To get the media's full attention on Foster Farms' competitors' practice of "plumping" chicken—injecting the meat with salt water—Fineman PR couldn't just send at a press release. It had to win the media's hearts and minds. Here's some tips from Fineman PR’s Lorna Bush on how to establish your organization as a trusted resource of the media:
- Do your homework. Find out and track outlets and reporters covering your issue in a meaningful way.
- Don’t just develop a press release and pitch it. Have conversations about previous coverage and how your campaign could be an extension of that coverage.
- Check the calendar. Circle back with media contacts when there are major developments related to your campaign.
- Don’t be solely self-serving when approaching the press. Offer up resources on the topic both within and outside of your client’s organization.
- Provide the press with third-party experts. “Some of our best coverage came from opportunities” where we were recommending other sources that weren’t initially on spokesperson list, Bush says.