Comment pouvez-vous établir des relations solides avec les médias pour la visibilité de votre organisation ?

Having been a business journalist myself, here are three key strategies that can make a substantial difference: 1. Dependability is Key: Be the go-to source for journalists. Offer assistance even in the eleventh hour, providing last-minute quotes or insights. 2. Go Beyond the Surface: When engaging with journalists, provide more than just surface-level information. Offer in-depth inputs and relevant data for their industry stories & not only for the stories that are on your brand. 3. Stay Ahead of the Curve: Keep your media contacts updated on the latest industry trends. Be a resource they can turn to for insights on emerging topics. A strong relationship means staying connected and sharing insights on industry developments.

The media are a key stakeholder for every organization as they are an influential third party that allows a company or an institution to create awareness and build reputation among other important stakeholders (opinion makers, the financial community, the general public, etc.). In order to build effective media relations for your organization, you need to: - identify and engage the relevant media dealing with your organization’s activity; - keep them updated with relevant indirmation/news about your organization and your sector; - show to be a trusted and balanced source of information; - always respect the media and their work. - be fast in replying, be transparent, and respect deadlines when you get questions.

Building strong media relationships is always a set of actions: 1. Research relevant media resources: offline and online media, social media and influencer blogs. 2. Communicate with journalists and editors, bloggers: at events, add contacts on LinkedIn to stay in touch. 3. Monitor requests from journalists in your industry and respond as experts from your company: in your LinkedIn network, on special services like HARO. 4. Be an Industry’s Insider: offer exclusive news, analysis, know-how about your industry to relevant media in your domain based on media focus topics. 5. Be transparent and sincere in your communications.

Building strong media relationships isn't a one day job. Dedicate effort consistently. Ensure thorough research on journalists and their stories, as their beats may shift or they may have transitioned from journalism. Craft concise pitches; lengthy emails consisting a saga of your company isn’t what your journalist wants to read. Remember, the foundation of a strong media relationship is mutual respect. Be ready to offer support to your journalist friends; it could even be a mere connecting them to someone from your network who could be of help for a story the journalist is working on.

When reaching out to reporters, add something of value in your media pitches--a new statistic from a fresh source, a quote from an executive, and why it matters to a community or people at this moment. And I always arrange for the CEO to be accessible for a news story. With all our client onboarding, I explain that the news cycle is 24/7, and there are times where a reporter needs a source in the next hour or two. If you can offer a CEO or high-level source on short notice, you are really strengthening your media relationships and building a strong reputation for your client.

As a former journalist, I had a pet peeve about pitches. Often, the first line would start dramatically presenting news I had already been reporting on for some time. Usually, I would hit delete. So, if you're going to present something to journalists that's timely, make sure your first line is about what's NEW about a breaking story.

In my experience as a journalist, your story has a better chance of getting attention if you can make it clear right off the top of your pitch why we should care about the story. That means making sure you explain why the story is relevant to a current event or issue. Your pitch needs to be concise. Keep in mind reporters and assignment desks get hundreds of emails a day so you have to grab attention quickly. Also keep in mind once you get a reporter to contact you about the story, make sure you’re providing what they need to make their deadline. Don’t delay in responding and have what or who you’re promising for an interview available at a moments notice.

Sounds stupid but the key question is: what is a story (and which kind of journalist could be interested in it)? Sometimes internal relevance is high but external newsworthiness isn´t. Take the perspective of the journalist and his/her readers.

En la relevancia cabe la oportunidad, quiero decir que no existe una sin la otra por lo tanto si eres relevante como organización es porque comunicas de manera asertiva aprovechando las oportunidades que te brindan diferentes medios. Suelo enseñarle a mi hijo que las palabras son como monedas de oro, con tanto valor que no se deben gastar en cualquier momento, solo en lo que realmente vale la pena. Comunicar no es decir lo que sea sino hacerlo cuando tiene un propósito, el público y por lo tanto el medio lo agradecen con su atención.

Pour être pertinent et opportun : 1. Restez informé des dernières tendances. 2. Soyez réactif et saisissez les opportunités. 3. Adaptez-vous aux changements. 4. Comprenez les besoins et les attentes de votre public. 5. Planifiez et organisez votre travail. 6. Cultivez votre créativité. 7. Écoutez et observez votre environnement. En appliquant ces conseils, vous serez en mesure d'être pertinent et opportun dans vos actions.

I approach pitches like I approach news copy. Each line is demanding that you read the next. That means your first sentence should be declarative, short, and memorable. I recommend lots of spaces for easier reading. And I never begin with "scene setters" that waste reporters' times. So don't begin pitches with "As" or "While." That's a tell that you're not confident in your story.

Treat this like an elevator pitch. You have the journalists attention for only one minute. ‘Hook’ first, you have to grab their attention in the first line so don’t waste it writing anything they’d already know or have reported on. Next - give detail that makes the story relevant and valuable for them and their publication. Keep it simple. No jargon. And last but not the least, mention the additional details/material you have to build the story even better, that you would be happy to share/discuss if they wish to take this further. Leave them curious and let them come to you.

I love using a catchy, sometimes irreverent subject line. "Alexander Valley Cab the Great" was one of my most opened pitches. I also love using bullet points so the journalist can quickly copy and paste, and also offering multiple clients and/or subjects in a single pitch. Save everyone time by being creative.

Además de la claridad, debe ser noticiosa, atractiva y con un ingrediente diferenciador que capte, no solo la atención del medio, sino también de aquellos que van a consumir la información. La historia debe ser pertinente

I always pitch my storys based on the „classic“ structure of a press release: 1. Headline short, concise and informative 2. Teaser and introduction of the topic answering the most relevant w-questions 3. Describing the detailed story offering more facts, figures and quotes 4. Additional material to make the article vivid, e.g. photos, graphics etc.

News doesn't work on PR time. When a reporter emails/texts you, don't spend hours crafting the perfect reply. Your value to journalists is measured in the seconds they hear back from you - even if it is to write: give me five minutes to get you a thoughtful response.

In my experience as a business journalist, spokespeople that were easily accessible and prompt in their responses became my go-to for last minute quotes and breaking stories. Such stringent deadlines would usually happen for big stories that go on page 1. Resulting in good coverage for that company/spokesperson. Journalism can be extremely demanding with its strict deadlines and constant pressure to break stories. Amid this, if you can become a dependable source for a journalist - it means the world to them.

While being quick to respond is important, make sure it's thoughtful. Some journalists are starting to notice 'canned' responses that AI had a hand in which don't give them what they need. In addition, building relationships can also be about helping your press contacts with sources that aren't always your own clients.

Ten en cuenta que te conviertes en un referente del tema de tu organización, un especialista en tu ramo por lo que todo lo que digas y demuestres al respecto influirá en lo que comunique el medio. Trabajé para una organización de salud pública que los medios buscaban para tener posturas de especialistas en salud en diferentes temas, una especie de intercambio por cubrir nuestros eventos y publicar nuestras notas y comunicados.

Give the outlet everything they may need and be specific and edited. Minimize how many options people have to choose from, especially when it comes to photos, but be sure to provide elements that speak directly to the pitch. Any photos with names should have easy to understand labelling, including people’s names, and titles if necessary.

When the media reaches out for interviews or expert opinions on industry-related topics or hot issues, be cooperative. Make time for the interview or send written responses to enquiries and where possible, use your organisation as a case study. Doing this consistently will help your organization build strong media relationships to grow its visibility.

In my experience as a journalist, to build a strong relationship you need to build trust with the person you're working with. Take the time to get to know the reporter and what they cover so you're not wasting their time by pitching stories that aren't related to their field of expertise. When a news reporter calls you don't keep them waiting. Get back to them right away, even if you don't have all the answers in place yet. But just let them know you're on it, so the reporter doesn't move on to the next person. If you know of someone else who would be a better interview, let the reporter know. Making that extra effort will pay off in the long run. A reporter will remember you for future stories.

Building strong media relationships involves proactively engaging with local journalists, providing them with relevant and timely information related to your organization's initiatives and events. Connect your work to the municipality's priority initiatives, emphasizing the positive impact on the local community. Offer media outlets exclusive insights or access to key events, fostering a collaborative and mutually beneficial partnership that enhances your organization's visibility and aligns with the municipality's goals.

Social media is a highly downplayed howitzer in corporate-media relations. Its benefits to the organization abound, yet it is still less considered, except mostly for communication or marketing purposes. That is good! However, what is better is that social media helps the organization establish the direction people will take in perceiving it. In the specific context of media relations, social media may serve as a channel of engagement between the entity and media outlets. So, next time your organization is worried about the cost (could be in terms of effort, time, or resources) of press releases, social media offers you an easier way out. Convenient, right?!

If a reporter calls you and ask if you have anything on a slow day, create something! If you help them, they help you. You can always find a story to pitch.

At the end of the day, public relations is a relationship business. I mean it's in the damn name! The person you are pitching isn't a robot - not yet at least. It's key to remember that the individual you're reaching out to is just as busy as you and has career goals tied to storytelling. So it's critical to have empathy and do your homework. Has the publication's journalist room downsized since COVID? What is the journalist passionate about covering?

Ask yourself before any interaction if it is a welcome comment, question, or pitch. If you are not sure about at least two of these three things, then rethink reaching out, or at the very least, your timing. Are they on deadline? Don't be the PR person who doesn't respect the boundaries and schedules of reporters and producers.

You don’t want to burn bridges or lose the trust of the people who have the power to promote you, or bury you. Think about that if the thought of exaggeration or outright lying comes to mind. The truth always come out and can bite you hard.

Relations with media are crucial no matter, if you work in big company that receives media requests often or in a small business where reputation is everything. Be the key person and be honest. Even if you know that there will be no response - say it. Don’t let them wait, if you know that the question is not relevant to your company or your opinion will not be publicly available. Be honest and you will have opportunity to ask for assistance or help in future. Media representatives remember and are grateful for collaboration that can be trusted and is honest.

See my point In number 5. It is imperative you are honest quite open with that people you are interviewing and or discussing proposals with. You can lose trust. Once you lose that, you are preppy much done.

Of all the social media, LinkedIn has by far proved the most valuable. In the process of acquiring nearly 20,000 connections, the interaction with other members re career development has led to frequently productive conversations. Many decades of living offers opportunity for sharing of perspectives that otherwise might not be possible.

Follow up and say thank you to journalists after the story publishes. This is a great opportunity to see what else they are working on and how you or your client might be able to contribute.

Elevate media relationships by blending your organization's narrative with journalists' quest for unique stories. Utilize data storytelling to provide not just information, but compelling, data-driven insights that journalists can readily use. Embrace multimedia content - high-quality images, videos, or infographics - to make your story stand out and align with the digital media landscape. Finally, foster a sense of community through regular engagement on social media and industry forums. This approach transforms pitches from mere transactions into collaborative storytelling efforts.

A few keys to success: Know that the reporters are have deadlines and get to the point and make sure it is relevant. On top of that, even if your expert can't help them, go the extra mile and suggest who would be able to help them. And get back to a reporter asap (with good or bad news)!

Bonus point: Be prepared for tricky questions This will help you to maintain credibility and control the narrative. Being ready ensures effective responses, builds trust, and safeguards the organization's reputation in challenging situations. Bonus point: Ask yourself - What is in it for the media and the readers? Avoid corpo wording, consider what would be interesting for you. Bonus point: Content is the king. Start with the conclusion. Try to elaborate context or a need, exemplify, use facts and figures, conclude and have final message. Bonus point: use AI tools for inspriration and prep. Meetings and interviews, message testing, preparing spokespeople, writting comms plans and blogs, creating presentations..