We all know and love the fun and ease of Facebook, Twitter and LinkedIn. But when it comes to influencing public opinion, research shows the media rule the roost.
Every week 80 percent of Americans go directly to a news organization – either online, on air, or in print – for their news.1 While Americans might then share or receive that news on Twitter and Facebook, they continue to rely newspapers, radio, and TV as their primary and original source of trusted information.
So for organizations seeking to tell their story, the media remain an essential partner. As a former daily newspaper reporter and 18-year veteran of health care communciations, I use these rules for effective media relations:
- Build relationships. Cultivate relationships with reporters, editors, and producers before you pitch. Make it your business to stay on top of the news and understand what each reporter covers, and aim for a relationship with at least one contact at every news organization in your market.
- Be passionate. Your enthusiasm shows in your voice, your writing, and your follow-up. If you care, readers and reporters will care, too.
- Make it easy for reporters. When you pitch your first story, put everything in place for success. Gather facts, spokespeople, photos, and access to additional experts as needed. If you make it easy for the reporter to do the story, you’ll gain miles of credibility for future pitches.
- Be creative. News comes in many forms: profiles, event coverage, political and business developments, surveys, and scientific results. Think creatively about everything going on in your organization, and then offer multiple story angles to reporters. And don’t forget to craft compelling headlines with a sharp news angle.
- Resource or pest? There’s a difference between pestering reporters and being helpful. I recommend that as news in your area comes up, you informally remind reporters, via email, of the help you can offer.
- Tweet, rinse, repeat. This past month, a client won coverage in two online publications and one online/print newspaper. She wisely shared those stories on Facebook and Twitter, driving readers and clicks. As reporters are measured on their story click-throughs and page-views, do them (and yourself) a favor: use social media to drive traffic to their news.
Want to tell your story to the media? Contact Brand Communications at Rachel@brandcommunicationsllc.com or 303-882-9024.