Maximizing Your Coverage: Think M.E.D.I.A.
When you have a good story to tell, you want to communicate it, right? In fact, people may find your story especially appealing that they can't help but share it with the world! This is the name of the game in media relations.
I’m sure you’ve heard a thing or two about the PESO model from a public relations practitioner out there. It differentiates four different types of media: paid, earned, shared, and owned. In this case, we will keep our eye on the E, earned media.
To give you an overview, media relations involves providing journalists, reporters, and news outlets with content and gaining exposure, which is what earned media is all about. Public relations professionals work hand-in-hand with journalists to keep up with the fast-paced nature of the news and PR industry. Day-to-day, there is an ever-changing focus on what is “newsworthy.”
What makes for an effective media relations strategy, you ask? I once asked the same question myself. From experiences during my corporate communications internship this summer and a media relations writing course, I learned about ways to build an effective media relations strategy–and I hope that you do too within a couple of minutes!
Make lists
Creating media lists is crucial to the success of any media relations campaign. Consider the type of messages and stories you want to put out and categorize them. Once you have an idea of areas that may appeal to different reporters, create your media lists accordingly. One reporter may cover an organization’s recent sustainability initiatives, while another might be more interested in the expansion of a company’s headquarters. In this case, research is your best friend. By identifying trends in a reporter’s coverage, you will be able to identify the right contacts for your media lists. Consider how their areas of interest align with the stories you want to tell. Happy researching!
Establish relationships
Building a solid media relations strategy is all about that second word… relations. Just like any relationship, it takes effort to make it mutually beneficial. If you want consistent coverage from a reporter, making it known that you aspire to earn more than their coverage can take you far. Making a point to reach out to reporters, express interest in their interests, and propose a plan to get to know them more will help you stand out from the crowd. Journalists have an endless amount of PR professionals in their inboxes. Help them put a name to a face and invite them out for coffee!
Design the pitch
If someone tells you a story you are not interested in, you probably aren’t as likely to share it with others, right? When pitching to journalists, send them the stories that are relevant to their coverage and what they prefer to write about. It’s about quality over quantity. In your pitch, personalize it using the reporter’s name and explain your story thoroughly yet concisely. Pitch stories as opportunities to help, inform, or entertain a news outlet’s audience.
Instill trust
If there is one thing my mom has taught me, it is that it never hurts to ask. Asking reporters what kind of stories they are looking for does not hurt, and sharing news they may be interested in will help you to appear credible and educated. Provide pitches that contribute to the trend discussion within your industry. Nerd out, if you will!
Accountability matters
Let’s face it: newsrooms fluctuate and have been more and more in the past couple of years. Review and update your media lists to ensure that your media contacts are still pertinent to your organization. Remember to remain visible, interactive, and responsive to reporters when you confirm that your lists are up-to-date.
I hope you learned a thing or two, or should I say, five effective practices to incorporate into a media relations strategy. Think M.E.D.I.A. (you know the PR industry loves acronyms).
About Katelyn
Katelyn McQuillan is a senior studying Advertising & Public Relations. This will be her second semester working for GrandPR, where she previously served as an Account Associate. This year, she will be leading as an Account Executive. Katelyn is involved with GVPRSSA, where she serves on the executive board as the VP of Programming. At GVSU, she is also a student worker at the College of Liberal Arts & Sciences Dean's Office, and is the Vice President of Grand Valley's all-female A Capella group, Midnight Snack. After graduation, Katelyn plans to work in-house at a company with a mission she feels passionate about.