[fusion_builder_container hundred_percent=”no” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” overlay_color=”” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” padding_top=”” padding_bottom=”” padding_left=”” padding_right=””][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” border_position=”all” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” center_content=”no” last=”no” min_height=”” hover_type=”none” link=””][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]
Public relations can be a lot of things. Like A LOT of things.
Overland Park, Kan. – October 15, 2018 – Some are grey areas between advertising and even graphic design. But one thing that PR owns is media relations.
Media relations is the use of earned media to build positive sentiment toward a company, brand or product. It’s a way to build on creative marketing concepts to build a positive reputation. Media relations is building mutually beneficial relationships with reporters and key opinion leaders to tell a brand, company or product’s story. PR professionals indirectly sell something by painting the bigger picture to the public.
That story can be anything from the dangers of drinking and driving in your community (s/o to our client KDOT) or how GCSAA is sending 10 golf course superintendents to work the Ryder Cup (s/o to GCSAA) or how your dog can be so scared from fireworks that it runs away (hello, Adaptil!). These stories are told through a variety of mediums, but primarily through print, radio and television placements and organic social media.
Here are some important things to remember about media relations:
Quality vs. quantity. Which would you rather have – one AMAZING, memorable, delicious cupcake or 12 average cupcakes? Think of your media relations strategy in the same way. When telling your brand’s story, you want quality, resonating stories, not just a bunch of so-so hits. One great story can make a huge difference.
Long vs. short-term. Results are significantly better for brands that chose to invest in long-term media relations. It’s a marathon, not a sprint, and takes sustained effort to build brand awareness and gain momentum. A single news article will lead to a limited amount of coverage but a sustained effort can lead to increased exposure and journalists will recognize you as a trusted, credible source. PR is meant to work consistently over time to contribute to long-term growth. It is not a quick fix. However, capitalizing on current topics in the news is also important! You should be constantly looking for conversations that your brand can seamlessly join in on to stay relevant.
You’re only as good as your spokesperson. It is absolutely crucial to have a charismatic spokesperson! Having a spokesperson puts a face to your company, provides credibility and delivers your company’s key messages. A good spokesperson must be knowledgeable, conversational, genuine and available. It is important to thoroughly train your spokesperson on media best practices and work together to create and deliver messaging.
It’s not about product mentions. PR professionals need to get creative with their storytelling and focus on a relevant topic that provides the secondary opportunity to include a product or brand mention. If your spokesperson can get a mention in of your product, GREAT! Congratulations! But journalists aren’t there to put your product on TV or link to it online. You never want to ruin your relationship with a reporter or with the public by being too self-serving or commercial. Remember when I said PR is meant to work consistently over time to contribute to long-term growth?
Any company that wants to sustain growth and sales should include media relations as part of their long-term integrated marketing strategy. Media relations helps brands start and be part of important conversations in their communities and on a national level. It helps brands compete, stay top of mind and will impact sales. So, why not?
PS – Did you know that a brand mention in the news is three times more credible than an advertising mention? That’s how powerful media relations can be.
What’s your story? Need help telling it? It helps to have seasoned PR pros on your team that have a nose for news and can help you tell your brand’s story. And I know a cool pair!
[/fusion_text][/fusion_builder_column][fusion_builder_column type=”1_3″ layout=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” border_position=”all” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” center_content=”no” last=”no” min_height=”” hover_type=”none” link=””][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]
[/fusion_text][/fusion_builder_column][fusion_builder_column type=”2_3″ layout=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” border_position=”all” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” center_content=”no” last=”no” min_height=”” hover_type=”none” link=””][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” class=”” id=””]
Written by Shaeffer Smith, Public Relations Associate
[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]