Mike’s Points

I’m fascinated by human nature, how and why people interact, and the processes of how successful results come to be.

If you’ve done any social media outreach — and been successful — then I assume you’ve also been involved in traditional, offline media relations — and been successful.

While there are many similarities, I’ve found that there are enough differences in the process of suggesting stories to media contacts — whether offline or online.

The similarities should go without saying, like:

• Know the media outlet and person(s) you want to contact. Know what topics are covered, who the audience is, how the people like to receive story suggestions/ideas, etc.
• Know that — no matter if you’re talking to your client or employer about “hits” or “getting placements” — you are still dealing with people.
• While you have some level of influence — you do not have anywhere near the final say as to if a story idea is published. After all, it ain’t an ad you’re suggesting — it’s much more valuable.

But the differences are subtle.

Generally speaking, when dealing with offline media, you’re dealing with a professional. Someone at his/her job. Someone getting paid.

When you are dealing with social media — I’m mostly talking bloggers here — you’re dealing with people with a passion about a topic. While more and more bloggers seem to be making a career out of it, there are still very much elements of dealing with an every-day person who is blogging more out of passion than profession.

The subtly comes in how you contact the two types of media outlets.

Assuming personal preferences don’t dictate otherwise, it seems:

With offline, traditional media, you give them the materials that will make it easier for them to write a story about your suggestion. Materials like sending images or links to images; sending a well-written, AP-Style news release; and coordinating an interview between a reporter and your client/employer.You’re definitely not writing the story for them, but you are doing as much of the leg work as possible.

With online, social media, you are providing access to information, images and people. You direct bloggers where to get the information, and what you can provide (like contact information for a company official, and information that you can’t link to).

While the decision whether or not your story idea is published is ultimately up to the reporter or blogger, it seems more important that the blogger maintains an air of independence and separation from the subject than the reporter. It’s not a huge separation, but because it is the job of reporters to get information, there’s a closer relationship between professional media and PR/media relations personnel.

With bloggers, generally speaking, they didn’t start blogging because they wanted to inform. So, my feeling is that PR/media relations personnel need bloggers way much more than bloggers need PR/media relations personnel.

I definitely don’t mean to impune the objectivity and independence of professional media, but it seems there is a stronger need and desire by bloggers to remain untarnished by PR/media relations professionals.

Thoughts?

-Mike

(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.