The task now is to build relationships with those who publish stories focusing on three things: sparking interest, finding common ground and being of value.
Building a media relationship is about service rather than expectation.
As a PR professional your aim is to gain a mention or some coverage and this means providing information that’s of value.A definition of media relations is “the active and personal building of relationships with journalists, commentators and influencers, to achieve the objectives you’ve set.”
Find the stories
First step, is to find the stories - don’t leave any stone unturned until the ‘gold’ is found. Everyone has a story to tell and don’t just settle for the obvious; look for opportunities to comment.
To do this we develop a storyboard of short and long term story ideas, provided as a calendar.
Next is to develop angles based on current or long term issues. In the short term it may be a piece of upcoming news, whereas in the longer term it could be an issue being faced by the business or sector that needs addressing and where you have some insight based on your experience.
When trying to grow your circle of influence think about both Tier One and Tier Two media:
- Tier One includes the main national, regional and local media, from print to broadcast and their associated online channels.
- Tier Two are additional outlets, principally websites, owned by associated organisations or stakeholders with an interest in your organisation.
Selling in the story
Selling in a story or commentary is the next stage, which is the process of encouraging a mention or coverage. This requires research about people’s specific interest areas then providing information that you feel will be of interest.
There are many press release distribution services but when it comes to a story specifically targeted it’s best to send a personalised email and follow up with a call. This approach works well in New Zealand but don’t overdo it - sending too much can also have a negative impact on a relationship.
Review the results
Review the results regularly, identify gaps, revise the approach and go again. Remember if you do receive a mention or coverage send a personal email of thanks, share the link or mention it in a post. A word of thanks or recognition is a simple way of develop rapport.
PR is dead. Long live PR.
A few years ago, there was a lot of discussion in New Zealand about the changes to traditional media and the threat to public relations. Digital agencies blossomed and PR seemed to have been left in the lurch.
Now, nothing could be further from the truth.
With an ever changing and burgeoning communications landscape the role of PR is growing constantly, infiltrating different channels and becoming central to all delivery of messages and stories.
It’s not what it used to be, and that is a good thing. To maximise PR’s value it just needs different thinking.
Jonathan Tudor | Director
I was introduced once as: “here’s the person I was talking about who’s been in PR forever.” Tongue in cheek, yes, but fairly accurate - let’s say more than 20 years and less than 30.
No grass has grown under my shoes, in that time. I’ve worked with PR celebrities and the occasional magician, in the UK, Middle East and New Zealand, and for several world leading agencies.
I’ve served countless well-known brands and businesses, in an eclectic range of industries, worked as an independent consultant and established an agency with a difference, Storicom. Throughout, my passion has been the importance of service, informing and being precise.
The renaissance currently underway for PR is its most significant evolution - communication has become an ever-present management tool to drive a business in the direction it wants to go. I’m committed to helping people achieve this.
Present and Past Public Relations Clients