12 Days of Marketing Communications. Day 10: Media Relations and Blogger Outreach
I’ll be honest. I don’t do a lot of media relations and blogger outreach. This is kind of an add-on service for Fletcher Prince. We’re always thinking about it, but it’s not the focus of what we do, not as much as is content development.
Funny how I am still getting media placements for our clients. It is gratifying to see those placements, especially when we didn’t have to kill ourselves pitching to get them. And that probably reflects how much media relations has changed, since I first started working in public relations in the 80s. Media relations — to which we now add blogger relations — is more about knowing how to spot and take advantage of select opportunities, not pitching to dozens or even hundreds of reporters and media outlets.
And — having plenty of online content to back up your pitches, including images.
Being an active participant in social media (particularly Twitter) certainly benefits a media relations outreach strategy. Those relationships now tend to develop organically. Add to this careful media relations research, and plenty of supporting online content development (including online news rooms, online press releases, online images, and video), and you have the foundation of a 21st century media relations strategy that works well for smaller organizations and companies on a budget.
It’s also important, I believe, to appreciate the impact you can achieve with local placements in media such as community newspapers, or in smaller but influential outlets, such as trade publications or blogs.
This is one of the approaches we used in our pro bono work for DC Ad Club. Before we put out press releases for DC Ad Club, we resurrected and remodeled their blog, and created nine YouTube videos. We made sure we had online images in place. Then, when we sent the press release to related bloggers and media, and posted it online, we included that content. That was important, because in our research, we learned the two most read business publications in our area, The Washington Post and Washington Business Journal, didn’t cover stories about the local advertising community. Sometimes, in media relations, you just have to look at other outlets for your story.
Media placements are never guaranteed but there is one sure way not to get them, and that is not to try at all. If you need someone on your team to help get your organization noticed, please contact Fletcher Prince about our public relations services.
- Social Media Bootcamp: 11 Ways to Boost Your Media Relations (socialtimes.com)
- 5 Things Bloggers Hate about PR Pitches (marketingconversation.com)
- Optimize Press Releases For Customers, Journalists And Bloggers (webpronews.com)