How can we improve media relations?
It begins with PR pros’ getting acquainted with journalists’ work in industries relevant to their clients and with reporters’ respect for their PR counterparts’ role in managing that relationship.
Beyond that, there are tactical ways for those of us in PR to improve our outreach techniques:
It starts with research.
Dig deep into a reporter’s beat before sending a potentially meaningless pitch. Read what they write—not just posted pieces, but their social media feeds and personal blog, as well.
It may sound creepy to learn that PR agencies keep a “dossier” on key reporters, but it’s all about knowing the territory. We must also know the story we’re pitching. Any decent journalist will approach even a softball pitch with some skepticism.
They will try the product we’re bragging about, vet the experts we’re offering (or seek their own), research the CEO’s background and look at the company’s social media reviews.
If it’s not airtight, it’s not ready to pitch.
Make sure your timing is right.