THINKing

Media Relations Tools

It’s easy to forge ahead day-to-day and forget about the news media. But as our society becomes more and more consumer-oriented, the media (radio, television, newspapers, magazines, trade publications, the web) are increasingly relied upon when people need information to make basic decisions.

The tools used in media relations are fairly straightforward. We get news about us and our clients to the news media through these vehicles:

• Personal contact with reporters. Reporters are no different from anyone else: they appreciate — and often prefer — talking to someone in person to reading a sterile sheet of paper. They like to put a name with a face. They like to have a chance to ask questions. So make an effort whenever possible to cultivate personal contacts with reporters. It can be as simple as a quick telephone call to alert them to a story idea or as complex as a sit-down session to explain the latest trends. Don’t abuse the privilege — reporters’ time is as tight as your own. But do realize that this is one of our most successful techniques for raising awareness of what you do.
• News releases describing trends, new products, major charitable gifts, or personnel changes. We use feature releases to discuss the impact of what we do upon the individual, giving local examples or anecdotes, and to discuss subjects which don’t conform to the standard definition of breaking news.

• Background, or White Papers provide background information and explanation on various topics pertaining to our industry. These are most often used to educate a reporter and to provide basic familiarity on a complex subject when there is no specific story being prepared. The background paper itself can lead the reporter to take a closer look at the subject and prepare a story about it. When this happens, we want them to call us for comment.

• Articles reprinted in publications provide reporters background that would take them considerable research time to assemble on their own, assuming they would know where to look.

• Fact sheets outline the basics any reporter needs to know when preparing a story: who, what, when, where, why and/or how. Provide them when we want to interest the reporter in doing a story or when we want to encourage attendance at a news conference where the subject will be covered more fully and questions can be answered in more depth.

• News conferences are held only for extremely major announcements of broad impact and widespread interest. For example, a bank would not hold a news conference to announce they had won an award, but might hold one to announce the latest regional economic figures and local implications.

• Charts, graphs and examples are provided to the media to give them a quick, visual illustration of the impact or potential impact of an event. For example, when mortgage rates drop or increase, you can contact local reporters and tell them how it could affect housing locally. This explanation makes the story “come alive” for readers and viewers. Remember: people are basically self-interested and will always want to know “what’s in it for me?”

• Talk show appearances on radio and television can significantly boost our clients’ name recognition and image in their markets. A successful first appearance on a talk show often results in the producer calling you later to come back on and discuss another topic appropriate to your business. Positioning yourself as a knowledgeable source is vital here.

• Briefings for reporters are held about as infrequently as news conferences and serve the same purpose as background papers. They are most helpful when the subject is apt to be extremely complicated or controversial. Generally, briefings incorporate charts, graphs, diagrams or other visual aids to help the presenters make their points.