subject: Connecting With The Media For Pr Success [print this page] PR success can only come from creating and cultivating healthy relationships with the media. From the very beginning youll need to connect with the media in such a way that proves to them youre a unique expert who can provide their audience with a fresh perspective. When it comes to connecting with the media you need to make it clear you can offer the media something that no one else can.
Heres a few ways to connect with the media to guarantee PR success:
Brand Your Messages
When you connect with the media youll need to speak about your brand succinctly. Its imperative to talk about who you are and what you do in no more than three sentences, making sure those short sentences sum up your brand powerfully. Double-check what you say so you distinguish yourself powerfully from your competition. In your pitch start with an introduction on who you are as an expert and then follow-up with more news and story angles created specifically for their beat.
Use Online Press Kits
When you connect with the media over the phone, they will say one of two things: 1) I pass, or 2) Send me more. Just because they say I pass now, doesnt mean they will pass on you forever. Theyre simply saying they arent interested in the news hook youre giving them today. Youll rarely hear, Quit contacting me. Either way, dont take it personally. But when the media says Send me more, send them your online press kit link (never send attachments unless you clear that with them first) and a personalized email, just for them.
Use Breaking and Seasonal News
When youre researching new media connections take note of breaking and seasonal news most relevant to them and the media outlet. Its the best way to introduce yourself. Say something like, Celeb X is back in jail and I noticed you were covering it. I have something to say about it as Im an expert in X. Have a second? or Its July and I bet youre already working on your December magazine. The advertising section of your website says you work six months in advance. Might you use information about X product? It would be perfect for your readers in December. If you can provide a fresh take on a news story theyre working on, it will definitely increase your chances to build a quality relationship with the media.
Connecting with the media can be a frustrating endeavor so its important to never take rejection personally. Just keep doing what youre doing, making tweaks along the way. Remember, if youre always striving to make the medias job easier, youll be sure to see results.
