Hey media, Look over here! Tips to building Media Relations

12,000 fire victims receive warm Christmas dinner.

That grabbed your attention.

A strong headline is necessary to grab the attention of the media and the public, but you first have to grab the attention of the media to help you reach the public.

Building strong Media Relations
1) Who are you
It is very important to first know who you are, the product you offer and who is your target audience. From here, create a media strategy that will enable you to reach your consumer.

2) Know your Media options
Take a look at all the media organizations in your community, or if you are a national company, look at all your global media options. What media operations connect with your target audience? Take your time and do your research on this one. Media trends are rapidly changing and you need to be on top of these changes to effectively engage your audience.

3) Media contacts
In addition to knowing who to contact to place an advertising order with your local media outlets, it is also important to get to know who is in charge of content. News Directors, News Editors, Program Directors; these are all people you should reach out and network with. You can usually find their contact information on their company website or try a simple phone call to the main switchboard. Politely explain who you are and who you are trying to reach.

4) Offer something unique
Armed with your list of media contacts, give them a reason to contact you or become interested in your company and your product. Are you a specialist that could provide useful comment and content for their media operation? This is something that is unique to them and provides you with an opportunity to build a stronger relationship with your local media.

5) Leave them wanting more
If your company is launching a brand new product or service during a splashy media blitz, launch with your well planned statements, graphs, pictures and presentations. The key; less is more. Leave the media wanting more. To ensure the media has as much background and information about your launch, it is also wise to present them with printed documentation to support your company, product and/or services. Be sure each 'media kit' also includes a contact name and information along with a web site address.

6) Do not give up
Building a strong relationship with media is just like real life relationship building - it takes time. Be patient. Do not be offended if you have not received a returned phone call or email immediately after you first make contact with your media list. Have you seen the Kevin Costner movie "Field of Dreams"? Remember the famous line; If you build it, they will come. If you have something they (the media) can use, they will contact you.

To receive more tips and consultation on how to use the media more effectively, please contact me directly.

-Darren