Few businesses are lucky to be so unique that media naturally gravitate to them on a regular basis. For the rest of us, it requires a bit more knowledge and skill to practice good media relations.
The CNW Group recently hosted a panel in Toronto with three online experts. They provided some valuable tips on the new digital realm.
1. There are no more deadlines. Online news reporters are constantly working on stories. When your information is ready, be prepared to provide supplementary items (photos, videos, fact sheets, bios) and then just hit send!
2. If niche reporters are on Twitter or have a Facebook page, DO follow them, as you want to know when they are looking for stories that are right up your alley. Email and phone are still being used, but less often nowadays.
3. Don’t sound like an ad; talk to media like they’re people, because they are! I hate blasting out releases, and media hate it too. When you do email your story, make sure your pitch is short (1-2 paragraphs) and include a link to your website or where your resources can be found
4. Be creative with video. With mobile devices having video capabilities now, there’s no excuse not to have interesting visuals.
As with any of your marketing tactics, you want to be sure you’re reaching your audience. Always think about your audience and the right vehicles to reach them.