Social media Updates

The Importance of Media Relationships When Pitching a Story

May 19th, 2017 Posted by Blog No Comment yet

Social media Updates

As a small business, or any business for that matter, you want your customers and potential customers to be aware when you launch a new service, are hosting an event or even hire a rockstar employee. All of these things create positive brand recognition and awareness, increasing the volume of your business.

So how do you make this happen? Press releases, right?

Pitching a story to media may seem like an easy task, but it’s garnering coverage that’s the hard part. It’s funny, being in the public relations industry, we always hear, “Oh yeah, we do our own press releases and distribute them to our lists.” Well, guys, times have changed. It’s not all about press releases any more.

As public relations professionals, we are the ones who have the relationships with the press. Sure, we still do press releases, but a press release may not be the right fit for all types of news.

The ladies of Strategic Ink had the opportunity to meet with regional media representatives (broadcast, print, wire services, etc.) during a recent event, The Space Coast Media Summit. All of them agreed that while press releases are good in some cases, they would much rather a short pitch (bullet points, to the point), a Twitter or Facebook message, video and images. And in some cases, ALL OF THE ABOVE, because let’s face it, we are all really busy.

Relationships are a crucial element of any business. Media relations is precisely that. Your chances of getting a story covered are so much greater if you have good rapport with the person you are pitching to. Which email do you think they will read first? One from a name that they don’t recognize or one from a trusted source?

This week PR Daily ran a great piece on how to avoid common email pitching mistakes. It’s definitely worth a read and provides some useful tips.

The bottom line here is that the stronger your relationships with the media, the better chance you have of getting press. If you have those relationships, great! But if not, PR professionals and agencies specialize in just that. It’s more important than you think…

Tina Lange, APR, is the Owner and Chief Strategist of Strategic Ink Public Relations. She holds 20 years of Communications, Public Relations, and Marketing expertise in both corporate and agency environments and is the past president of the Florida Public Relations Association Space Coast Chapter. Tina has worked with high profile brands such as Space Florida, FLORIDA TODAY and Boeing. Tina holds her B.A. in Communications from the University of Colorado at Boulder and is accredited in public relations. When not hard at work, Tina is spending time with her two wonderful children Alex and Sam, promoting the Arts in Brevard, and is an avid motorcycle enthusiast, snowboarder and ukulele player!

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