If you're launching a new product or service, having strong media relations can be the key to spreading the word about your campaign. Needless to say, every brand manager or PR executive wants a good turnout from the press. But forging good media relations goes beyond simply booking a venue (or setting up a Zoom link), ticking off every name from the guest list, and exchanging pleasantries. You want powerful, impactful stories that effectively shape the conversation around your brand and its latest offering — an important advantage that good media relations can provide.
The benefits of media relations for your brand are clear. By establishing a reliable network of media contacts, you can secure coverage for your PR initiatives and position your figureheads as thought leaders and content sources. This not only builds your brand's credibility but also fosters higher engagement with your target audience and gives you a strong media network to rely on in times of crisis.
But how can you build and strengthen these crucial relationships? Here are 5 proven strategies:
1. Come up with a compelling story hook that provides value to readers
Put yourself in a journalist’s shoes. Your pitch must be able to answer the question, “How does this provide value to readers?” This can help you plan your event's theme and activities and pitch irresistible story angles to reporters in advance.
2. Create and communicate with a targeted media list that is relevant to your market and brand's industry
It is important to keep your audience as well as your brand’s relevance in mind. This boosts the chances of an outlet picking up your story.
3. Genuinely invest in your relationships with high-value media contacts
Keep in touch often and maintain a two-way conversation. This helps you understand what kind of stories the journalist or their outlet is looking for and guide your pitches. As much as you are eager to share about what is new with your brand, keep the line open and know what kind of stories the journalist or their outlet is looking for. This will even guide you better in knowing what pitches to give.
4. Plan a memorable press kit that enriches your guests' experience and better shapes their story
A press kit provides all the important information a journalist needs to know about your brand. While a press release allows a journalist to easily file their article, it helps to create a creative press kit that enriches your guest’s experience and better shapes their story. This can include interactive elements for online media events.
5. Regularly offer helpful and creative story opportunities
Following up with post-event releases is part and parcel of staging a media event. But whether you have a large-scale media event or not, one way to make sure a newsworthy piece comes out is by providing creative opportunities for storytelling. Share avenues such as one-on-one interviews, quote opportunities, and exclusive sneak peeks, to ensure newsworthy pieces come out.
By following these strategies, you can build strong media relations that amplify your messaging and boost your brand's credibility. At Blue Totem Communications, we specialise in helping brands power their communication strategies and connect with high-value media contacts in Singapore, Malaysia, and Southeast Asia.
Contact us today at bluetotem.co/contact-us today to learn more.