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The Case for Ongoing Media Relations and 10 Tips and Tools to Help You Spread the Word

by Lana Sansur  |  
June 26, 2011

In this article, you'll learn...

  • The many benefits of an ongoing media relations program
  • 10 tools and tactics to help you carry out your strategy

In discussions with organizations about their arsenal of marketing tools or "wish list," we often hear that though they see the value of a media relations program, they're just not ready to roll one out. But as we continue our discussions, we find that they are prime to take advantage of this powerful tool.

This article will consider the best time to roll out a media relations program and the benefits of developing one.

First Things First

You need a comprehensive website before rolling out a media relations program. A good website not only gives companies credibility but also makes a strong impact on reporters who are doing research for an article.

Having a professional site design, well-written copy, and helpful information will enhance a company's reputation and builds a reporter's trust. A company's website is one of the first places reporters go to find out more information about the topic they're writing about and sources they're interviewing.

Once a solid website is in place, a dedicated resource must be in place to identify company news on an ongoing basis. "But we have no news to share" is the usual retort.

All of the following can be news: a new hire, a promotion, an acquisition, a merger, a new building, a new division launched within a company, a new office space, an award, participation in a conference (whether speaking or exhibiting), a news article about your company that deserves additional exposure, a partnership with another organization, a customer win, a product enhancement, a book that a company executive wrote that supports the company's mission, a published whitepaper, a successful project that produced a happy customer, company executives who have opinions to share about their industry.

Finding news within an organization can be done by a dedicated person or team (typically, from marketing) willing to put on a "reporter cap" and interview heads of different divisions to understand the latest and greatest accomplishments.

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Lana Sansur is the director of media relations at Kinetics Marketing Communications. She can be reached via

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  • by Hesha Mon Jun 27, 2011 via web

    Excellent article Lana. If someone's new to the PR world then this is almost a blueprint of the activities that need to be on their radar.

  • by Ron Mon Jun 27, 2011 via web

    Good basic article, UNTIL you include email marketing, direct mail marketing and blogs ... none of which are "Media Relations" or "Public Relations." They're just other marketing or sales tactics that should be part of a comprehensive marketing communications program.

  • by TC Tue Jun 28, 2011 via web

    Nice! Just want to add that a great marcom calendar would keep all the activities coordinated -

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