Media Relations: Rate how equipped and proactive you are

published 2005

How well are you or your organisation really handling your media relations?

Too many organisations feel they are handling their media well just because they prepare and release media statements when the organisation is doing something they think may be of interest. 

However, that’s only a starting point. Good media relations practice is about planning and implementing a series of activities, always with the ultimate aim of ensuring your organisation gets the coverage it deserves.

To assess how well equipped you are, ask yourself these questions:

1. How up-to-date is your media information database?

   Media personnel change jobs and their responsibilities constantly.  If you are relying on a printed reference guide the chances are that your list is out of date.

   Large organisations that can justify the cost, or pr agencies that work for a range of clients, subscribe to on-line media databases that list hundreds of journalists by title, and the records in these databases are constantly update.  If you are serious about media relations then you should be accessing such systems.

2. What depth of knowledge do you have regarding your target media?

   You should know the preferred media release delivery method (fax/email/etc) for each contact and whether they like pitches via email or phone.

   Do you know the specialist interests of journalists who write in your area? For example, not all IT journalists write about enterprise level solutions.  Some focus entirely on new technology, whilst others have a preference for customer stories.  The same applies to consumer electronics… some specialise in digital photography where others are searching for home entertainment angles. 

3. What records to you maintain on media you deal with?

   Dealing with the media is similar to running a Customer Relationship Model - you need to track every contact you have.

   If you are serious about your media relationships and are the knowledge gatekeeper for your organisation, then information is vital. You should not only have a database of media, but a system that enables the history of your relationship with every media contact you work with.

4. How good is your system for distributing media releases?

   Distribution is a key function of media relations - as these days journalists are deluged with information.
   
   Those who can justify the cost of an on-line data bases, also have the capability to automatically distribute to media by the method of individual preference.
   
   It’s also worth noting that some spam filters block emails with lengthy bcc lists of recipient addresses.

5. Do you actively search for media features and supplements?

   Many organisations simply don’t take a proactive approach to looking for media opportunities.  They think they are doing their job by preparing releases when there is a deal, new product or a corporate announcement.

   If you are seeking to have a profile in the media you, or your PR agency, should be looking for opportunities in features and supplements. Most publishers regularly release information two to three months in advance.

6. Do you scan the media for general opportunities?

   Do you regularly scan all the media about your industry to search for opportunities to leverage?

   Do you identify journalists who seem to like to write about particular topics?  Do you identify emerging issues, or topics which might give your organisation and opportunity to be included?

7. Do you really think about what the media is looking for?

8. Whenever you are preparing material for the media, you should write it with the journalist (not your boss) in mind.  Journalists are very busy people, so the more tailored the writing is in terms of style and length for their publication, then the easier it is for them to use.
   
   Think about what the journalist may want. What types of articles does each publication run?  There’s little chance of building a relationship with a journalist if you send through something that either misses their mark subject-wise or is in a format that makes it hard for them to turn into a story that fits their style.

9. How often do you pitch stories to media?

   If you are serious about obtaining a good level of visibility in the media you should be regularly identifying opportunities and pitching story angles.

   Pitching is an art. Where releases can be used like shotgun pellets, pitching is like using expensive single-shot ammunition. You must be 100% on target, and that means getting everything right, from the details in your media database, to your story ‘hook’ and through to the way in which you craft your pitch.

   If you know the journalist well, then a phone call is probably the best way.  If you don’t, then you will have to write a pitch email that is as compelling and it is concise.  Remember, the pitch is not to get your story in the publication; it’s to get the attention of the particular journalist - to make them want to know more.

10. What personal contact do you have with media?

    How long is it since you took the initiative and picked up the phone and spoke personally to an important media contact - or had a meeting?

    To be successful in media relations you need to establish personal relations with media that are important to your organisation. Journalists are busy people and increasingly it is difficult to get time with them.  But if you and your organisation are important to the journalist he or she will make the time to meet with you - providing you make the effort (and you have done your homework and what you have to offer has relevance).

11. Have you created an on-line resource for media?

    These days’ media expect to be able to access information about organisations electronically.

If you want to be reported on more regularly, and be seen as a source of information for media, you need to provide an on-line resource - commonly called an on-line newsroom. 

This should not only contain copies of all your media releases, but should also provide profile information on the company, key executives and key products. Additionally, any on-line resource for media should contain images that media can download to support any stories they may prepare.

Test how organised and proactive you are in handling the media.

Score yourself on each of the 10 questions above on a scale of 1 to 3 (3 being excellent/well prepared, 2 being OK/average and 1 being poor/ill equipped).

If your total is 24 or above your can regard yourself, or your organisation, as being well equipped and proactive in your media relations.

Between 15 and 23 you are largely going through the motions in your media relations. There are quite a few gaps to address.

If you scored under 15 you really aren’t equipped to handle this area. You have an urgent need to address your media relations preparedness and capability.