When the worlds of PR and media are discussed, it’s impossible to avoid parallels. The challenges both industries face and the changes required are often similar if not the same.
Don’t make the mistake, though, of viewing PR and media simply as two lines running parallel with one another. This oversimplification can cause many to miss the crux of PR and media’s relationship and lead to disconnects and disappointment.
Rather, the relationship can be viewed as a double helix – a pair of parallel lines intertwined around a common axis.
When PR is done right, the axis that connects it with the media — the thing that both parties can work together to support — is the media’s reading, viewing and listening audience.
I was reminded of this while reading Got Scoop? DC Reporters Discuss How Social Media Has Changed the Game on PR Newswire’s media blog Beyond Bylines. In the article, senior audience relations manager Christine Cube (@cpcube) shares a few lessons from a recent Society of Professional Journalists panel.
Aaron Davis (@byaaroncdavis), a Washington Post reporter who covers politics and government, was joined on the panel by Kavitha Cardoza (@KavithaCardoza), who covers education with WAMU (FM) Washington and teaches in American University’s Department of Communication, and Cuneyt Dil (@cuneytdil), founder of the District Links e-newsletter and freelancer with Washington’s Current newspapers.
Although the trio’s conversation focused on the state of journalism in the District, the obstacles and opportunities they discussed not only apply to most news markets, they also impact their PR counterparts.
Build better relationships with today’s journalists by remembering these media insights and PR tips.
1. Coverage is constantly changing. Don’t fall behind.
When is the last time you brushed off your media list? Don’t get too locked into assumptions based on what a news outlet previously covered. You could be overlooking an opportunity.
“Washington’s not really unique – it’s like any town with a myriad of local stories,” writes Christine. “So what wins when it comes to local coverage? You might be tempted to say politics, and while that’s not incorrect, DC is chock full of other news.”
During the panel, Kavitha shared how WAMU is adding new beats to adapt to their listeners’ current interests.
“Among them, race and ethnicity now is a beat,” reports Christine. “Previously, WAMU split up news according to geography, with someone covering DC, Maryland, and Virginia.”
As you update your media lists, don’t just look at whether or not a contact is still at a publication. Regularly assess whether they and the publication are still covering the topics you’re pitching them on. Conversely, don’t disregard publications that aren’t currently covering your niche. While you shouldn’t pitch them right now, keep them on your reading list and periodically circle back to see if their coverage area has expanded.
2. Audience behavior impacts publishing schedules more and more.
“The internet has changed how the entire news operation works,” Aaron said, mentioning that the Post always considers the time of day before publishing a story. “The whole publishing schedule has gone upside down.”
Readers’ digital and mobile consumption habits are central to this schedule.
Many of the Post’s top stories are published online around 6 or 7 a.m. to align when people are waking up and turning to their phones to read the morning’s news.
Just before lunch is another popular time as readers catch up on what’s been happening throughout the morning. As the afternoon creeps on, the question becomes whether or not a story is worth holding for the following morning.
Each news outlet may have its own publishing schedule; however, as website analytics improve, more and more of them are turning to audiences’ online habits to inform their strategy.
Similarly, you can optimize your press release strategy by understanding your audience’s behavior and content preferences. Beyond talking to the journalists and influencers you have relationships with, keep an eye on your press release reporting. Do you see any patterns in pickup? What distribution times performed well or not so well?
Research, measurement, optimization and patience are key to success.
3. Today’s journalists are one-person bands. Be resourceful and respectful.
The panelists all agreed that today’s journalists — including those at traditional news outlets — must learn how to do everything.
“Don’t count on the publication to get you better,” recommended Aaron. “You have to get yourself better.”
Summing up the panelists’ remarks, Christine writes that journalists must “become familiar with audio and video. Take photographs. Be able to build graphs.”
This is an area where PR can help. Just as today’s journalists are required to wear many hats, so are you.
Take a class or two to hone your design and video production skills. Learn more about data visualization. It will not just improve your media relations, but also the brand content you offer directly to online audiences.
As you build relationships with the media, find out what they need and follow through with those elements.
Remember, though, that the multimedia and content you provide are there to aid the journalist’s storytelling, not be the story itself. Give options, not directives and make your content easy to adapt.
4. Quality still rules the day in journalism and PR.
While social media and mobile have changed the news industry, some old school rules still apply.
Kavitha noted to up-and-coming journalists that interning at a print job is critical.
“You just have to start with print,” she said. “Sometimes when I see young kids who intern with us and want to be journalists, they’re so focused on social media. But there are basics of journalism that you have to know.”
Take this to heart: High-quality writing and a journalist’s sensibility are still valued. Increase your chances of media pickup by being relevant, providing unique insights that will help journalists, and engaging readers from the start.
It can be difficult – and time-consuming – to keep up with everything that’s needed for a successful media relations strategy. Fortunately, when you partner with the right press release service provider, it gets easier.
The key is selecting someone who can serve as an extension of your communications team. A partner with the relationships and capabilities to offer up-to-date guidance on what audiences are looking for.
Download our buyer’s guide Your Trusted Partner: Selecting a Press Release Service Provider for eight questions that’ll help you find your perfect fit.
Author Amanda Hicken is PR Newswire’s senior manager of strategic content and managing editor of Beyond PR. Follow her on Twitter @ADHicken for tweets about marketing, the media, Cleveland, and comic books.
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