Do you use press releases to share business news or promote a cause or event? If so, understanding media relations can increase the likelihood that local publications will share your news. Building trust and rapport with journalists is key, but this can be challenging for businesses that handle their own PR, especially with infrequent media outreach.
Below are five things a business should know about media relations and why hiring PR professionals with established contacts can be beneficial.
- Relationship building. Media relations is a long-term effort that involves building trust and credibility with journalists over time. Trust is earned through experience. Journalists rely on sources who are dependable, respond promptly and provide accurate information. PR pros who have built relationships with journalists have proven their reliability. A one-time outreach effort may not give a business the opportunity to show its dependability.
- Targeting. It’s important to send your press release to journalists who cover your industry or area of interest. Research their previous work to ensure your story fits their focus. Sending irrelevant pitches can damage relationships with journalists.
- Timing and relevancy. A well-timed press release with a newsworthy angle increases your chances of coverage. Make sure it is timely, relevant and valuable to the journalist’s audience, not just promotional content for your business.
- Speed and efficiency. If you manage crisis communications or work with tight deadlines, hiring a PR professional with established media contacts can often get a story in front of the right people faster than a business starting from scratch.
- Inbox priority. Journalists often receive a high volume of pitches weekly, and trust can be a factor in how they prioritize their inbox. When they know a PR professional and have had positive experiences with them—such as receiving well-researched, timely and relevant content—they’re more likely to open future emails from that source. On the flip side, a press release submitted by an unfamiliar sender may get overlooked or even land in their spam folder.
While some businesses can manage an occasional media pitch or press release, building meaningful media relationships requires ongoing effort. By partnering with a PR professional, you’ll gain access to established networks, increasing your chances of successful media coverage.
If you need help with a press release in Whatcom County, Bellingham PR & Communications is here for you!
