Download - Building Strong Media Relationships
The Media: Don’t Just Deal With Them . . . Deal Them In!
Presented by Cheryl Bella Sr. Vice President, The Firm Public Relations & Marketing
Building Better Media Relationships
Like any relationship, requires time and commitment
It’s not just about pitching when you have a story
Be where the media is What industry events to they attend and cover? Create a list of key message points even for informal
meetings
Don’t discount the importance of social media
LinkedIn.com
Getting to Know the Media
The three “R”s – Reading, Research and outReach
Keep on top of what they cover Keep on top of current issues
The importance of understanding their audiences
Localize, localize, localize
Become an Information Source – The Value of Member Surveys
Become an Information Source – The Value of Member Surveys
Be a Thought Leader
Partnering with analysts and colleges on commissioned reports
Make it Easy for Them
Ask not what your media can do for you but what you can do for your media
Be available and accessible
Planning is Key
All relationships take effort – know what you want to invest
How to create an action plan List out activities, events, etc. your Chamber will
engage in during the next 12 months Create an outreach plan per press member Make it newsworthy
Action Plan
List out your top three to five local media outlets you’d like to target
List out the reporters at each outlet you need to reach
Research and summarize the stories each of your targets reported on in the past 3-6 months including what type of news you think will interest them in the future
List out upcoming Chamber news items, reports, surveys, events, etc.
Monthly Outreach Plan for John Doe, Reporter, Local Business Journal
January: Provide Chamber reaction to “State of the City” or “State of the State” address
February: Schedule informal coffee/lunch meeting March: Pitch recently commissioned Chamber report
on outlook for area job creation April: Invite to attend Chamber “State of the Local
Economy” membership discussion May: TBD June: Pitch applicable story in conjunction with
Chamber Business Expo
Monthly Outreach Plan for John Doe, Reporter, Local Business Journal
July: Schedule informal coffee/lunch meeting August: Invite to participate on Chamber panel
discussion on the local economy September: Pitch results of Chamber’s annual
economic member survey October: TBD November: Pitch story on Chamber and members’
involvement with local not-for-profits; how businesses view corporate responsibility and what they’re doing to get involved
December: Send holiday/New Year’s greeting
Unplanned Opportunities
Be flexible
Offer a local twist on a national story in a timely manner
http://www.helpareporter.com/
Prep for Interviews & Meetings
Only one chance to make a great first impression
How not to leave it up to chance
Follow Up
Get them what you promised, when you promised
The importance of communicating following coverage
Forget-me-nots
Resources
Presentation – On My Linkedin Profile
PR Tip Booklet – www.thefirmpr.com/resources
Media Worksheet – email me at [email protected]