As I adjusted to my new PR/Communications position at an affiliate of Habitat for Humanity, I developed a MILLION questions. Even though my past internships allowed for a great deal of practice at writing a press release, I never took a stab at handling media relations. How was I going to get my news noticed!? After a plethora of mini panic attacks I reached out to Deirdre Breakenridege for guidance. She is a pioneer in the world of PR 2.0 and one of the creators behind the Twitter run #PRStudChat community. Deirdre is constantly on the edge of industry developments and somehow still manages to help as many upcoming PR pros as she can. I think of her as a mentor to the PR industry, and was ecstatic when she agreed to answer some questions I had as a newbie.
- How did you first start building your personal media relationships?
This is such a great question, because the way I developed my personal media relationships at the beginning of my career is so much different than the way I meet and cultivate relationships with media today. Recently, I participated in an interview that discussed my media relations approach when I started out in public relations. I mentioned how I would go through the Bacon’s media books and look for the appropriate media outlets. I used to call each outlet, and, in most cases, inquired about who covered a particular beat or subject matter. At times, it was a daunting task, especially if the project was large and required national print and broadcast media coverage.
Starting out, I was no stranger to picking up the telephone and making sure that each and every contact was verified and interested in a client’s announcement. Sending out a news release to someone who wouldn’t find the information of value was wasting precious client dollars. Once you gained attention from a media contact, and worked with a journalist to build a story, you kept that person close to you and well informed. I would always reach out to reporters and editors often sending them interesting articles and notes, when appropriate. I didn’t need a news release to start a conversation. And, as much as there was turnover at media outlets, you followed your contacts and always updated your “house” list so that you know where that journalist landed (hoping to have a friend at a new magazine, newspaper or trade journal).
It’s always been so important for PR professionals to have good relationships. My relationships were built on trust, respect, honesty, transparency and my ability to be accurate and deliver timely information. I learned early on that if you can be a great source of credible information to the media then they call upon you (or your clients) as an expert source. Of course, today, we strive to achieve the very same relationships with the media and all of our new influencers. I believe that the universe of opportunity has expanded greatly with media because it’s actually easier to meet and build relationships through social media. You can do this quickly and become that expert resource in a shorter timeframe based on the information you bring to the journalist or blogger. The Web allows us to use tools to dig deeper and uncover material to provide more in depth information than ever before.
- For newspapers, do you always use a personal pitch rather than sending a press release?
With newspapers it varies. There are times when you send out news announcements via a news release to a database of journalists at different newspapers. However, each journalist and outlet was carefully researched or they were contacts that I had a relationship with in the past. With respect to researching newspapers (or any media outlet), it’s important to uncover the appropriate editor who will take an interest in the story idea. Newspapers have editors for a variety of topics from business and health to the arts and entertainment.
Then, there is the personal pitch for a feature story, an exclusive or to offer a company expert. If I knew the journalist was covering a relevant story and I had a client or company that could offer valuable insight at the time, I would use a personal pitch. A few tips when pitching a newspaper include knowing the subject matter really well, and why it’s important to the public. I was always successful when I pitched specific ideas rather than really broad topics. Newspaper journalists appreciate a targeted idea and the “go to” resource that will provide a suitable and interesting story for their readers. And, it’s always important to make sure that your idea is timely and relevant for readers.
My last tip is to place yourself in the shoes of the journalist. If you think like a journalist, and ask the questions that he/she would ask about a topic, then you can be better prepared when you pitch your story.
- How do you stick out as a PR professional to reporters?
I think it’s so important to do your homework regarding media outlets and reporters. It’s beneficial to know their background, writing interests, community and to really dig into some of their recent work before you make contact. You have to look at your media relations (or blogger relations) work as an opportunity to build a relationship with a journalist, it’s not just to pitch a story and get coverage. For example, a recent #PRStudChat question probed this very topic. During a session with Joe Ciarallo, editor of PRNewser the following question was raised: How do PR pros get your attention? He gave several excellent answers, but the one that stood out in my mind was that you send links, ideas and comments that have nothing to do with you or your client, but provide information that you think journalists will find useful. This is an excellent way to set yourself apart as someone who is not just looking for a story, but a PR person who can be a proactive and relied upon resource to build stories.
Another way to stand out with reporters is to be timely and to help them reach their deadlines. When a reporter contacts you, they want timely information and details. If you are able to quickly set up an interview or direct them to the right resources, your help will go a long way. With media outlets cutting back on resources over the past several years, reporters are faced with additional beats to cover, and the need for finding good content quickly. If you can be that source and deliver what they need on time (and the information is newsworthy and accurate), then they will come back to you for help again and again.
- Do you use any online tools to help your efforts?
There are so many great resources to help with your media outreach and media relations work. It’s important before you start sending out news releases or pitching a story blindly to do your homework. There are many PR media services that help you to thoroughly research media outlets and blogs, the journalist’s area of expertise, editorial calendar opportunities and the best way to pitch a specific outlet or editor. A few resources that provide these services to communications professionals are BurrellesLuce, Cision and Vocus. They help you to track down the appropriate journalist and to create a targeted outreach program for your news announcements and to pitch your story angles.
Another service that I think is tremendously helpful is HARO (Help A Reporter Out), which was founded by Peter Shankman and recently acquired by Vocus. HARO is a terrific service because it’s a daily opt-in newsletter that provides PR professionals with information on specific opportunities with various media outlets/journalists and blog interviews/articles. According to the website, as of this date, HARO has grown to include over 100,000 sources and has almost 29,500 journalists, who are actively looking for expert sources to interview in areas that include everything from finance and business to travel and lifestyle.
Of course, if you are looking to release a timely and newsworthy announcement by targeting mainstream news, then a wire service can provide you with the reach that you desire. I’ve worked with several different services including BusinessWire, PR Newswire and Marketwire. However, today there are new services including PRWeb that not only allow you to reach mainstream and major search engines but also to reach bloggers/new influencers as well. Today’s wire services are also offering PR 2.0 capabilities, so that news releases have collaborative sharing tools, the ability to comment and track back as well as interactive and multimedia components imbedded in the release.
Filed under: Public Relations, Advice, Deirdre Breakenridge, Interview, Media Relations, PR
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