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The ABCs of writing for the media (Part 2 of 4)
B: Build Relationships
As a public relations and marketing professional, your relationship with the media is, ideally, going to be a long one.
Public relations and the media have a symbiotic connection: you need them, and they need you.
So how do you nurture this relationship and keep it healthy over time?
Step 1: Be Authentic. As we noted in our first edition of this series, authenticity is key to getting your clients' stories told. But it is also key to creating long-term, meaningful relationships with members of the media. While, yes, the relationship between a public relations professional and a journalist or broadcaster could be seen as purely transactional (“I bring you a story, you give my client coverage”) it can be much more. Consider the human behind the job title, and make genuine connections with the people you work with. People respond to authenticity more than sales pitches.
Step 2: Make the First Move. Don't be afraid to reach out to journalists, TV producers, editors, etc. Invite them on coffee dates, your treat, to discuss what kind of stories they're looking for. Follow up each meeting with a thank-you note and then begin building relationships with the ones you click with and see a potential future of working together.
Step 3: Keep Notes. Remember the media professionals you've worked with and some key details about them. Do they cover human interest, tourism or politics? Do they want entertainment stories with a cultural angle? Do they like when you prepare talking points for an interview or do they prefer to do it all themselves? Do they have children, pets or hobbies you can discuss in your next conversation? Get to know the person, remember who they are. You're building a relationship.
Step 4: Say Thank You. Gratitude should be a given, but many people are too busy or distracted to express it. Thank members of the media for meeting with you, even if nothing comes of it. Thank them for giving your client coverage in their publication or on their radio segment. Bring coffee and pastries to a 5 a.m. TV taping for the whole bleary-eyed crew. People appreciate the little things, and they'll remember how you made them feel. A little genuine gratitude will go a long way.
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