The foundation of public relations is relationships — specifically, forming, developing and maintaining them. Our relationships with journalists are as important as they are delicate. But whether you work with journalists or clients, you must conduct yourself as a business professional.
First and foremost, be relevant and stand out. No one wants to pass along information that is considered outdated. Your customers and clients want to share content that makes them sound like thought leaders. Update your audience with new data, share your community relations efforts or discuss what’s happening in your industry and how it affects your customers. Share anything else that positions you as a leader.
Before sending anything to the media, follow these simple tips:
- Do lots of research. Be clear about what a reporter covers before contacting one.
- Check out media websites. Review titles and departments so that you call the right person. When in doubt, speak with the department manager or secretary and ask who your point of contact should be. This shows you did your homework and that you respect the journalist’s time.
- Be courteous. During each and every conversation you have with a journalist, thank the individual for taking time to speak with you. Everyone likes to feel appreciated and you will appreciate the publicity you snagged for your business.
How have you been able to build strong relationships with the media? Share your success stories in the comments below.