Public relations with the media can often be tricky. On the one hand, journalists get tired of receiving information and press releases that have nothing to do with the medium for which they work; and from public relations agencies or any communication department, they get tired of going after them trying to get them to publish some news related to the brand they are in charge of. There really is no certain science other than the ability of the PR to manage these relationships, however, in this post we wanted to list some of the basic tips with which to improve relationships between each other:
Public relations with the media can often be tricky. On the one hand, journalists get tired of receiving information and press releases that have nothing to do with the medium for which they work; and from public relations agencies or any communication department, they get tired of going after them trying to get them to publish some news related to the brand they are in charge of. There really is no certain science other than the ability of the PR to manage these relationships. However, in this post we wanted to list some of the basic tips with which to improve relationships between each other:
Define your goal
One of the things that annoy a journalist the most is seeing their email inbox full of impersonal messages that do not match the topics they usually write about. For this reason, it is very important to only send the information to the journalists with whom you really want to contact.
But how to identify them? A good way is by looking for news that they have written about your topic of interest, about your sector or about the competition. By analyzing this type of communication media, you will get to know the way in which these journalists write and you will be able to send them only the information that really interests them. Our suggestion is that you carry out this search through monitoring or follow-up tools that facilitate your work.
Take care of journalists
No matter how enthusiastic you have about your message, it has to be understood quickly: a journalist is not going to spend three hours reading your press release and trying to understand what you want to say. If you don’t understand it, it will change the subject, so you have to make sure you convey a clear and precise message. As I have said before, journalists have a lot of topics to discuss and our goal is to make it easier for them by providing content with simple headlines and indicating the most useful information (who, what, when, where, and why) through short and clear sentences that can be copied and pasted. It is not the most appropriate option if we look at it from their position. But due to the little time they have, they have to make their work easier.
The same happens with the images, we must bear in mind that we have to send them in high definition. In this way, it will be much easier for the journalist to publish some news about us in their media. I invite you to read our last article with the 7 keys to make your press releases more visual.
Create a Public Relations strategy
With the rise of social media and access to information from anywhere, the way journalists work has changed. And continues to do so continuously. Now they need a different type of information, which they can highlight. Hence the importance of favoring them with advances, exclusive or with embargoed communications. But you must be careful, when you grant exclusivity to a single medium this reduces your number of appearances. Although yes, they will be publications of much better quality.
A platform like GPS Radar can help you digitize all your press materials. So that sharing them with the more than 50,000 professionals in the sector is immediate. Public relations with the media have changed a lot. And the digital environment is key to facilitating any type of interaction.
Be flexible and be available in public relations with the media
Hmm, did I say that journalists are very stressed people? When you contact them to raise an issue, make sure they can access all the information they need. In addition to knowing if the spokesperson for the company involved will be able to assist you in the following hours and days. This availability is a quality that journalists value highly because they work under the “pressure” of immediacy. But you should also bear in mind that even if you have the news of the century. A journalist will not go after you to get more information.
In relation to the interviews, it is good that the spokesperson who will represent the company does a previous practice. Why? Because not everyone is suitable to appear in the media. Because not everyone knows how to be a good “communicator”. Or transmit messages well and, if they fail at this point, this interview can end up being detrimental to the communication of the company and its own image.
Maria Grazia Chiuri, the current creative director of Dior, is an example of a wonderful communicator to draw inspiration from …
On many occasions, public relations agencies require journalists to read the articles before they are published. In order to make their own corrections. Faced with this situation, the journalist must know that he is not obliged to do so. It all depends on how the medium works, how it is written, the topic in question, the approach is given. The time that passes between the interview and the closing of the article, etc. Of course, you can ask, but you should know that you have to understand and accept that the journalist has no obligation to show you the article.
Keep relationships active
Convincing a journalist of how interesting your information is and getting an article about it published in a good medium does not imply that your relationship with the journalist will continue. Remember that you must continue to regularly inform him of the news that is related to his section. Invite him to events, meals and thus introduce him to a field in which he surrounds himself with people with experience or of special importance. This will not make you appear on their VIP list or will make all your news published. But it will make your messages stand out from the rest of the messages they receive from other brands, providing quality communications.