In media relations, it’s a long road from “send” to success

long-road

Today, media relations is as challenging as ever, which makes the successes even more fun to celebrate. There are few things better than seeing a client on TODAY or being able to flip through a magazine in the grocery store and see your handiwork right before your eyes. We’ve shared a few “Behind The Hit” examples on our blog recently, which prove there is more than meets the eye with every placement you see—the coordination, the interview requests, the follow up, sending images and samples.

It’s a whole lot of back and forth, that’s for sure!

In addition to all that happens between pitch and publication, every email we send is landing in an inbox filled to the brim, which makes for quite a competitive landscape for media relations professionals. When a reporter does reply, results often don’t follow for weeks, months or even years, whether it’s because your evergreen idea doesn’t have a sense of urgency to it, or the reality that sometimes our pitching calendars for clients don’t perfectly align with the editorial calendars of the reporters, outlets and publications.

One of the reasons media relations is so powerful is because of its unpredictability. When we’re working with media, we have to give up control of exactly when and how coverage will occur. The good news is that this adds an enormous amount of credibility when the placement runs, since that lack of control brings with it true third-party endorsement for the story and the client.

When our emails are landing in crowded inboxes where reporters can be incredibly selective about what they even choose to open, much less eventually use, it’s our job as media relations practitioners to think long and hard before we press send. Below are a few questions worth considering the next time—and every time—you send out a pitch.

(You can download a free media pitching template that includes these questions and more here.)

  • What’s the most important piece of information you need to convey?
  • Is there a specific date or time frame that you need to reporter to be aware of?
  • Why would the reporter care about this news?
  • What is your ultimate goal of the pitch? (coverage, attendance, photo, meeting)
  • What are the resources my organization can provide an interested reporter?

Free Download: Media Pitch Template & Tips

Megan Irvin

Megan spends her days doing media relations, community relations, content creation and events for clients like Kroger Mid-Atlantic, Federal Realty and Mercy Chefs. Her favorite part of her job is working with clients and providing strategic counsel — and garnering media attention for clients in outlets like TODAY, Esquire, USA Today and Bon Appetit.

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