Journalism is in flux, but certain media relations tactics never go out of style.
Over the summer, our external communications team met with reporters from varied backgrounds to get a sense of what they’re looking for and how we can work better together to meet those needs.
We saw a diversity of experiences in terms of how reporters pursue their craft, what interests them and, just as important, what doesn’t interest them (and their editors).
Here are seven takeaways:
1. Don’t “press release” everything. Newsrooms are relying less on traditional press releases. According to a Muck Rack survey of U.S.-based journalists, 53% of respondents said they don’t rely on press releases at all, and only 3% said they heavily rely on news releases sent through a news wire. The press release can be expensive and doesn’t always resonate with your intended audience. Instead, consider personalized email outreach, background meetings and embargoed announcements.