Today more than yesterday, a company cannot remain silent. If it doesn’t communicate, others will (its employees, its customers, its competitors, etc.), consequently loosing control over its messages and its overall image. To unroll a media relations campaign is one way to prevent this from happening.
Are you hesitating? Here are two good reasons to dare:
Media relations are economical, because, as per se, they can be executed internally and they do not require any specific tool. And it’s getting even better: just compare the cost (in man time) for generating an article written by a journalist and the cost (in agency time + advertising space purchase) needed for the publication of an advertisement. The result is unmistakable.
They are efficient because journalists, whose independence and critical wit should always be respected, benefit from a vote of confidence from their readers. They become prescribers of the information, giving it a greater legitimacy. The company’s image is strengthened, its message approved, consequently accepted.
You may have guessed that we are firm believers in the power of media relations. You too? Then you have two options:
– You entrust your media relations to an external agency, who will, depending on its professionalism, allow your company to gain in visibility (or not).
– You decide to in-source your media relations.
As it is never easy to take on a new discipline, we will help you by providing 10 suggestions to implement successful media relations. Sometimes common sense, sometimes more “technical”, these suggestions will allow you to understand how media relations work and to implement your own campaign.
However, let’s keep in mind the basic principle of media relations: patience. Media relations are a long-term initiative, in which each action capitalizes on the previous one to build your company’s image in the journalists’ minds. Unless your company is large and well known, your actions may not generate any articles at the beginning of the process. And it’s normal. Before relaying your pieces of news, journalists will evaluate the permanence of your approach. Be prepared to accept many “no” and very little results before noticing the benefits of your media relations campaign.
So, ready? “See you” next week for our first suggestion: #1 – TO LIST!