(UPDATED Oct. 17, 2008, approx. 8 a.m.: See additional Point to Ponder at the end.)
Media relations, and maybe even all of marketing communication really is simple. Not easy mind you, but simple. Maybe because it’s so simple is why so many so-called professionals screw it up.
Let’s look at one of the simple rules of media relations: It’s really all about connecting legit news and feature opportunities (i.e., having news judgment) with the right media.
Let me give an example.
My oldest son is in his second year of his school’s FIRST LEGO League robotics team. And, this year, my wife is his team’s coach. (I’m not going to explain what FLL is; just check the link and come back.) So, as part of the team’s research and learning efforts, I helped my wife contact a local popular weather man and ask him to talk to the school’s two teams about climate change.
That’d be a good media opportunity, I thought.
So, with my experience in hand, I contacted the appropriate people at a couple local papers. After talking with one, she asked me to email her information.
I did.
My hope was to get a nice photo and caption in the papers, and maybe, just maybe, the topic might spark a larger story.
While the local weekly sent a photographer, the big local daily didn’t cover the event.
But, it did do a very nice feature with nice photography on my son’s team.
Now, I didn’t do anything special. I didn’t trick the editor. I didn’t aggressively pursue the editor for a story.
I just did what I was supposed to do:
- Connecting a sound story idea with the pertinent media.
- Being at least familiar with the media outlet — and knowing the pertinent contact for the story idea (the “Neighbors” section editor, in this case).
- Providing information that is intended to help the editor/reporter do his or her job. That is, provide good information or rationale about the idea, any event details, and pertinent contact information for story sources.
It really can be that simple in media relations – but it takes the right experience and know-how to make it so. That’s the not-so-easy part.
Point to Ponder: Remember that media relations is simply not getting an employer or client stories published in one or multiple media outlets. It’s about getting stories with a purpose published — whether that purpose is simple awareness or a particular brand message. If you’re in media relations, you need to know why are you writing that news release or pitching that story. Don’t just do a story just to do it. It must have a purpose, a reason for being.
-Mike
Oh, and if you’re wondering why there is no link to the local daily’s article, it’s because it includes my son (and my wife, of course along with other members of my son’s team), and we’re careful about revealing too much about our children’s identification. If you want to see the article, email me.
