One of the biggest advances in media relations comes from social media. More journalists are stepping off the traditional writing platforms and onto social media platforms such as blogs, social networking, and links through independent associations. Because of a more competitive market for stories and a larger pool of journalists and available leads, it is important to make sure that your story effectively stands out to media members. Make journalists remember you, have contact with you, and build a reputation for always being news worthy. Public relations professionals need to make sure that they do their homework before picking up the phone or sending an email to a media outlet. Make sure that your pitch matches the beat of the journalists and the publication. Also, PR pros need to be well organized when it comes to media relations-by having a set list of reporters to fall back on, it makes the pitching process easier because if you have pitched stories of value before, chances are, reporters are going to know that when you call its worth their time. Also, ask what other stories the reporter is currently working on, and see if you can provide some additional information or insight for them after you have pitched your initial story. It is also wise for PR pros to know the pitching differences for newspapers, blogs, TV, radio, and social media. Keep pitches concise and if you tell the journalist you need five minutes of your time, then only take five minutes of their time. Finally, always remember to follow up with the reporter after you pitch your story. On another note, PR is becoming digitalized and internet based, thus it is important for PROs to be able to adapt to a changing media database and learn how to use digital tools and resources that allow for a lower advertising and marketing cost, specifically allow the PRO to leverage key messages quickly and at a low cost. Media relations skills are very beneficial to PR and knowing how to properly do it can save you a lot of time and headache throughout your career. Knowing the proper techniques listed above and having knowledge of media relations etiquette can build relationships with reporters and journalists that will aide you in building success for your organization and also for your career.
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