We are often brought on to consult in the public relations and media space. Sometimes to clean up media mishaps or to run crisis management. However, what I have noted is that so many issues could have been avoided or quickly doused, if the communications team were better versed in how to navigate media relationships.
Developing strong relationships with media contacts is vital to effectively managing an elected official’s public image and ensuring that key messages reach the right audience. By nurturing these relationships, you can secure valuable media coverage and shape public perception positively.
Here’s a quick guide on how to build and maintain these relationships, interact with reporters, and pitch stories to local, regional, and national media outlets.
Developing Relationships with Media Contacts
1. Identify Key Media Contacts:
Local Media: Start by identifying reporters and editors who cover your area or beat. Familiarize yourself with their work, interests, and the type of stories they typically cover.
Regional and National Media: Identify correspondents and journalists who cover broader issues that align with your elected official’s agenda.
2. Build Genuine Relationships:
Personalized Communication: Rather than sending generic emails, take the time to personalize your outreach. Mention specific articles or stories they’ve worked on that you found impactful.
Meet and Network: Whenever possible, meet reporters in person. Attend media events, press briefings, and community gatherings to interact with journalists informally.
3. Maintain Regular Communication:
Frequent Updates: Keep your media contacts informed about your official’s activities, upcoming events, and major announcements. Regular updates help keep you top of mind for future stories.
Availability: Make yourself and your official available for interviews and comments. Prompt responses to inquiries can foster a positive relationship with reporters.
Best Practices for Interacting with Media
1. Be Transparent and Honest:
Clarity: Always provide clear and accurate information. Misleading reporters can damage your credibility and your relationship with the media.
Honesty: If you don’t have an answer, be honest about it and promise to follow up.
2. Respect Deadlines:
Timeliness: Journalists work under tight deadlines. Ensure you respect their time by responding promptly and meeting any deadlines for comments or information.
3. Prepare Thoroughly:
Anticipate Questions: Before any interview, anticipate potential questions and prepare your responses. Being well prepared can help you communicate your message effectively.
Stay on Message: Clearly define your key messages and stick to them. Avoid going off on tangents or discussing unrelated issues.
Pitching to Media Outlets
1. Craft a Compelling Story:
Relevance: Ensure your story is newsworthy and relevant to the audience of the media outlet you are pitching to.
Human Interest: Stories with a human element tend to resonate more. Highlight how your story impacts real people and communities.
Receipts: Be able to present clear facts, data, background and "proof" regarding any statements of fact that you share.
2. Tailor Your Pitch: (Especially crucial for political clients)
Local Pitches: Focus on community impact, local benefits, and specific interests of the local audience. Local stories should emphasize immediate relevance and proximity. Your constituents or local community want to see themselves and how they are affected, in your story.
Regional and National Pitches: For broader media, connect your story to larger trends, state or national issues, and the broader significance of your work.
3. Follow Proper Protocol:
Email First: Most journalists prefer email pitches. Start with a concise, engaging subject line and a clear, compelling email body.
Follow Up: If you don’t hear back within a week, a polite follow-up email or a text can be effective. Avoid being overly persistent (as in pesky)...but be consistent (as in thorough).
Do’s and Don’ts
Do’s:
Be Respectful: Always treat media contacts with respect and professionalism. However, be prepared to be resolute in standing for your (your officials') agenda.
Provide Value: Offer useful information, statistics, and access to relevant sources or interviews.
Be Accessible: Make it easy for reporters to reach you and provide timely responses.
Don’ts:
Avoid Jargon: Use clear, simple language that is easy to understand.
Don’t Oversell: Avoid exaggerating or making unrealistic claims about your story.
Never EVER (no matter what they say) Go Off Record: Assume everything you say to a reporter can be published unless explicitly stated otherwise. There is a strategy we use to leverage going on and off the record effectively. BUT for best practice live by the rule that the mic is ALWAYS on.
By developing strong relationships with media contacts and following best practices in your interactions, you can effectively pitch stories and secure valuable media coverage for your elected official, pastor or CEO. These efforts will help you communicate your leader or official’s message more effectively and build a positive public image. If you get stuck, give us a call, we can help.
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