Media Relations

Measuring media relations success has to start at the top. Meaning, before you start collecting insights from your coverage, you need to have a benchmark of what your ideal story is, and everyone, from the CEO level down, needs to be in agreement about what that is.

Communicators know even a few words can move markets. A great example is what’s happening surrounding President Trump’s promise to have the Commerce Department investigate whether or not imported cars and parts are doing structural harm to the U.S. auto industry. Should Commerce rule that they are, the president could slap significant tariffs on imported autos. Until that decision is made, uncertainty will reign and auto industry communicators will be in the hot seat.

Communicators are more aware than most that words matter. Words can move markets. There are few better examples of this than several small statements made May 23. President Trump said the U.S. automobile industry’s health is… Continued

David Leonhardt of The New York Times called out himself and fellow journalists for failing to include enough women as sources in articles. How can communicators, who often are the journalist’s conduit to expert sources, turn around this situation? Dina Burns and Patrick George, directors at KP Public Affairs, offer suggestions.

Social media can be a wonderful tool for media relations professionals, as we know. Yet it is only one of several ways to communicate with journalists. Face-to-face meetings, which you can arrange for brand executives during a media tour, can help build a personal relationship with journalists. We asked communicators about their must-haves and tips for conducting successful media tours.

It’s no surprise that the number of Michelle Wolf’s Twitter followers tripled over the past several days. As far as timely publicity stunts go, putting provocative words to things many are thinking but few are saying is succeeding in both politics and entertainment. For now, that tactic is not an option for brand communicators, who can only watch as their content drowns in a sea of outrage and affirmation.

Patients and friends and families of patients avidly seek information and guidance online, and news outlets are equally hungry to report healthcare news, trends and data. This is both a boon and a curse for consumers of healthcare news. There’s so much good and bad information to wade through. For healthcare communicators, the good and bad information out there amounts to one thing, though: too much noise.

Brand storytelling has changed from being about products to being about people, say our panel of storytelling pros. In addition, journalists are swamped and thinking about shareable content. The savvy PR pro can build a strong relationship with media by recognizing and reacting to this fact.

It is a given that the newsroom is changing. It is smaller and more diverse, for example. A new study from the Tow Center of Digital Journalism at Columbia University also points out that people who are skilled in data, analytics and platform-oriented operations have infiltrated newsrooms. We asked media relations professionals for tips about pitching to this more data-infused newsroom.

Among the topics PR people talk about most at trade events is how media relations has changed. The typical comment is that newsrooms contain fewer reporters who are busy covering more beats than is humanly… Continued