting found is a good thing and creating content helps. In addition, when there is major trouble on a grand scale, the media might be interested in covering the story. Equally so, when major good deeds are performed, this may attract media attention as well.

3. Reporters know when your promo is real and when you are seeking their attention. 

Reporters can usually tell if your press release, PR event, or marketing promotion is for your consumers or for reporters' consumption. Editors tend to shy away from having their reporters cover any story that is even slightly promotional. The learning here is that companies ought to focus their energies on doing what is right for the business and if it is that good, media interest may follow.

4. If no one is talking about you, then why should reporters?

If your company or business is the best thing since the iPad, then yes you may attract media attention. If you have a business that has been around for years and you still look about the same, then media attention is going to be harder to garner.

Another barometer here is that reporters tend to cover what is hip and trendy, what's new and shaping opinion. Does your Twitter feed and Facebook company pages buzz with comments about you? Keep in mind that when your Twitter feed and/or Facebook company pages are lit up with conversations about you, your company, or service, then it becomes easier for reporters to convince their editors to cover you.

Key take-aways:

• Focus on your business and key constituents.
• Stay away from promotional activities with the goal of only attracting media attention. Conversations that start with "Let's create events or ideas to generate media attention..." will not work.  Media attention works best when it is an indirect by-product of your good actions.
• Engage with your Twitter follower and Facebook fans. You can do this by approaching them as focus groups for key promotions. When these followers and fans start talking, it supports reporters' efforts to cover you.
• Media relations should be supporting your marketing activities, not the other way around.

Here are some great articles about hiring a PR or social media firm that may be of interest:

1. Secrets for hiring a great PR or social media firm by Yan-David Erlich in PRWeek.

2. Six Reasons Not to Hire a PR firm by Jeff Silber in New York Enterprise Report.

3. 5 Tips on Hiring a Public Relations Firm by SCORE.

4. How to Hire and Get the Most from Outside PR Counsel by O'Dwyers.

@2011 Kaimen Company.