There’s an awful lot more to media relations than firing out press releases.
We specialise in getting messages to audiences through their specialist media in editorial. We achieve this by establishing close contacts with key journalists, briefing them and then supplying them with a regular feed of high quality press releases and features that we tailor to make relevant to their readers and your audiences.
Media is a lot more diverse than it once was. In years gone by B2B media consisted almost entirely of printed trade magazines. Now it can include websites and blogs and the boundary is being ever further blurred by social media, which essentially makes everybody a journalist. Despite all the changes that have taken place, media relations coverage still establishes a very high degree of credibility. An endorsement from a journalist or an informed commentator still carries a lot more weight than an advertisement.
In order to be successful you can’t just bash out a press release, fire it off and hope it will get used. It’s vital to build a relationship with each journalist, contact them before sending a story to them, talk through what you are sending them, establish their interest in the story and see if you can give a special tweak that might make it more relevant to their readers. Press releases always get better coverage if they are pre-briefed and then sent out with good quality images. It’s always vital then to contact the journalist after sending them the story to make sure they have received it, understand it and to offer them interviews, opportunities to view the product or service and try it out for themselves.
A press release is a news story. Typically announcing a new product or service, a new contract, a technological breakthrough or an impending event. It could also give details of a corporate development, investment, hiring new staff or reaching out to new markets.
We are always looking for the opportunity to secure more detailed coverage with a feature story. This could be a company focus or an in-depth look at a new product or service. Features come in two forms – pre-published forward features, which publications plan in advance and invite companies to contribute to, or specific features, which focus entirely on your business, product or service, and which we persuade Editors to run.
A media relations campaign should always start with identifying a top level of journalists, who we know we should prioritise because they directly reach your key audiences and are influential in opinion forming.
The first task is to create a press briefing pack – essentially a kit of information that gives the journalist everything they need to be able to write comprehensively about your company, products and services. This is likely to include background information, facts and figures, product and service overviews and high quality images.
We will typically then set out to brief top level journalists with the pack and invite them to meet a client and experience the business, products and services for themselves. This ensures that, right from the start, the key journalists have a thorough understanding and appreciation of the client’s business.
Having briefed the media we can then start identifying stories to create and send to them. We will work with you to put together a calendar of activity, highlighting product or service releases, important events, such as exhibitions or seminars and anything else that we might judge presents a positive opportunity to generate media coverage that consistently reinforces your key messages.