Media Relations: 101

Media relations is a form of public relations. The main objective of media relations is to educate the media (newspapers, radio, television, websites, e-magazines and so on) to report on a company’s objectives, accomplishments, and management accomplishments.

In order to effectively promote a company, media relations entails developing and maintaining tight connections with the media. With this article, let us understand the concept of media relations and its importance in today’s cutthroat world.

First things first, know the target audience and what popular publications they consume

Your target audience is the particular demographic of customers most likely to be interested in information about your product or service and, as a result, the group that should see your advertising efforts. The target audience may be determined by a variety of characteristics, including age, gender, income, location, and hobbies. Every year, $37 billion is lost on ineffective advertisements that do not draw in the intended demographic, hence determining the right demographics to reach out to is a must.

Creating a media list

Once you know have determined the target audience, the next step is creating a media list. A media list is a document that includes a list of media contacts, including journalists, reporters, media influencers, bloggers, and others. It is also frequently referred to as a press list or media contact list. They are used to compile a list of pertinent recipients to whom you may send a press release or news item. Targeted PR media lists often contain media sources from a certain region and/or sector. Some are more inclusive, like a country-wide national media list with contacts.

Using the built-in search feature on Google and other networks like Twitter and Linkedin, you may manually find media contacts. Try concepts like "tech reporter" or "food blogger Singapore" in your searches. You can also leverage dedicated platforms like Telum to find relevant media.

Develop story angles that journalists will find newsworthy and compelling

PR specialists frequently spend years honing the fine art of developing and selling a story to impress someone else through research and relationship building. There are some fundamental dos and don'ts, even though there may not be any absolute guidelines that apply. In essence, we all want our stories to be successful. While the methods for doing that are undoubtedly countless, the following are a few to keep in mind:

Contrary to popular thought, being clickbait is OK- on occasion. Your introduction, beginning with the subject line, must be so compelling that the dreaded "delete" button is not pressed before the email has even been opened. Take a look at Airbnb's pitch, for instance. The main lesson is that "the hook" is the focus of their introduction.

The use of conventional storytelling conventions in your PR pitch will provide readers with a familiar framework, which may improve their comprehension of the intricacies of your tale or cause them to feel an uncanny sense of familiarity. 72% of PR professionals believe that storytelling is crucial for media relations.

Leverage self-generated content

Utilize a combination of self-generated content, such as bylines or contributed articles and “pitches” to media. The latter will be written or reported by professional staff reporters, writers, or producers.

Interact with media to develop solid relationships

Show the media person why you're interested in them in particular, and if they've shown interest, think about calling them instead of emailing them as a follow-up. If you've already worked with the media person, a call for your initial pitch can also be effective.