Establishing a relationship with media and influencers is essential in the field of public relations. A close relationship will work in your benefit when you are trying to pitch your story. If you know exactly who to pitch to and what will catch their eye, your story will get a lot more publicity.
Here are on few tips to help you build successful connections with the media and influencers:
- Build relationships, not individual opportunities. If you make meaningful connections with the media, you may find that they are more receptive to your pitching down the line. You may also find they take interest in what is happening with your brand and reach out to you.
- Let the media get to know you. Provide opportunities for the media to get to know you. If you are launching a new brand, they will not know you at all, so you need to accessible. Invite them to media events you are holding, build a downloadable media kit, and be active on social media.
- Get to know the media. Using a blanket approach where you pitch every media contact you can think of is not a great idea. Thoughtfully build a list and get to know who your media and influencers are. What do they write about? What stories seem to grab them the most? And most importantly, what is the connection between your pitch and them?
- Anticipate the media’s needs. You have to be able to identify what the media may need to write a great story on your pitch. Be sure to include background information, high resolution images, and spokesperson/expert availability when you send your story.
- Be clear about what you want. Whether you are asking for coverage, event attendance, or an interview make it easy as possible for the media to evaluate whether or not they want to be involved.
- Keep your promises. If you say you are going to provide your contact with information by a certain deadline, then do it. Also, if you promise an exclusive to one publication, do not do the same to another. It breaks down trust, and they will likely delete your email next time you try to pitch them.