Are you frustrated by sending media alerts and press releases with nothing to show for it? Are you tired of knocking yourself out and getting no press coverage? Don’t give up. It could be that it’s time to try a different tactic. Getting free publicity is all about building media relationships.
Build Great Media Relationships
Of course, each press release could be a little sharper, and every marketer could be more thorough in following up to encourage coverage. The system can always be improved.
But there’s more to getting publicity than hyping media outlets with (another) press release. Develop media relationships with influential people that make decisions and you’ll be amazed at how much free promotion could come your way.
Developing great media relationships is a game, and in the promotions business, it’s important to know how to play.
Here are a few tips on how to win favor.
Do Your Research
All media folks are similar in some ways, but each is individual.
It’s important to get to know which media outlet makes the most sense for a story and who at those outlets will be most interested.
Find the best fit and start there. Target them first. Get to know the influential folks personally.
Find out about the reporters and anchors in the market. Check into news directors and promotions directors at TV stations and newspapers.
Search stories they’ve covered in the past. Read blogs and tweets. That’s easy with a little time and a Google search. Find out which charities and events they support. Each piece of information can be an entry point that starts a relationship.
Knowing those things can help craft a more effective message when it’s time to seek publicity.
