How to Cultivate Media Relations

Posted on: March 9th, 2017 by Wendy Alpine

Like it or not, the press is still a fundamental part of the world we live in. But with today’s many venues for sharing news, the original approach to working with the media has changed. Today, being in the news can have global affects and can be accomplished quicker than ever before. But just because it is easier to spread the news, that doesn’t mean that it is always simple to get the information you want publicized.

This publicity is where working with an established PR marketing firm becomes an invaluable investment. But there is more to it than having the right PR spin. If you want to be noticed, there are many actions for garnering the attention you want for your company.

How to Get Noticed by the Media

·      Be credible – It is vital that the journalists you wish to work with knows that you have the expertise, experience and knowledge to add value to their story. You can do this by being transparent, consistent and by following the standards adhered to by the outlet(s) you are working with. This will not only improve your relationship with the media outlet but with your audience.

·      Be newsworthy – Wanting to be mentioned in the news and having something that will be viewed as relevant are two different things. Know how to identify what is valuable to your intended audience. It is oftentimes easier to begin with focusing on the local level first, and then look for ways to keep the story credible and interesting. Remember, you aren’t just sharing facts, you are telling a story.

·       Be friendly- Your clients will always be important, but you must also build relationships with local journalists. Most reporters are more likely to use your story if they know you and have even a cursory friendship with you.

·      Be brief – Be succinct, but still be exciting. Format your story to tell the pertinent information first then go back and fill in the details. Elements such as an attention-gathering headline, subtitle and lead paragraph plus an attention-getting photograph are a must – especially in a world where people’s attention spans are shorter than ever.

·      Be prepared- Once you have the reporter’s attention, be sure that you are prepared for both the expected and unexpected questions. While you may still get that surprise question, the more prepared you are, the less likely you’ll be caught off guard. In the event that you do get blindsided, consider answering by saying, “That’s a really good question” then segueing into a related talking point with “…but first, you need to know..”

By implementing these tips as well as by working with a company such as Alpine Communications, you can get your company in the news in the way that you want. So, how will you use these tips? Don’t just wait for something to happen. Be proactive in attaining the media coverage you want and need. Give the Alpine Communications media relations team a call today.

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“Alpine Communications devotes high-level perspective to the PR process. They helped us with a product launch, which resulted in significant media placements and much business as a result of the media exposure. I would absolutely recommend them.
Lance WhippleDirector of MarketingLathemAtlanta

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