Tackling the complexities of media relations can be a taxing proposition. But it doesn't have to be that way if you follow these guidelines:
1) Retain qualified help. Media relations is more complex that it looks and assistance from a PR professional, who has the contacts and knows how to package and pitch your story, is critical to successful placements.
2) Package for success. Media advisory or news release, HTML e-mail campaign, backgrounder,
FAQ, photos, charts and graphs are the tools that help the media re-tell your story accurately and effectively. Remember to have testimonial interviews lined up and briefed in advance.
3) Select contacts wisely. Every news item is different and your media contact list needs to be tailored for every campaign. One list “does not fit all,” and your PR counselor will make sure your targeted list fits your objectives.
4) Put it on the wire. Don’t ignore the power of services such as Business
Wire, PRNewswire and PRWeb. Newswires can’t replace personal pitching, but can greatly extend the reach of your campaign when used properly.
5) Utilize online exposure. Make sure information and visuals are easily accessible on the Internet, either with an online press kit or through posting at an online newsroom.
6) Document coverage. When stories run, you want several copies. Make arrangements for clipping and taping services in advance of your campaign.
7) Measure results. Clippings alone seldom provide enough information for evaluation. Your PR counselor will help you determine if campaign objectives were met by employing methods such as ad value equivalency and content analysis.
These tips were written by Maggie Chamberlin Holben, owner of the Denver-based Absolutely Public Relations and originaly appeared on www.evancarmichael.com.