Think a single media release will guarantee good media coverage? Not so! Even with a good story, if your media relationships are weak, you will only get so far.
The best way to build your media presence is to build your media relationships. But don't be fooled: It takes years to develop strong media relationships - not a single media release - and the best relationships go two ways; help the media and they will listen to what you have to say (sometimes.)
Looking to build a media presence? Here's what the experts do:
Spend time with the journalists who cover your beat. Buy some coffees! By chatting about your industry and relevant issues, you're also providing background on your organization. Do this over the course of a year or two and the journalist will come to consider you a valuable source. There is no need for a big sexy angle - leave your presentation at the office - this is simply coffee.
Be the expert. Identify industry issues early and be ready to offer accurate information at a moment's notice. You'll be amazed at the frequency that journalists return to you for comment. That's because they know they can depend on you to share accurate information rather than pushing your own agenda. Being the regular expert is a win-win. You inevitably plug your organization while helping out your favourite journalist and cementing that relationship.
Know your boundaries and be professional. What's the difference between commenting on an issue and speaking on background without attribution? In the first instance your name will appear beside your quote. In the second, your name stays out of print. Know the difference between on and off-the-record and that, in reality, the latter doesn't exist. Learn the jargon and the nuances. Understand the boundaries and you'll earn the respect of your media contacts.
Don't be afraid! Remember that media relationships go two ways. Media hacks and PR flacks need each other. Both parties have to respect the relationship for it to work. But also remember that working with the media is like swimming in unpredictable waters; you can take every precaution but there are times when the riptide will catch you unaware. No point in taking it personally; just learn to swim strong.
Sound like a lot of work? It can be, but consider the benefits:
First, when the time comes for you to communicate a formal message, your favourite journalists will already have lots of background on your industry and your organization. This will increase your chances of getting balanced coverage.
Second, even in the midst of a media storm, a responsible journalist respects her sources. When good relationships exist, journalists will usually give you a chance to comment before publishing a tough story on you. Believe me, a few hours' prep time helps when handling unexpected media attention.
Good media coverage isn't simply about having 'a scoop'. It's about the media knowing and trusting you. A few coffees a year isn't much to spend to build your credibility and protect your organization's reputation. It's worth the investment.
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