Building relationships that matter

The story was straight forward. I was able to quickly glean the facts. I glanced up at the byline and saw the name of the reporter who wrote the story. Great news. I knew him.

Suddenly, the question of how we might help a potential client was made a whole lot easier by the fact that we were on a first name basis with the reporter. In the world of public relations and public affairs, relationships matter.

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Learn to mine media websites for reporters, editors and producers who would be ideal targets for your next press release.

It's a whole lot easier to pitch a story to a reporter when you know the reporter or at least have a good feel for what kinds of stories that reporter tends to cover. Sure, a lot of reporters are overworked these days. They might be covering several "beats." But, if you can identify reporters and bloggers who cover your industry or marketplace, you have increased your chances of getting some coverage many times over.

Learn to mine media websites for information about reporters, editors and broadcast producers who would be ideal targets for your next press release. Or, take it a step further and actually call them up or send an email to introduce yourself and explain the kinds of stories you could help them with.

Make it about them. Remember they need to find stories. They need content. You want to be in the business of helping them by making sure they get the news about your company or organization.

Sending out a press release to a general media list may result in coverage. But having an actual relationship with a reporter or editor is really the way to go.

MackCommunications | @mackcomm