Crafting Media Connections That Last

ABC15’s Jordan Bontke interviewing Ted Friedli

The role of a public relations professional can't be narrowed down to two or three tasks. PR pros wear several hats, such as internal communications, community relations, marketing, social media, and, let's not forget, media relations. In PR, understanding the media landscape is crucial. With seven years of experience managing media relationships and a background as a TV news producer, I’ve picked up some key insights I’d love to share with you.

Let's dive into the different types of media – print, online, and broadcast – and how each has its own unique audience and needs. We'll also explore how to build targeted media lists, personalize pitches, establish credibility, and maintain strong relationships with journalists. Whether you're using social media to connect on a more personal level or responding quickly to media inquiries, these tips will help you maintain meaningful and effective media relationships.

Know Your Media

You'll need to understand the differences between print, online, and broadcast. Each has its own audience, needs, and challenges.

Many newspapers have transitioned to online platforms. Then there are the online-only outlets that rely on web clicks. And of course, there's broadcast media, including local TV news and major networks like CNN and MSNBC. Let's not forget about podcasts – they've seen significant growth in recent years.

A savvy PR pro should grasp the nuances of each media outlet type and understand their specific needs, interests, and target audience.

Build Targeted Lists and Skip the Outdated Databases

I used to rely on tools like Cision to find journalists, but if I’m being honest, these contact databases can be outdated. Nowadays, I dive into Google, find the right journalists, and follow their work. I keep tabs on their recent articles and if they seem like a match, I'll make a record of their contact information and give their social media pages a follow.

My pitches are laser-focused, hitting smaller groups of reporters selected based on their recent media coverage.

Personalize Everything

Start your pitches with a nod to their social media or recent articles. Show why your story matters to them and their audience. Be real about what's in it for them and don't oversell. Nothing beats direct and candid communication. Chatting with journalists about their beats, interests, and needs can turn into a great partnership and successful media placements.

Establishing Credibility and Trust

Building genuine relationships with journalists is at the core of my PR game plan. Having rubbed shoulders with talented reporters, producers, and anchors in newsrooms, I've got a firsthand understanding of their challenges and what drives them toward success. I'm all about transparency – the last thing I want is to play gatekeeper. Even when I support their request, I make sure to stay upfront and responsive.

Be Genuine, Transparent, and Responsive

A significant part of my role involves sourcing valuable experts, content, and ideas that align with journalists' interests. However, I go beyond pitching – I strive to be a reliable and trusted resource.

For instance, a recent opportunity arose when a TV news producer approached me seeking an expert to facilitate a "lunch and learn" session for their newsroom staff. While this wasn't your typical TV appearance, they recognized my ability to find the right fit for their needs. This reinforces my credibility as a trustworthy and helpful contact, likely ensuring future responsiveness when I approach them with pitches.

Leverage Social Media

I love social media and leverage it to engage with journalists on a personal level. It’s even become a vital tool in my professional toolkit.

It allows me to nurture relationships with media contacts, know their interests, and interact genuinely. I also make a point to maintain regular communication over text, email, or phone calls. When I place a story and there’s an update six months down the road, I follow up with the details and explain why it’s worth a follow-up.

Another tactic is to offer an exclusive to a reporter with whom you’ve established a positive relationship.

Stay in Touch

Maintaining strong relationships with journalists boils down to one key practice: responsive communication. It may sound obvious, but it's surprising how many overlook this. Promptly acknowledging a media inquiry sets you apart from others.

If you anticipate a delay in your response, be upfront and provide an estimated timeframe for follow-up. A simple acknowledgment goes a long way.

Transparency is key. If you cannot fulfill the request, let them know as soon as possible so they can explore other options. Always ask about deadlines and, if necessary, negotiate extensions if it means delivering quality results.