You can think of media relations as a fancier term for “public relations.” Good media relations enables businesses to reach out to reporters and journalists to get them to promote them. However, the term media has become a lot broader over the last decade. It now covers not only media outlets and TV stations, but also journalists, bloggers, influencers and basically anyone 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 focused 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. Partnering with the media is therefore an effective way of promoting your brand. In fact, the media 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. With a professional press release, some engaging guest posts and an eye-catching media kit, you can capture media attention when it matters most.
In addition to helping you create this quality content, the team at Pressfarm also has a winning distribution strategy designed to put your brand in front of the right audiences. By submitting your content to the right media outlets and startup directories, Pressfarm can boost your online visibility and help you feature in relevant search results.
Why you need a media relations strategy
1) Lead Generation:
This is the core part of any brand’s growth strategy and it involves developing and cultivating interest in your brand. The typical forms of lead generation are content, videos, and social media. The key thing that needs to be done is to make the story you’re pitching appealing enough for news media. Given the reach media outlets have, a story that appeals to them will also have a wide reach.
You are trying to establish a name for your company and you need to create a unique niche for yourself to stand out from the competition. Additionally, you need to understand that branding is useless unless it is reaching people through proper and strategic communications. You can do this through media outreach 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. Ultimately, they will base their decision over whether or not to buy from you on how the media talks about you.
How to take media relations to the next level
1) Write guest posts
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” on them. When you do this, you can also gain access to their search engine rankings. Moreover, if you use the right tag words that are valuable search terms, this can give you traffic and visibility for as long as it stays online.
This strategy 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 outlets that are not related to your topic. Rather, you need to look for outlets 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 align with the interests of the publication’s audience. It should also fill the void of content that doesn’t exist yet. After all, if a journalist does 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. This is not only a good strategy for getting published, but it also establishes your brand. Try and use visuals as well because it appeals to the audience and adds value to your content.
4) Target local TV stations and newspapers.
While they may not have the same visibility and popularity as other national media, local outlets are worth reaching out to. Normally, everyone misses out on the local TV stations of their area because they are constantly on the hunt for national media. Even so, 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 an unsophisticated 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. Your public relations strategy should obviously also be related to your brand. Moreover, you shouldn’t be too in people’s faces because such an approach can also damage your brand. You need to ride the fine line where it is beneficial to you, but also generates media interest 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 are 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. As a member, all you have to do is figure out which request matches what you are writing about.
Everything that you post through HARO will be compiled in your profile so that you are aware of what 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. You can compile this data in an asset that you can distribute to targeted publications and press mentions.
You need to think of the best story angles that you can use to promote your business. Make sure you offer definitive answers to common questions asked, provide 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. 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 1 million+ journalists, influencers and bloggers is also a great place to search for 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 media 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 to your project. This is a great way to get attention and get people talking about you.
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 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, you will pique their curiosity. When more people are interested, you will notice a boost in website traffic as people come to check you out.
It is not necessary to use all of these tactics. All you need to do is pick one or a handful. If you stick with it, then you may accomplish exactly what you want with your business.