TIPS FOR MEDIA RELATIONS Media relations is an important part of public relations. It involves interaction with the news media. Here are some tips:
PREPARE FOR INTERVIEWS: Before a media interview, write down the main points you
intend to emphasize. Be sure to express those points at least once during the interview.
RESPECT DEADLINES: If you don’t know a media outlet’s deadline, ask.
CLARITY: Use plain English. Do not use jargon. Speak slowly and clearly.
STORY-TELLING WORKS: Tell brief, compelling anecdotes to illustrate your main
points. Reporters love anecdotes. So do readers, listeners and viewers.
PASSION: You’re passionate about your organization. Let it show.
BE PERSONAL: Get to know the reporters who cover the subjects that your organization focuses on.
RESPONSIVENESS: Work at the media’s pace, not your organization’s pace.
MEDIA NEEDS VARY: Customize story suggestions for specific media outlets. One size does not
fit all. Media outlets have different needs.
PAY ATTENTION: Read, watch and listen to the news. By doing so, you will know the media’s needs and be better able to fill those needs.
SPREAD OUT: The media is more fragmented than ever. Organizations need to work harder to
reach the people they want to reach. No longer is one media outlet so dominant that you can rest
after contacting that one outlet.
BITTERNESS WON’T HELP: Don’t take it personally if you don’t get the publicity you’re seeking. Instead, be persistent, polite and personal with media folks.
What's the best way to generate news coverage?
The most important factor for success is knowing the needs of specific news organizations and
their individual staff members. Offering the same idea in the same way to various news outlets
is not a strategy that will consistently produce good results. You need to get to know the features of
various publications and broadcast outlets and which staff members cover various topics and
communities. That will allow you to customize your approach. It can be hard work but it'll pay off.
Effective writing
Writing well is crucial for public relations. Simple language can create powerful messages.
Here's an example of using unnecessarily complicated language: During President Franklin Roosevelt's time in the White House, someone put a sign near a lightswitch, saying, "Please terminate the illumination before departure." A more direct approach would have been clearer, "Please shut off the light before you leave."
This fun article from Harvard Business Review explains the importance of using plain English.
egrossman@ashire.net / 513-240-9801 / Loveland, Ohio
