December 6, 2018
As PR professionals, we are trusted to create “buzz” and craft creative campaigns and stories that will ensure clients receive valuable media attention. Sometimes, though, no matter how unique a pitch or angle, the media just doesn’t bite. Here’s how humanizing your relationships with the media can help break through barriers and achieve superb results.
“The Media.” We know them. We love them. We want them to love us. As professionals in the art of media relations, us PR folk spend a significant portion of our lives studying journalists’ writing, tracking their interests, and learning what makes them tick. Much of the fun of PR is the challenge of finding the perfect media target for a perfect pitch. When you have a story that sticks, those are the moments that make the hustle worth it!
In the often chaotic world of PR, it can become easy to think of the media as mythical beings sitting in a castle in the clouds. However, it’s important to remember, the media you’re pitching are people, too! While some trends are going to be relevant and interesting to everyone, each journalist should be treated as an individual. When we remember that, our relationships have a much better chance of bringing value to ourselves and our clients.
If someone gives us a nice gift or letter, it doesn’t feel as special if you find out they gave it to a bunch of other people, right? We all want to feel special – it’s human nature! The same goes for members of the media. Whatever their field or beat, journalists and writers everywhere are bombarded with deadlines, ever-changing trends and urgent last-minute news. Sending them a pitch that clearly went to a large pool of recipients and has no indication that you took the time to show why it is a good fit for them and believe it can help them do their job better is less likely to get a positive response.
Here are some tips for humanizing and personalizing your correspondence with the media:
Now you know why humanizing media relations strategies is the golden ticket to valuable coverage opportunities! Remembering these tips will help you build respect and rapport with great journalists – after all it’s called media relations.
A little lost in the media landscape and looking for guidance? Drop us a line!