Media Relations Simplified

Media Relations has changed since the introduction of the web. And so has the rules. Sending large groups of reporters the same pitch or materials is not a viable option. Scott goes as far as saying, "nontargeted, broadcast pitches are spam," along with, "news releases sent to reporters in subject areas they do not cover" (346). So, what can you do? Or, better yet, what should you do?

Scott offers 14 new rules for media relations, however, I consolidated the list down to 5.

Here are 5 rules to remember for media relations (modified from Scott's 14):

Rule #1: Let reporters find you by maximizing your exposure.

Scott asserts that if your website content and online media room are strong, reporters will find you though search engines. This could lead to reporters interested in your field finding you directly. So, optimize your SEO, include photos and videos to your online media room and make your organization busy with news releases.

Rule #2: Pitch blogger.

This one is two-fold. Your story will be put on display for your customers and reporters may read the blog post as trend research or story ideas. So, in a way pitching to bloggers has the potential to do the pitch work for reporters!

Rule #3: Make relationships.

Yes, make real relationships, not just one-way pitches. Start small by commenting on their blogs or tweeting at them. Interact. Have a conversation. This will allow you to share your passion, and pitch, over time, if they are interested in reciprocating the relationship.

Rule #4: Show how your product solves problems.

As Scott says, "Don't tell journalists what your product does. Tell them how you solve customer problems" (346). Avoid the traditional pitch, instead show how the problem is solved.

Rule #5: Target your pitches.

Do your research. Find out as much as you can about the reporter, or blogger, you are pitching to. What kinds of stories do they write? What topics are they talking about on social media? Customize your pitch to the person you are pitching to.