Skills to Help You Succeed in Media Relations
During my time as an Account Associate for GrandPR, I’ve had the opportunity to work on a national media relations campaign. This has included writing press releases, feature releases, and fact sheets, researching and interviewing sources, developing media lists, and pitching to journalists. As my team and I are wrapping up this project, I have had time to reflect on what I have learned and the skills needed to work in media relations. Let’s dive in.
Communication
I know what you’re probably thinking - isn’t this a no brainer in public relations? You’re right, but it’s worth emphasizing. Intentional relationship building and effective communication is at the heart of media relations. Let’s say you’re interviewing a source for a press release. If that person doesn’t feel comfortable speaking to you or see you as trustworthy, you could miss an opportunity to build a valuable connection and potentially grab a great quote. Likewise, if you don’t communicate kindly and professionally when pitching to journalists, you can damage that relationship and hurt you and your client’s reputation.
Flexibility
I’m going to let you in on a little secret - we, as public relations professionals, have zero control over the news cycle. While it’s great to be organized and prepared, it’s important to stay informed on breaking news and emerging trends in your client’s industry, recognizing that your plans for pitching may have to be adjusted on a moment’s notice. Be ready to pivot, alter your media kit as needed, and think creatively about how to connect your pitch to trending topics within the media.
Patience
When working in a team, and potentially collaborating with a team at another agency, patience is key. There are a lot of moving parts involved in a media relations campaign. Sometimes you have to wait around for client approval, a response from a journalist, or any number of other things. If you’re feeling restless, reach out to your team members and see where you can lend a helping hand, reread and edit your materials, and prepare yourself for next steps.
Perseverance
Look - nobody likes to be ghosted or rejected. It’s frustrating to spend weeks or months preparing your media kit, pitching to journalists, and hearing nothing (or worse, no). In order to be successful in media relations, you can’t give up easily. Follow up two, three, four times with journalists if you have to. Being persistent shows that you are dedicated and can indicate to journalists that your client’s story is worth being told. Remember to remain optimistic and confident in yourself.
With summer internships, graduation, and big-kid jobs right around the corner, it never hurts to assess and strengthen your soft skills. Whether you want to focus on media relations or wherever else your future professional life takes you, becoming an effective communicator who is patient, flexible, and perseveres when faced with challenges will serve you well.
About Sam:
Sam Stoddard is a senior at Grand Valley State University studying advertising and public relations, with a minor in digital studies. This is her third year being involved in PRSSA, and her first year serving on the executive board as the VP of Programming. The most rewarding part of her position has been collaborating with a team of PRSSA members across the country to create PRSSA REIMAGINED. This is her second year as an Account Associate for GrandPR. Sam aspires to one day work in community relations, ideally for a health and wellness company. In her free time, you can find her cooking, spending time with her friends and family, and exploring West Michigan.
Twitter: @SamStoddard96