The bigger the event, the greater the competition for attention. And at any given moment, a news story can break that unexpectedly changes the tide of the whole week.
PR Newswire’s audience relations team has experienced all of this and more during this month’s political conventions: the Republican National Convention in Cleveland and the Democratic National Convention in Philadelphia.
As the official newswire service for these two major events, we’ve had the wonderful opportunity to engage with journalists and bloggers covering the nominations and to assist in signing them up for convention newsfeeds.
Senior Audience Relations Manager Christine Cube and I have seen a lot and learned a lot over the past two weeks. Here are 7 lessons we picked up along the way for managing media relations in the middle of a major conference.
1. Act fast, and get to the point.
Thanks to technology, our jobs – and the world – are conveniently at our fingertips. Because of this, it’s easy to stay stationary, glued to our screens for hours of virtual outreach. But nothing beats the forming and fostering of relationships in real life.
At an event like a political or industry convention, it’s important to put yourself out there early in the process.
Media are already busy and stretched thin and it’s exponentially more hectic for them at a high-profile event. It’s important to respect their time and their process. Greet them early and be succinct in your approach. Nail down your quick script ahead of time to prevent losing their attention.
At both conventions, the first two mornings of each week were critical hours in our approach. With main events happening in the evenings, journalists were most accessible at this time.
2. Find the right person in the room.
Being able to attend an event on the national stage is a dream come true for someone in media relations. With tens of thousands of journalists on-site, it’s essentially the Holy Grail for finding and connecting with members of the media.
Unfortunately, talking to each and every person in the room isn’t realistic. The temptation to approach major media may not have the right payoff either. Taking the time to find the right person in the room can make all the difference.
When approaching a bigger group from the same news outlet (some of these designated media areas housed hundreds of staff members!), the best outcome can come from pinpointing who in the room holds the position that most closely correlates with what you can offer.
The best gateway to a large group is through someone they already know and trust.
3. Build the relationship – the right way.
Be the journalist’s problem solver first, and friend second.
At the conventions, we had one job to do – to make journalists aware of and get them connected to the official convention newsfeed. Of course, there are perks for us. We get to immerse ourselves in their environment to better understand how they work.
We grew our network and became familiar faces for journalists, exchanging hellos and other friendly conversation in a crowd of strangers.
But, that’s not the end game. Our central mission is to let them know they have a resource to make their jobs easier. Professionalism, politeness, and a clear willingness to go above and beyond for them has great impact. Offering free swag helps, too. And if you can swap stories or share a laugh: bonus.
4. Tune in.
Listen to what’s happening around you at all times. Whether sitting down to get some work done, walking from location to location, or strategically re-canvassing areas where media are present, your ears should always be open.
You may hear a journalist mention a need that you can help fulfill, providing you with a perfect opportunity to present your ability to assist. (Overheard at the convention: “How do we get speech excerpts?” Me: “I can help with that!”)
If you are in need of more opportunities for face time, check Twitter. At major events, you’ll typically find journalists posting coverage and personal accounts on social media using the event hashtag. If the media aren’t present in the areas you expect, you may learn they’re congregating somewhere you can strategically place yourself for timely introductions.
5. Silently advertise your abilities.
Following the action can be lucrative, but it’s not always possible. Finding ways to silently advertise who you are, what you do and the solutions you offer can help attract the people you’re trying to help – especially when you’re on the move.
“Ask me” buttons or name tags that draw the eye can help while you’re mobile or attending events where media are also present. A table tent sign in front of your laptop can help initiate introductions, while you have your eyes down on your screen. Both proved necessary for us and made us more approachable in the eyes of the journalists.
If you want to reach those you can’t see, be social. If you know who’s going to be present, do some preliminary outreach via email. Blogging before and during the event can also help draw attention to your presence, as can reminders on social using the event hashtag.
6. Be their advocate.
Putting yourself out there to a large group usually means fielding a lot of questions you don’t have immediate answers to. With this comes an opportunity to forge a deeper relationship through good, old-fashioned customer service.
If a journalist is looking for something beyond your job description, see what you can do to get it by talking to your contacts, connecting them with others you’ve met, or simply running to an information desk.
Any work you can do to be a liaison between a journalist and someone who can help them can go a long way, and as we found, can make you a productive resource that they may keep coming back to for more.
7. Know when to stop.
A critical step in the media relations process is recognizing when to put the work on hold. There’s a time and place for successful outreach, and sometimes the best thing to do is to do nothing.
Pay attention to the silent signals journalists convey as they work to cover the event. If they appear to be deep in conversation or you sense tension or increased movement, leave your card and information with someone. If they need you, they will find you. We learned very quickly from our growing inboxes that this scenario is not a lost cause.
Finally, trust your instincts. If even a moment of contact feels at all uncomfortable, come back at a better time. They’ll appreciate your consideration of their busy environment.
The media relationships you build at a major conference can prove beneficial long after the event ends. Once you establish a connection, strengthen it over time to prepare for your organization’s next earned media opportunity.
Download our guide Redefining Newsworthiness: New Opportunities to Earn Media & Attention to get more tips that will help connect your brand’s story with journalists, bloggers and other influencers.
Photo credits: Anna Jasinski and Christine Cube, PR Newswire
Author Anna Jasinski is manager of audience relations at PR Newswire. Follow her on Twitter at @annamjasinski or on Snapchat. You can also catch her sharing the latest news in journalism and blogging on @BeyondBylines.
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