Media Relations Strategies

The distinguished and aptly named “Father of Public Relations” Edward L. Bernays stated, “Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” This articulate definition outlines the basic foundations behind the profession of public relations. However, while informative, it too provokes vital questions -how do PR professionals delineate polices and gain public acceptance? How are messages and campaigns delivered so that positive light sheds on the client? Through research, I have discovered a key component to successful public relations: a close relationship with the media.

Vocus PR Pro declared, “The key to successful media relations lies in your relationship with reporters, and one step to building that relationship, is understanding how you can be their resource instead of an undesirable distraction.” How true this is. In today’s high-tech and sophisticated world, an array of communications mediums exists, ranging from print to broadcast to radio. The journalists and media persons in charge of the “ink” and “airtime” symbolize gate-keepers who hold the golden ticket to story dissemination. Because they represent the vehicle that will spin and deliver a PR firm’s message to the public, it is crucial that a close, yet ethical relationship between a PR professional and the media exist.

Wetfeet.com stated, “Those who do well in PR have strong communication skills, are articulate both with the written and spoken word, are able to understand a variety of people, are confident, and quick studies—you'll need to learn quickly what your clients do in order to communicate their messages effectively.” In other words, one obvious way to initially connect with the media is to have a comprehensive and sound understanding of the message you intend to pitch. If a PR professional calls a reporter trying to deliver a story, but no awareness on the issue or significant details exists, the call would not only appear as a waste of time, but also discrediting and unappealing to the reporter. Hence the PR professional should demonstrate prior knowledge of the reporter’s expertise, be well versed in the message they are selling and make it worthwhile for the reporter. Over time and through continuous contact via e-mail, voice and face time, a useful and productive relationship between a PR professional and reporter can emerge and serve both parties well.

Kay Bransford, VP of marketing and communications for Vocus provided a great suggestion, “Your Web site is the perfect medium to serve journalists when you cannot be available, and it is also the perfect place to set up a dialogue. By including a section in your newsroom that allows journalists to sign up for certain types of news that your organization provides — such as different products, regions, and subjects — you can begin to build relationships with new reporters.” Since their recent entry into the realm of social media, blogs have become an increasingly popular and functional means to provide and receive information. Hence, as Bransford recommended, a great way to showcase technological expertise as well as initiate a relationship with a reporter is with a blog.

With determination, good communication skills, knowledge and confidence, PR professionals will continue to form lasting relationships with the media and provide the world with stories and messages. For more information on this topic and the people and websites mentioned above, take a look at these links.

http://www.vocus.com/PRPro/2002/0102/index2.html

http://www.wetfeet.com/Content/Careers/Public%20Relations.aspx

http://en.wikipedia.org/wiki/Edward_Bernays