Media relations is a part of the PR industry that really requires a lot of thought and effort. Not only as a PR practitioner are we mindful of the responsibilities we have to our client and our public, but at the same time we need to maintain a great rapport with the media.
Coming from the journalism side, as an editor of a bi-weekly newspaper, the PR people that were always in my face (in a good way) were the ones that I always kept top of mind. When I needed something maybe an article on education or medical field, I knew exactly which PR person to call. So, my advice to my fellow PR practitioners...build on that relationship with your media reps.
- Develop respect by providing thoughtful, accurate, and concise news to the media
- Be courteous and remember your manners i.e. Say please and thank you
- Remember them on holiday's and special occasions. I keep a list of all the media contacts that have helped me throughout the year and either on Thanksgiving or Christmas I send them a special thank you.
- Don't send the exact news release to a local competitor. Take the time to change the slant and use a different photo.
- Read what they write. Comment on stories they've covered and praise them if you think they are doing a good job.
- Schedule a "Media Appreciation Day" along with food and entertainment.
