Question

Topic: Advertising/PR

Establishing Media Relationships

Posted by Anonymous on 12/16/2009 at 10:34 AM ET 50 Points
I've switched careers to PR recently, with experience in most areas except pitching to the media. I'm starting from scratch in regards to my relationships with the media in my city and am wondering if you have suggestions on how to introduce myself and start building rapport with each one.

Do I send a holiday card? Do I send an introductory email? Do I just start sending out my press releases?
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RESPONSES

  • Posted by Gail@PUBLISIDE on 12/16/2009 at 10:51 AM Accepted
    I think a quick introductory phone call/voice mail or a short hand-written note along with all of your contact information would be nice and appropriate. In either, offer your assistance in your niche industry.
  • Posted by ckieff on 12/16/2009 at 10:58 AM Accepted
    Don't overlook social media because much of the broadcast and print media are active on sites like Twitter, Facebook and LinkedIn. Create accounts and find ways to intelligently interact with them. Compliment them on recent articles, ReTweet their stories and otherwise make youself known to them.
    This will raise your visibility to them and help to establish you as an intelligent and knowledgeable resource for them.

    Chris Kieff
    CEO, 1 GoodReason, Social Marketing Consultant
    Follow me on Twitter: https://www.Twitter.com/ckieff
  • Posted by cef4 on 12/16/2009 at 11:24 PM Accepted
    I faced that situation when assuming a pr position in a hostile environment (public health in a rural bible belt district). What worked for me was:

    1. a phone call to each media contact (10 counties worth).

    2. hand delivering first press release to all 300 media outlets.

    3. inviting media contacts to call me anytime day or night.

    4. helping media reps by coordinating guest speakers for them (radio/TV) or interviews (newspapers)

    5. doing anything I could to make their job easier.
  • Posted on 12/17/2009 at 1:04 PM Author
    I really appreciate all of your suggestions. I am very excited to being establishing relationships with every single one of these people! I will be giving each one a call and introducing myself and letting them know I am available day or night. Further, I read elsewhere that it is a good idea to send over information that you know they may like but that has nothing to do with your product/service.

    Again, thank you!
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