Media Relations

One of the most critical areas within any corporate communicatioin function is the media relations department. The media are both a constituency and a conduit through which investors, suppliers, retailers, and consumers receive informationabout and develop images of a company.

Making B2B Media Work (published September 2003 http://www.prinfluences.com.au/index.php?theParent=3&pagMan=1)

Whether you operate in IT, or are a business solution provider, there are more ways in which you can increase your coverage and the effectiveness of your messages in vertical media than are available in general business media.

The sad thing is, most companies never realise the full potential of their marketing communications, partly because they simply do not have to time to take advantage of all opportunities.

Relations:
The way in which you build a bridge between you and your key media editors and journalists, as well as key influencers such as analysts and commentators


Six Tips for Better Media Relations

By Bill Arnovich, Media Relations Specialist.

Everyone in public relations knows that good publicity is the best advertising. A well placed article, a positive radio show or the right interview on TV are all what good publicists and media relations people dream about. It’s what clients hire public relations firms for.

When pitching the media, it’s important that you know something about who you are calling. If it’s a magazine read, not simply page through, a couple different issues and if it’s a radio show, listen to it.
6 tips to building better relationships with the media:

-Identify who you are and why you are calling.
-Ask if this is a good time to talk. If it isn’t, ask the reporter to suggest the best time you should call back.
-Never ask a reporter to return your call. If it is a good time to talk, proceed to the next step.
-Let the reporter know you are familiar with the publication or with stories she writes about.
-Explain the idea in a sentence or two.
-Explain quickly why readers will care.
-Ask if the reporter is interested.
(http://www.mediarelationsblog.com/111/six-tips-for-better-media-relations/)