In the next series of posts, I will be looking at what makes a good media relations strategy. Today more than ever companies and organizations can bypass traditional media and build loyalty with constituents and customers through social media. But traditional media shouldn’t be ignored. While we my grip MSNBC is too liberal and FOXNews is too — well — sensational. We still need them. And, quite frankly, they need us more than ever.
Keeping in mind the power of traditional media, having a solid media relations plan matters. It matters. So let me brush broad here and explain the three mainstays of media relations as they are today:
- Media Relations Plan: This gives form and focus to outreach and design and direction to message as well as asset development. One scholar of media relations puts it this way,”Without a plan, public statements or promotional announcements usually lack focus and could actually work against fulfillment of an organization’s overall marketing and business objectives.”
- Be Original: Nothing says boring more than canned images, staged b-roll, and stories gutted of their life by clueless attorneys. Clart new territory with your brand message because you’re smarter and savvier than your competition.
- Tell the Truth: (Interesting side note you’ll never see, but I spelled out “yell” instead of “tell” a few seconds ago.) Either are appropriate. The same scholar tells us this: “Regardless of the situation and circumstances; using accuracy and candor in dealing with the media is always the best route.”
Planning, which is being intentional, could lead to being original. Unless, of course, your plan is the bore the hell out of reporters, editors and ultimately your audience. And being intentional could also lead to being honest. Unless, of course, you plan to lie. If that’s your goal, keep your mouth shut and go home.
Coming next, four critical questions you need to answer before writing a media relations plan.