Ohio Northern University
Traditional newspaper circulation continued its subscription decline in 2015, according to the Pew Research Center’s annual analysis of the state of the American news media. The viewership of cable news also dipped, but network news and local television news increased their audiences. In 2014 the same analysis revealed that nearly half of Web-using adults got their political and government news from Facebook.[i] Given those statistics it’s fair to say that American news consumption remains in flux.
As preferences for news delivery evolve, the newsroom itself also is changing. Gannett, the largest U.S. newspaper company, updated and standardized reporting positions, moving toward multimedia-focused reporters and producers.[ii] The American Society of News Editors reported a 3,800-person decline in full-time journalists working at 1,400 U.S. daily newspapers in 2015.[iii] The Bureau of Labor Statistics predicts continued decline in journalistic positions by an additional 9% between 2014-2024.[iv]
These facts point to an evolving media landscape and increased pressure on American journalists and news organizations. But what does this kaleidoscopic reality mean for PR practitioners? It means that building relationships matters more than ever.
Do Your Homework
In our technology-driven environment, it is tempting to rely on distribution services, social media and database-generated media lists to push content out in hopes that someone will pick it up. But before you hit “send” on that global email pitch, consider these facts. In 1990, there were two PR practitioners for every one journalist. In 2011, the ratio expanded to four PR practitioners to every one working journalist, and some predict that ratio to reach 6:1 in the near future.[v] This phenomenon requires practitioners to take a targeted, research-and-relationship-based approach to media relations.
1. Create a Top 10 List:
- Step one to successful media relations is doing your homework. Start by developing a list of the top 10 most important reporters based on each client, organization, product or service line. Read, watch or listen to their work regularly. Remember, most journalists produce stories on multiple platforms such as blogs, podcasts, guest columns, or regular local or cable news commentaries. Follow these key reporters on all platforms and keep a running tab of the types of stories they cover and topics of personal interest that show up. Track each reporter’s topics, tone, and the sources they use, and pitch stories based on what you discover.
2. Study Group:
- Don’t simply consume the journalists’ work—distribute it. Share relevant pieces with your clients, executives and peers. When appropriate, comment on articles, posts and blogs either directly by messaging only the reporter, or publicly on the digital platform. One of the best media relations experts I know regularly sends key reporters articles, books, blogs and other materials that match their professional and personal interest. The material may have nothing to do with the client they are representing; it is done simply as a gesture of professional courtesy. While it may seem counter-intuitive to send information not pertaining to your company, it can actually help establish you as a solid source of information or subject matter expert.
Knowing Your Customer
3. The Journalist as Customer:
- An important lesson I learned early in my career is to consider reporters some of your key customers. This concept is important because it frames your relationships and actions differently than simply viewing the media as a vehicle to get your message across, or worse, a factor to be contended with in the grand scheme of your public relations campaigns.
4. Time Is Money:
- As a customer, any reporter’s most important consideration is time. We’ve moved beyond the concept of a 24/7 news cycle to an instantaneous stream of news. Consider it from their point of view: Journalists work under constant demands to produce high-quality content, with expert sources, in a never-ending stream. Therefore, good customer service means responding to both positive and challenging questions as quickly as possible. This not only shows your customer the respect they deserve, it also builds respect from the other side of the equation.
5. I’ll Be There:
- Another key customer service element is being accessible. Successful media relations professionals must be available for more hours than in a traditional work week. Those professionals willing to be reached during off-hours are often rewarded with additional opportunities for positive coverage, and also gain the ability to mitigate or prevent negative coverage by providing clarifying information or commenting on challenging questions. A final customer service consideration is providing consistent and reliable information, quotes and background material. Remember, your credibility and theirs is at stake in every story, post or broadcast.
Build Relationships
6. Got Your Back:
- A 2014 BusinessWire survey showed nearly 90% of journalists surveyed used a press release within the last week (prior to responding to the survey) and almost 80% used a company’s online newsroom when researching an organization. These facts suggest a passive approach to media relations. Given the constraints mentioned earlier, however, it’s more likely reporters will seek sources, experts and organizations with which they already have established relationships. That means to be successful you will need to be more active at developing and maintaining solid relationships with key media contacts.
This approach takes time and effort. It simply can’t be done through email or social media. Phone calls and one-on-one meetings may seem like a thing of the past, but they remain the best way to establish long-term working relationships. Don’t waste reporters’ time chatting or expect regular lunch dates, but don’t miss grabbing coffee on occasion.
As PR practitioners, we are highly trained communicators. We churn out content, speak to clients, executives and reporters, and in the process tend to neglect the other side of the communication equation: listening. This skill is crucial in effective media relations. Many professionals focus on getting the media pitch just right, which is important but misses the broader objective. By doing your homework, understanding your customer and focusing on building and maintaining relationships with key reporters, the pitch becomes a natural part of a broader conversation. And in the process, your media relations success rate reflects the width and breadth of coverage your clients, executives and brand demand.
Citations
i Mitchell, A. (2015, April 29). State of the News Media 2015. Retrieved December 27, 2015, from http://www.journalism.org/2015/04/29/state-of-the-news-media-2015/
ii Doctor, K. (2014, August 25). The newsonomics of Gannett’s “newsrooms of the future.” Retrieved from http://www.niemanlab.org/2014/08/the-newsonomics-of-gannetts-newsrooms-of-the-future/
iii Association of Newsroom Editors (2015, July 28). ASNE 2015 Annual Census. Retrieved from http://asne.org/content.asp?pl=121&sl=415&contentid=415
iv Bureau of Labor Statistics (n/d). Occupational Outlook Handbook. Retrieved from http://www.bls.gov/ooh/media-and-communication/reporters-correspondents-and-broadcast-news-analysts.htm
v McChesney, R & Nichols, J. (2011) The Death and Life of American Journalism: The media revolution that will begin the world again. New York: Nation Books.
Basic Tips for Building a Solid Relationship with a Professional Journalist
1. Reach out. Call your top 10 reporters. Introduce yourself and ask how they want to receive information. By asking, you show your respect for their time and professional preferences.
2. Communicate regularly but don’t overdo it. Suggest stories based on the reporter’s professional interests (based on the information you obtain after doing your homework). If a story a key media contact writes isn’t complete or doesn’t square with your organization’s knowledge, share your information with the writer. Suggest a different approach or provide specific information to consider in a follow-up story.
3. When you pitch, get to the point quickly and keep the reporter’s audience in mind. Minimize your urge to pitch stories that are tangential to the reporter’s interests. When applicable, offer to supply visuals to help enhance a final product. By going overboard to provide excellent customer service, you help make the journalist’s job easier, and in return you strengthen that important relationship.
4. Follow up. When you find something a key journalist has written or covered to be particularly well done, let that person know. And if the reporter moves to a different beat, media outlet or platform, stay in touch. Maintaining relationships is as important as building new ones, and you never know when that journalist will need you as a source for future stories.
Phone calls and one-on-one meetings may seem like a thing of the past, but they remain the best way to establish long-term working relationships with journalists.
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