In layman’s terms, think of Media Relations Strategy as a fancier word for Public Relations. It is a way that enables businesses to reach out to reporters and journalists to get them to promote it. However, the term media has become a lot broader over the last decade with not only press outlets and TV stations under the term, but you also have journalists, bloggers, influence and basically anyone and anything with an audience.
In other words, media relations = influencer relations
Media and Public Relations may seem like the exact same thing, however while they are connected, media relations is one of the avenues to advertise your business within PR. It is solely focuses on a brand’s communications with media outlets. Companies use it to broadcast their message and story instead of strategic communications with the public.
The goal of the media for as long as it has existed is to reach an audience; it definitely helps promote a company way more than without it. It is the perfect platform for your brand to promote itself.
Would you like to get started promoting your brand or startup? Pressfarm offers a variety of options to help companies get featured in the press.
Why you need Media Relations Strategy
1) Lead Generation:
It is the core part of any brand’s growth strategy and it involved developing and cultivating interest in your brand. The typical forms of lead generation are content, videos, and social media. So, the key thing that needs to be done is to make it appealing enough to news media. That combined with the reach the media outlets have and it will boosts your company’s reach as well.
You are trying to establish a name for your company and you need to create a unique niche for yourself to stand out among the competition. You also need to understand that branding is useless unless it is reaching people through proper and strategic communications. You can do it through media outlets and press releases; it allows you to cement your business in the market. You are not just trying to create a space for yourself in the industry, you are trying to do it inside your customer’s minds as well.
3) Third-Party Validation
Gone are the ways of traditional advertising, no one cares for the obvious style of marketing. Gone are the claims and baseless forward-looking statements with no proof and no guarantee that a product is the best. For that reason, companies are implementing endorsements to promote their business. It is important that media outlets feature your company because people are going to see it and see how popular it is in the media that they will most likely purchase your product or service.
How to take Media Relations to the Next Level
1) Write guest articles
Guest writing for influence and traffic is a good part of media relations strategy. Instead of building an audience from the ground up, you can blog on your targeted new media publications and “piggyback” from them. When you do this, you can also gain access to their search engine and if you use the right tag words that are valuable search terms, it can give to traffic and visibility for as long as it stays online.
It allows you to build an audience that is outside of your direct network and it can build your reputation.
2) Find the Right Publication
You need to find the right publication that fits your content, don’t waste your time on ones that are not related to your topic. You need to look for ones that may already have an engaged and targeted audience.
When you have found one that fits, send an email with your idea and see if they are willing to get you to write a post.
3) Finding the Right Content
The content that you write about should be similar to the interests of the publication’s audience. It should also fill the void of content that doesn’t exist yet, if they do not have that content, they will entertain the pitch a bit more.
When you are creating your post, you should focus on trying to write the best version of the content for your topic. It will not only be good for getting published, but it also establishes your brand. Try and use visuals as well because it appeals to the audience more and adds value to your content.
4) Target local TV stations and newspapers.
They may not have the same visibility and popularity as other national media but are also worth giving a try for. Normally, everyone misses out on the local TV stations of their area because they are constantly on the hunt for national media, but there are other media websites that are always looking for something to post. It may take a bit more effort, but if you keep at it , you may be featured on national media eventually.
5) Create a PR event
PR events can be perceived to be cheap and somewhat annoying way to attract customers, but they can also be wildly effective. However, to make it effective, you need to use it sparingly. You should use this strategy as an additional part of media relations instead of making it the main part of your approach.
You need to keep in mind that the main audience is the media, while the customers are secondary. It should obviously also be related to your brand and shouldn’t be too in people’s faces because it can also damage your brand. You need to ride the fine line where it is beneficial to you, but also makes the media interested in your brand. In order to stay ahead of the market, you need to do something that is different from the norm. Figure out what your competitors and doing, and do the opposite or at least something that attracts media outlets to you.
6) Answer press opportunities on HARO
There are ways you can get media coverage through means other than “chasing” journalists. You can use HARO as an additional way to connect with sources. It is a service that will help members throughout the whole process by keeping them updated daily about media companies that are looking for content for their stories and all members have to do is figure out which one matches what they are writing about.
Everything that you post through HARO will be compiled in your profile so that you are aware of that is going on. You can also use other search engines like JRO (Just Reach Out) to continue answering queries that are related to your topic.
7) Create an asset that corrects or refutes a popular hypothesis
It is really important to collect data that answers important and popular questions and create an asset that compiles the data and distribute it to targeted publications and press mentions.
You need to think of the best angles that you need to achieve to promote your business; give a definitive answer to common questions asked, give new perspectives to what already exists, and counter an already existing opinion or belief.
8) Use search engines to find appropriate press targets
There are a lot of things that go into a PR campaign, but the important thing to remember is that you need to find the right press targets. There are the usual searches that have helped other companies but there are a couple of tactics that companies overlook that can actually produce great results.
There are multiple types of search engines that people can use to accomplish their tasks.
Pressfarm’s database of journalists is also a great search engine to search and find journalists. Once you have the contacts, you can do media outreach to get yourself some media attention.
9) Launch on Kickstarter
The whole point of using a media relations strategy is to get the attention of press outlets right? Well, how does getting some extra funding sound? Kickstarter is a great way to promote your business and get people excited.
You could ask people to contribute but it might not be possible for every company. But if you try to distinguish yourself from others you should definitely try it.
10) Interview influencers and get them to promote you
Influencers are a very big part of promoting products and services at this point, there are even terms to describe them. Branding by association is something that has been around since media relations have been around. For example, why do we buy a certain product like Nike or Adidas? The reason is that those companies use celebrities and famous athletes to endorse and promote their products. So, we assume and possibly think that those products are the best.
The same thing applies when you are trying to build your brand, when people see that influencers and media experts are promoting your company, more people are going to be interested, you will get a share of the traffic that they create.
It is not necessary to use all of these tactics, but if you pick even just one or a handful and stick with them, you may accomplish exactly what you want with your business. Stick with it and you will make it!