While social media has given companies a far more direct line to their customers than ever before, traditional media is still a powerful tool to allow businesses to expand their reach and build their brand, writes Darren Northeast, Managing Director, Darren Northeast PR.

But how do you harness that mighty power? How can you get your message out into the world via print, online and broadcast media – ideally without shelling out a hefty sum in advertising fees?

There are of course a multitude of factors at play in accomplishing this, but one that should never be overlooked is building and maintaining relationships with journalists and those working in all sectors of the media – these relationships can be powerful catalysts for success.

Ultimately, journalists and editors are the gatekeepers to their platforms, so never neglect them, and tick them off at your peril!

As an established PR company (celebrating 18 years this year!), we are fortunate to enjoy some long-held close connections, warm associations and even long-standing friendships with members of the press, especially those local to us here on the south coast.

But ‘going way back’ with an editor or journalist isn’t the only way to have a positive working relationship. It’s about seeking out connections, understanding what they’re looking for – and what they’re not, building trust by delivering useful, timely content, and being nice while you’re at it!

While far from an exhaustive list, here are a few thoughts on building successful press and media relationships.

Leveraging Social Media

In today’s digital landscape, social media platforms have become invaluable tools for forging connections with journalists and media professionals.

Public relations companies should harness the power of platforms like Twitter, LinkedIn, and Facebook to engage with journalists, share industry insights, and demonstrate expertise. By following journalists, commenting on their posts, and sharing their articles, PR professionals can create familiarity and lay the groundwork for future collaborations.

For example, when a journalist puts out a #journorequest on Twitter, perhaps seeking an expert voice or a new perspective on a news story of the day, and a PR professional can deliver exactly what they want, when they need it, that journalist will remember them for all the right reasons.

Building and Maintaining Relationships

Building lasting relationships with journalists requires consistency. You can establish trust and credibility by providing accurate and reliable information.

Incomplete or unclear copy which leaves a time-poor journalist having to ring you or your client for clarification or more details will not be appreciated. Make life as easy as possible for them by ensuring what you put out answers all the questions they might have the first time around.

Being available and in contact is also important responding promptly to inquiries and offering exclusive stories or insights to journalists within their specific beat. Regularly sending relevant pitches and timely interesting stories to journalists also helps to keep the relationship strong and active.

And it might sound obvious – but be nice! Being friendly, thankful, and considerate goes a long way. If you have the opportunity to catch up over the phone rather than via email, or even in person, take it. If nothing else, pleasant interactions make your job more enjoyable, as well as theirs.

Understanding Journalists’ Needs

Journalists are constantly under pressure to deliver compelling stories to their audiences. The workload and pressure can be intense, especially in local news where staff cuts over the past few decades have been repeated and brutal, so it is essential that PR professionals take the time to understand their contacts’ needs and priorities. Clutter their inboxes with irrelevant or out-of-patch press releases and you’re likely to get blocked!

Instead, ensure you are tailoring pitches and press releases to align with a platform’s specific audience or an individual journalist’s brief, working to their editorial style as much as possible. By making yourself useful and valuable – you, and by proxy, your client, will become a go-to source for that journalist or title.

In this way, PR companies can increase the likelihood of securing media coverage on behalf of their clients and develop a reputation for being a reliable source of information.

Delivering Relevant Content

Relevance is key in the media landscape. A PR company’s success lies in their ability to deliver compelling content that aligns with current trends, issues, and interests.

By conducting thorough research, staying updated on industry news, and anticipating media needs, PR professionals can create and share content that journalists find valuable and newsworthy.

This not only increases the chances of coverage but also positions the client as a thought-leader within their industry.

The Power of Strong Media Relationships

With fewer journalists dealing with a rising influx of content, it can be hard to even get your emails read, no matter how strong the story or relevant the content is.

Partnering with a PR company like us, that has strong media relationships and connections with journalists, editors, and media outlets can mean direct access to decision-makers, increasing the likelihood of securing media coverage and securing prominent placements.

These strong media ties can also provide valuable guidance around the media landscape, helping clients navigate this ever-evolving world most effectively.

So, when you’re competing with so many other brands and businesses trying to persuade the same media platforms to share their messages, strong relationships can give you a competitive edge – helping you reach your audience and achieve your profile-building and brand-boosting goals.

If you’re looking to broaden your media reach and make the most out of our strong media connections then get in touch today – and let us do the legwork for you!

Enquire today by emailing [email protected] or calling 01202 676762.