While the methods of conducting media relations may vary today, the essence of the profession remains centered on building a relationship between an organization and the media. So how can you best build those relationships in a changing industry landscape?
At the 2023 PRSA Midwest District Conference, Sandra Mason, APR, who is public relations director for the Association of Equipment Manufacturers, shared best practices for professionals to enhance their media relations efforts. Here are the B2B media relations tips I took away.
Know Your Audience
It sounds simple, right? Know your audience. How well do you or your organization know the media? When was the last time you communicated with an editor or updated your media list? Knowing your audience in media relations relies on building relationships with editors and being responsive to their requests.
If you’re new to your role and don’t have media connections, here are some helpful ways to get started building a media list:
Use an online media database.
Review media kits.
Read LinkedIn profiles.
Many online media databases not only provide contact information for editors but also offer insights into how editors prefer to be contacted and when. Media kits are readily available, especially for trade media, and offer a wealth of information about the types of articles or product announcements that a publication accepts, as well as about an editor’s preferences for submissions. Visit the publisher’s website to download or request a copy.
If you haven’t met a specific editor yet, reading their LinkedIn profile can provide valuable background information, like where the editor attended college, past jobs, and current responsibilities. Understanding the editor’s background and interests can help you tailor your media pitch so it resonates more personally with that individual.
Serve Key Messages
Many publishers create an editorial calendar to help public relations professionals understand what editors are focusing on. However, this is just the beginning of effective media relations. Consider what other topics editors might find interesting, including current events or trends that could impact editors and their readers.
One of the most effective ways to uncover compelling stories or angles within your organization is to regularly communicate with colleagues across the company. What projects are they working on? What research is underway? If this information can be shared with editors and the public, it presents an excellent opportunity for creating a white paper.
Don’t develop tunnel vision when engaging in media relations. Remember all your audiences, including your internal ones. For instance, you may have valuable information to share and rush to write a press release for the media. But take a moment to think strategically about whom it makes sense to communicate with first. It’s likely that you need to reach your internal audience before sharing information externally.
A content calendar is an excellent way to plan communications for both internal and external audiences. You can strategically align your messages with what the media is covering. A content calendar also allows you to look ahead for a full year to decide what and when to communicate. Ensure that you list all channels on the calendar to promote what’s happening each month.
Create Digital Press Kits
Gone are the days of printed press kits. Once a cherished possession of public relations practitioners, printed press kits had already been transitioning to digital formats and the pandemic only accelerated the process of replacing paper with digital media.
While loading digital content like press releases and images onto a USB is one option, the current trend is to offer a digital media kit on a website. This may include a newsroom on your website. If you go this route, be sure to clearly identify which materials are relevant to a particular event or trade show.
Another option is to build a landing page for a specific event or trade show. You can email the URL to editors for easy access and convenience. Alternatively, you can print a QR code in your trade show exhibit, and editors can easily scan the code to download the digital media kit or request that it be emailed to them.
Beyond press releases and images, it’s a good idea to include the following information in your press kits:
Bios for executives and subject matter experts
Portraits of executives and subject matter experts
Background information about your company (e.g., history)
Captions for images
Fact sheets about your company
B-roll video clips
After your event or trade show, follow up with editors to ensure they have everything they need for their stories.
More PR Tips
Looking for tips about the best ways to successfully pitch topics to B2B journalists? Check out these best practices to help you gain earned media coverage for your company or contact us today.
By Two Rivers Marketing
