As we watch the Internet’s evolution, the introduction of mobile news, and the growth of social media, we tend to think that media relations is also changing. Not really. True, communications technology is changing, but media relations itself remains essentially the same.
We already know the media relations basics, right?
- Do your homework and research.
- Think like a journalist.
- Write a catchy headline or subject line.
- Know who you are pitching.
- Use the K.I.S.S. method – keep it short and simple.
- Be honest.
- Know your story and why it’s newsworthy.
Most importantly, in the words of Jon Greer, “If I could wave a magic wand and change one thing about PR, it would be this: to make all press releases and PR pronouncements about the interests of readers, users and editors, not about the organization issuing the press release.”
What is changing is how we get this information in the hands of the media and the format. (Reminiscing break: remember when you used to stand at the copy machine and spent hours stuffing physical press kits with printed releases, photos with caption stickers, and any other collateral you could think of? I sure do!)
Now, all press releases need to be multimedia. Print publications may use a video for their website. Radio and TV stations may not only use the audio or video sound bites, but also a printed story for their website.
Sternal Communications Understanding Marketing site recently published a PR Checklist for Media Relations to help you ensure your story is strong enough to make it through the newsroom clutter.
What are you doing differently these days to make sure your media relations program is successful?