The media relations manager is a key figure in the world of public relations and communications. As a media relations manager, I am one of the architects of my company’s public image. I bridge the gap between my company and the media. For me to be able to do all that is expected of me, I need a strategy— a media relations strategy.
I had an encounter with an intern in my company during a brainstorming session on ways to project our office message to the public. To my amazement, this intern started bringing out strategies we could use to achieve what we wanted. It was really a challenging moment for me because I was astonished at the level of strategies the intern spoke about.
Since I started working as a media relations manager, it has offered me many attractive packages, such as the opportunity to modify my company’s image in public and work with the company’s senior executives.
But for me to be a successful media relations strategist, I had a lot of strategies that helped me achieve what I have achieved in these years of my career. As a media relations manager, I have learned that media relations strategy helps outline my goals, messages, tactics, and evaluation methods for my media outreach efforts.
In this article, I will dive deep into advancing your media relations strategies, next-level strategies specially made for experienced media relations managers.
Using these tips, you can build stronger bonds with journalists, and snag awesome media coverage to boost your brand’s message.
Key Points
- A media relations manager is a key figure in the world of public relations and communications.
- Media relations strategy is the approach that one uses to engage with the media to build mutually beneficial relationships
- The media is now complex, multi-channel and It is always on operation.
- Knowing who your audience is, is the first thing in any carefully thought-out relations strategy.
- Always include influencers in your strategy planning. The social media world is based on influencers.
What Is Media Relations?
I attended a conference sometime in August, and the speaker Margaret Ash, said, “Every company or brand needs a good relationship between them and the media.” Immediately, I said to myself that what media relations means is the act of constructing and maintaining relationships with media networks for a beneficial business relationship. I can also say that media relations is the act of working on good terms with the media to portray the objectives of your organization.
Media relations is an act of public relations. It is also the management of communications between the producers of news and features in the media and an organization. Its aim is to enlighten the media to report on a company’s objectives, achievements, etc.
Furthermore, there is a mutual relationship between public relations professionals and the media. Strong media relations can help you grow your company’s visibility.
Importance of Media Relations
There are so many benefits of media relations that I have found out, which I will be sharing, with you in this article. Also, the media relations strategy supported my media pitching efforts because it increased my chances of getting positive coverage, enhanced my credibility, and created long-term partnerships with the media. They include:
Efficiency: In the early years of my work, I was busy paying for ad campaigns to promote my company but it did not yield much profit for us because the strategy was not good. Ever since I researched media relations strategy well, I found out that having the best strategy maximizes my company’s brand’s free and organic exposure. It will be a huge payoff when the right journalist picks up your story.
Brand Visibility: I wasn’t using the media for my company’s ad, but I talked with Mr. Stan Ndu, who told me the importance of using the media for my ad, especially using people’s favorite channels or popular influencers that people follow. I tried it and a lot of people are now aware of my company and my company is growing. Likewise, if you want your company to be visible, you need the media.
Building Relationships: You must build valuable relationships with journalists. You need to give journalists good stories if you want them to trust your PR team more in the future.
Ready for Crisis: Also, you must establish media relationships that will control your messaging during a crisis.
Read Also: Top Media Outlets in 2024: A Trustworthy Guide for Authoritative News Sources
What Is a Media Relations Strategy?
Media relations strategy is the approach that one uses to engage with the media to build mutually beneficial relationships. It is also a way of figuring out a message and distributing it to the appropriate media so that the message will reach the target audience.
If you are relying on the media to share your message, there is also a need to create a media relations strategy.
Dorathy Isha said, “Media relations strategy is the calculated deployment of the media to tell the story of an organization.” She said this at an event I attended. I also noticed that the “media” is broader than it was before. Therefore for your brand to grow, you need to have a cordial relationship with the media, and you also need to write the correct messages you want the media to showcase to the public
Read also: Media Relations: Everything You Should Know (Updated)
Importance Of Media Relations Strategy
I also found out that the media doesn’t include print and broadcast journalism. It now includes social media and the internet, which doesn’t sleep. The media is now complex, multi-channel and It is always on operation.
This is the reason why you need to incorporate a media relations strategy so that you can be able to approach the vast landscape effectively without spending or wasting time or money.
Furthermore, I also found out that there has been a major change in the journalism industry. A strong media relations strategy is more important than executing and creating campaigns.
Elements of Great Media Relations Strategy
When I wanted to start up my media relations strategy, a good friend who is also a colleague told me that before anything, I should know my options. She also told me that there are elements that make up a media relations strategy. For your media relations strategy to be strong, you also need to know and keep your target audience and preferred media outlets in mind.
Therefore, I will discuss the key elements of a great media relations strategy that have helped me in my work. They are
#1. News Updates:
I registered in so many media outlets so that I could receive their news updates. I also choose from many topics like entertainment, sports, etc. Therefore, it is expedient that you receive these updates, which will surely help your media relations. You need to stay informed and also be relevant.
#2. Keyword Updates:
Whenever I receive keyword updates, it makes my communications more proficient. These keywords help me to communicate properly with people. You must get these updates because it will help you in your communication, especially when sending a message to the public about your company.
#3. Contact Lists
I have a list of useful publications and contacts. People do leave their jobs, or their positions can change in their workplace internally, This makes me always update my contact list. You might meet someone today, and when you need the person, their contact information might have changed so your contact list must always be updated.
#4. Marked Calendar
You need a calendar that will help you execute your media strategy. This calendar will help you carry out your day-to-day activities. This will always be your guide.
There was a day I forgot that I had a meet-and-greet with “Donald Ekwe.” It was when I went to my calendar that I remembered. My calendar has really helped in so many ways, so you really need to have your own calendar that is well-marked.
#5. Press Release
You always need a press kit that has contact details, facts, and important items to share. Contrary to what people will say, it is good to have a perfectly written and interactive press release.
I attended a press release at Cheese and Shakes, and I was amazed at the manner of the press release. It was well articulated with facts and numerous important things to share.
Read Also: Social Media Release: How to Write With My Templates (+Tips)
How to Build a Media Relations Strategy
Before I started to build my media relations strategy, there were things I put in place, and those things are what I want to share with you, which includes knowing my audience, knowing how to reach them, etc
Let’s get started
#1. Who Are Your Audience?
Knowing who your audience is, is the first thing in any carefully thought-out relations strategy. You need to know the audience you are targeting and their preferred outlets so your messages will be tailored accordingly. Where you go is determined by your audience.
For example, if your targeted audience is old people, you can’t be looking for them on TikTok. You also need to find outlets that have the best positioning.
When I wanted to build my media relations strategy, I was tailoring my messages to “X,” and I wasn’t getting what I needed, which was frustrating for me. It was not until I heard someone say, “Where your targeted audience is should be where you are too.”. This made me rethink and check who actually is my audience and where are they?
#2. Know How to Reach Your Audience
You need to plan how to reach your targeted audience since you already know them. Knowing what appeals to them will surely help you when you are writing your messages. It is important to know where your audience goes. Having a digital product means you need to go digital like using vlogs, social media, etc.
Your media materials should be visually appealing through attractive images, videos, and infographics. People’s attention is well captured by visual content in social media.
#3. Choose Your Media Engagement Strategy
You can use writing guest articles for targeted publications as your strategy. Being a guest blogger for targeted news media publications will help you benefit from their audience. Their search engine authority can be at your disposal. Subsequently, you can build valuable and productive relationships.
I engaged with a local media outlet in my area some time ago, they were eager for my news, and the vast audience I got during this time was overwhelming. There is a great need for you to be engaged in media outlets rather than larger ones
#4. Plan on a Strategy
Michael Porter defines strategy as “ deliberately choosing a different set of activities to deliver a unique mix of value”. This applies to many scopes and spaces. With this, I say that strategy is using different, unique ways to achieve something worthy. It can be applied in a service, or set of features.
With this, there is a great need to work out your messaging style and strategy. Plan on your messaging. Will this be daily? Know the designated times to communicate with your audience. The approach you use determines the approach. For example, a newly launched product will have a different approach than the general outreach of maintaining existing customer relationships.
Before I write any message for my audience, I always need a strategy. Having a messaging style has really helped me to know what I am going to write for a particular targeted audience.
#5. Develop Engaging Materials
You need to have high-quality materials that will align with your audience because media professionals appreciate it. When you have high-quality material, it will compel you to tell your story and make it very memorable and relevant to your audience and theirs. A well-told story can foster future collaborations with outlets.
Eli told me a story of how he was able to get a collaboration that lasted for years just because he had engaging material and a great strategy.
#6. Form Productive Relationships
Always include influencers in your strategy planning. The social media world is based on influencers, therefore, you need to create productive relationships. Having a productive relationship with influencers is beneficial for both sides.
Through their credibility and authority, you can make your brand’s message louder. Influencers and journalists need stories, and companies need publicity. You can enjoy the benefits of building up credibility in the eyes of their readers,s which is exactly what you desire, and also be on top of their list as a contact if you fulfill what they expect from you.
#7. Be a Visionary
Your story should be given to the publications. Find trending topics in certain areas on X and also find relevant keywords. Having these can boost your presence, and you will have a greater chance of being a part of a wider conversation and also getting media exposure. Always remember that you need to be a visionary if you want lasting success.
#8. Offer Assistance
Offering assistance to media outlets is a strategy you need if you want to build your media relations strategy. You should always be available for any questions or queries. Give them things they can use like press kits, high-resolution images, and direct quotes. Give them a brief summary, highlighting the basic aspects of the story. Always share on social media.
There was a time when one of my employees was so accessible to media outlets, that she was always available whenever they needed her. I was just watching to understand what she was really doing, but to my amazement, because of the actions she took, we got a lot of attention.
#9. Evaluate Results
There is a need to always monitor your channels and strategies in case there is a need for a change. Being responsive and strategic is a key to good media relations. For a better result, adjust your tactics continuously and adapt your approach based on the data gathered.
Conclusion
Hopefully, by now you have understood what media relations and its strategy is, the importance of media relations, and ways to build a prolific media strategy. You can build long-lasting relationships with the media, which will benefit you and the media, with carefully planned and well-thought-out tactics.
FAQs
What Is the Media Relations Approach?
This is building and maintaining a positive relationship with the media. Through this relationship, organizations can promote their credibility and visibility. They will also have positive coverage of the media which will contribute to their success.
What Is the First Step For Successful Media Relations?
For any media relations strategy to be effective, you need to research your media landscape. Create time for researching the kind of news outlets available.
What Are the Objectives of a Media Relations Strategy?
Building relationships, raising awareness, and growing sales are the objectives of media relations strategies.
What Key Messages Are in Media Relations?
The key messages are the important points of information you need your audience to remember, understand, and hear. These messages articulate what you do, the reasons for your actions, how different you are, and the value you are bringing.
What Distinguishes a PR Plan From a PR Strategy
A PR plan is a separate idea that all PR activities follow. The most general approach is the PR strategy and it is the reason for the creation of plans and campaigns. The executive document that takes a precise form is the PR campaign.
Also, Read
- 7 Must-Try Paid Media Services for Businesses
- MEDIA ANALYSIS: How To Conduct An Effective Media Analysis
- The Biggest Media Alert Mistake Most Businesses Make (And How to Avoid It)
- MEDIA ANALYSIS: How To Conduct An Effective Media Analysis
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