Media relations success doesn’t come easy, and engaging with the media can take a lot different forms. Press releases, media alerts, press conferences, fact sheets, contributed articles, OpEds, and more. For public relations pros who have been practicing for years, it may not seem like a big deal to choose what fits best in the moment.
But for newer practitioners, or those who may have been put in a position to just “figure it out” (this happens more than you may think), how can you figure out which is best at the time?
On this blog we’ve written about how to pitch media like the pros, tips for working with media, and more. I even wrote about Tips for Nailing Your Media Relations Efforts as a guest Spin Sucks post a few years ago, so it’s time for a refresh!
Media relations can sometimes feel threading a needle while riding a roller coaster. Between shrinking newsrooms, overloaded journalists, and evolving technologies, getting the media’s attention can be an uphill battle.
However, when done right, media relations can yield some amazing results. The key is knowing how to use the right tools at the right time, so let’s look at a few of them.
Once upon a time, media relations involved faxing press releases (I’m that old), cold calling journalists, and flipping through a rolodex to find the right contact. I’d like to say that was back in the 1980s, but the reality is we’re closer to those days than you probably realize.
As crazy as that is, those days are long gone. Today, journalists are juggling multiple beats, tight deadlines, and reduced staff. According to Muckrack State of Journalist Report, journalists are busier than they’ve ever been. Most are working longer hours and more days per week. Let’s face it, they just don’t have the time, and that becomes our problem to solve.
As a result, PR pros have had to evolve their approach. Traditional tools like press releases have been reimagined, and new formats like digital media kits and targeted pitches have emerged.
Building personal relationships with journalists is still valuable, but it’s become more important to tailor pitches to their needs and preferences. You can’t expect them to like a hard news story just because they work for hard news media outlet. The key is adaptation. Public relations professionals have to understand the unique pressures media face and adapt their tactics to offer value to THAT journalist.
Public relations practitioners used to rely heavily on tools like press kits, phone calls, and press conferences. That’s not what we’re living today, and success with the media is a bit more complicated. We just started football season, so if you’re not hosting a post-game press conference, you may want to rethink if that press conference is necessary.
As the industry has changed, so too have the tools. Media kits, for example, once consisted of folders filled with printed press releases, company backgrounders, and glossy photos. Today, they’ve evolved into digital press kits that are often hosted online, complete with downloadable high-res images, videos, and company factsheets.
Similarly, the media pitch has undergone a transformation. The days of sending blanket, one-size-fits-all pitches are over. In all honesty, it’s a little scary that it ever existed.
Now, successful PR professionals craft highly personalized media pitches that are tailored to each journalist’s beat, interests, and audience. For instance, instead of sending a standard product launch pitch, you might personalize it for a tech writer, highlighting how the product leverages innovative AI.
Again, this is about understanding every (and I mean every) person you’re sending the pitch to so it entices them to cover your story. They have to see the value in what you’re sending them.
Here’s a hard truth everyone needs to learn: just because you think it’s great doesn’t mean they are going to cover it. They may not care AT ALL.
Media relations tools aren’t the only things evolving. The expectations journalists have of PR professionals have taken some crazy, but expected, turns in recent years. With fewer resources and increased pressure to churn out stories, journalists expect PR pros to make their lives easier.
Remember that when you send a reporter a press release, media alert, media pitch or anything else. Ask yourself, is this making their lives easier or harder? If it’s not easier, figure out how you can do that!
The same Muckrack State of Journalism Report highlighted that almost 75% of journalists decline pitches because they are irrelevant to their area of coverage. That means it’s not what they write about. Think about that for a second.
Journalists expect more. They want newsworthy angles, easy access to data, and pre-packaged resources. Sometimes they even want pre-written stories. You basically need to think and act like a reporter. That is making their lives easier.
This is where tools like media kits and case studies come into play. A journalist writing a story on sustainable business practices might appreciate a case study detailing how your client has reduced its carbon footprint by 30%.
Or, they may need a media alert if they’re looking for quick details on an event happening tomorrow. PR pros who can anticipate these needs and package them in a clear, accessible way are the ones who stand out and see results.
The media relations tools at your disposal as a PR professional are vast, but knowing when and how to use them is key. Let’s just do a quick tour of some of the most essential ones:
A personalized pitch is perfect for sharing story ideas, interview opportunities, or news angles with specific journalists. Keep it concise and relevant. For example, when launching a new product, highlight the feature that would resonate most with the journalist’s beat. Pro tip: Always research the journalist’s previous work before pitching and offer them something “new” in the pitch.
Media kits should be used when you need to provide comprehensive information about a company, campaign, or event. They’re particularly effective for product launches or company rebrands. Make sure your kit includes downloadable press releases, high-res images, and contact information.
Short and to the point, media alerts are great for informing the press of upcoming events or briefings. Think of them as an invitation that piques media interest, ensuring they save the date.
Opeds help position your client as an expert in their field. Use these for topics that allow for deeper exploration of industry trends, offering thought-provoking insights. It’s a great tool for CEOs or other executives looking to build credibility.
Offering an embargo on a major announcement or exclusive rights to break a story can help strengthen relationships with key journalists. For instance, if you have a significant product launch, giving a top-tier tech publication an exclusive may secure their coverage and establish goodwill.
Case studies work well when you want to showcase tangible outcomes. These can be used to support a media pitch or as standalone content for a press kit, demonstrating real-world impact and results.
As technology continues to advance and the media landscape evolves, so must PR professionals. We’ve already seen the rise of AI-powered media databases, automated press release distribution, and data-driven media monitoring.
Looking ahead, we can expect even more innovations, more change, more technology, and greater evolution at a faster pace.
To stay ahead of the curve, PR pros have to continue honing their storytelling skills while also embracing new technologies. Personalization and creativity will remain critical, but so will the ability to quickly adapt to the needs of the media.
Newsrooms are getting smaller, content demands are growing, and Public Relations professionals will be the ones to bridge that divide for the brands we represent. Those who can effectively balance the old with the new, while consistently demonstrating the value of PR, will lead the charge in shaping the future of media relations.
I’m not going to lie – it’s tough, but media relations is still valuable. And while it may be challenging, with the right tools and the right approach, you’ll find success.
At the core of every successful media relations strategy, or ANY public relations strategy, is a strong foundation in the basics. No matter how much the media landscape evolves or how advanced the tools become, getting the fundamentals right is essential.
This includes understanding how to craft a compelling message, build relationships with journalists, and select the right tools for the job. Without mastering these core skills, even the most creative strategies can fall flat.
That’s why I created PR Essentials, a course designed to help professionals build a solid foundation in public relations. Whether you’re new to the field or looking to refine your skills, the PR Essentials course offers insights into everything from crafting pitches that stand out to creating comprehensive media kits.
The course provides step-by-step guidance on how to navigate the ever-changing world of media relations and ensure you’re equipped to handle the basics, so you can be prepared for anything the industry throws your way.
By mastering the fundamentals, you’ll not only increase your chances of securing media coverage, but also build stronger, more meaningful relationships with journalists.
Check out the PR Essentials Course so you can master the fundamentals of Media Relations, and more!
