By Emma Smith
Media relations—the cultivation of a mutually beneficial relationship between a company and journalists—is an instrumental part of a well-oiled public relations campaign. According to research by Cision, “Audiences view earned media as the most authentic form of marketing.” Indeed, for many firms, a strategically placed article can lend invaluable third-party validation and credibility, which may ultimately result in a boost to their bottom line.
It comes as little surprise, then, that some 75% of companies over the next five years plan to increase overall spending on public relations, an investment that can yield tremendous ROI. However, and it can be easy to overlook the work—the blood, sweat, and tears—that goes into a media relations “win.”
Any seasoned PR pro will tell you it takes much more than the dissemination of a press release to get killer coverage. For the most part, there’s a lot that goes on behind the scenes, and a great deal of strategic posturing, persuasion, and persistence.
Unfortunately, every now and again, a client emerges who has the potential to unravel all that effort by failing to recognize a few key fundamentals of media engagement. This overstepping of boundaries can present a significant threat to the credibility of their company and their PR team alike.
With that, here are some media relations mantras—rules of engagement—to be aware of:
Reporters do not owe you anything
Like many PR professionals, I have developed longstanding media relationships that were established and built on a foundation of mutual trust and respect. My reporter contacts understand I will do everything in my power to preserve my clients’ best interests, while also ensuring my clients deliver valuable content that is original and factual in nature.
In turn, I respect journalists’ need to present an objective viewpoint and produce content that delivers value to their readers. I am therefore cognizant that not every article is going to be a glowing endorsement, full of gushing praise for my clients and their services; that is simply not how this process works. For anyone intent on retaining tight control of the narrative, advertising is probably a better fit.
It’s also important to realize that reporters will often talk to alternate sources as a means of adding depth to a story, and this can result in the inclusion of a viewpoint that may be contrarian to your own. A third-party source might even cast aspersions on your stance, sometimes undermining your strategic vision or calling into question the validity of your product offering.
Unfortunately, every now and again, a client will request—or worse, demand—that a reporter make substantial edits to an already-published piece. This is acceptable when there are significant factual inaccuracies to be addressed, and most media sources will quickly address the oversight and appreciate the clarification. However, if the objective is to manipulate an article so that it reflects more favorably on you and your brand, you will likely receive a dismissive response.
You need your press contacts more than they need you
In 2016 alone, per the Global Entrepreneurship Monitor, more than 25 million Americans were estimated to be starting or running a new business. That’s 25 million firms that are likely looking to elevate their brand and make their presence known.
With that in mind, one of the most shortsighted things you can do is to assume that the media is beholden to your schedule and your whims. Never treat the media as though they’re at your disposal.
Unless you happen to be the next Steve Jobs and at the helm of a truly game-changing product or service offering, you can safely assume the media will quickly lose patience and interest if you communicate any disinterest and lack of respect. There are numerous ways in which you may be doing this, such as:
- Saying you are only available for an interview or call at 6 p.m. on a Friday. Remember, reporters have lives, too!
- Repeatedly rescheduling a call or canceling at the last minute. Your friends don’t appreciate it, and reporters—who are often assigned multiple stories with competing deadlines—appreciate it even less.
- Arriving late to calls and in-person interviews—just don’t do it.
- Being combative or condescending during an interview. An interview should be a time to educate a reporter and make a compelling case for your brand, not a time to be rude.
- Inviting colleagues to the call without asking or providing prior notice. No one likes being caught off-guard and, though the presence of an additional spokesperson may not present an issue, it’s polite to ask in advance.
- Taking calls from noisy locations. The “dulcet” tones of an airport announcer or your overexcited toddler are rarely conducive to a successful interview. Find a conference room.
There are, quite literally, millions of sources out there who are vying for media attention. And, once you’ve eroded a reporter’s trust and subsequently exhausted their patience, they’ll be less compelled to engage with you further.
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An interview does not guarantee media coverage
Here is a familiar scenario: A journalist will wrap up a media interview, which ostensibly went rather well, but the anticipated story never materializes. Or, the story is published—but doesn’t include any of your quotes.
Though it can be frustrating to devote your valuable time to a media interview, only to later see that your comments were not included in the final article, the interview was not necessarily a waste of your time. More often than not, the omission was due to an editorial decision, and little to do with the reporter’s own selection process. The same is true of TV interviews. For better or worse, we live in a fast-paced era that is increasingly defined by a fast-paced news cycle, and sometimes you’re going to get bumped. Getting indignant about it won’t change a thing.
It is important, instead, to take a longer-term perspective. Often, these interviews—which you may think were “wasted time”—lay the groundwork for a longer-term relationship with a reporter or outlet. If there was a particularly resonant topic or compelling soundbite that emerged during the course of your media interview, don’t be surprised if the journalist resurfaces in the near future to explore it in further detail.
By leaving your ego at the door and exhibiting a little flexibility and patience, you are subtly communicating to the media that you get it. And in the process, you’ll likely develop some rewarding and mutually beneficial media relationships that will yield significant ROI in the long run.
RELATED: 7 Secrets to a PR Pitch That Gets Results
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