By: Alyssa Klingler
The rules of media relations have taken a shift on the way organizations practice public relations. As a society, we have evolved into incorporating the use of social media in our everyday life, and that has also played a role in the way consumers view organizations and generate opinions about organizations. Being that consumers are constantly engaged in Twitter, Facebook and Google+, organizations need to be aware of the rules of media relations and learn how to properly incorporate them in our everyday PR practices.
First impressions are everything especially when it comes to an organization and the product they are selling. Using social media sites such as Facebook and Twitter give companies a chance to reach put to a broader audience of perspective consumers. Organizations need to get their products out there and publicized and that where reporters come into play.
Reporters are always looking for the latest trend or product out on the market to write about and the more information they receive, the better the story. This is where incorporating the new rules of media relations come into great effect.
Companies need to use the tool of research to their advantage when they take on media relations. A company who is unleashing a new product they are having their PR practitioner post about they need to see what the media’s interest is. Researching and understanding that reporters are looking for is key to a successful story. This also helps build relationships between an organization and their surrounding reporters.
Below are the new rules of media relations as discussed in David Meerman Scott’s The New Rules of Marketing & PR:
- Nontargeted, broadcast pitches are spam.
- News releases sent to reporters in subject areas they do not cover are spam.
- Reporters who don’t know you yet are looking for organizations like yours and products like yours—make sure they will find you on sites such as Google, and industry sites.
- If you blog, reporters who cover the space will find you.
- Pitch bloggers, because being covered in important blogs will get you noticed by mainstream media.
- When was the last news release you sent? Make sure your organization is busy.
- Journalists want a great online media room.
- Some but not all reporters love RSS feeds.
- Personal relationships with reporters are important.
- Don’t tell journalist what your product does. Tell them how you solve customer problems.
- Follow journalist on Twitter to learn what interest them.
- Does the reporter have a blog? Read it. Comment on it. Before you pitch, read or listen to it or watch the publications or radio program or TVF show you will be pitching to.
- Once you know what a reporter is interested in, send her an individualized pitch crafted especially for her needs.
Scott, D. M. (2015). The new rules of marketing et PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly ; the international bestseller ; more than 350,000 copies in print in more than 25 languages (5th ed.). Hoboken, NJ: John Wiley & Sons.
