Media Relations – Creating the Pitch

With information overload, shrinking newsrooms and journalists being bombarded, how does you’re A/E/C media campaign stand a chance?

Amy Christensen

Media Relations for the A/E/C Industry

Lost in Translation

Amy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

The Rapidly Evolving Media Landscape• Today’s reporters are individually deciding how

and where they pick up new story information.

• A/E/C marketing communications professionals must be tuned into those new styles of building relationships and pitching media stories.

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

You: The Message Architect, Engineer and Builder

Speak the influential language needed for each separate audience: company leaders, reporters, and target audiences that influence business.

Prove the value of all forms of media and the time spent on communications.

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Building Relationships

• Be an ongoing reader of what reporters are writing.

• Reference something the reporter has written in a tweet, post or pitch letter.

• Attend editorial calendar meetings with relevant publications or news outlets.

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Boosting Your Pitching Results –Two Common Mistakes (and how to fix them) - Michael Smart

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Boosting Your Pitching Results –Ending your Pitch - Michael Smart

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Reporters: Give ‘Em What They Want!

• If your pitch shows up PERFECTLY packaged for the journalist, you will win more often.

• When a journalist opens your email, they have two questions burning in the back of their minds:

1. What is this?

2. Why are you contacting ME about this? Why will my readers/viewers care?

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Boosting Your Pitching Results –For Broadcast Media - Michael Smart

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Boosting Your Pitching Results –For Broadcast Media (continued) - Michael Smart

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

The Power of Transference

• Establishing “share of voice” in your owned and shared media channels establishes credibility.

• Archived content is then readily available for a reporter’s research.

• Activity

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Michael Smart – How to Get Your Pitch Opened - Michael Smart

:18 – 2:03

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Basics

• If you’re not already using standard press release formatting and writing in Associated Press (AP) style, you won’t look like a professional to a reporter. (Oh, yes. That oxford comma!)

• Understand the differences of paid, earned, shared and owned media (PESO) and leverage their individual powers.

• Create and publish a media kit.

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Writing Basics

• Write compelling announcements and stories that help ensure engagement.

• If it’s not “newsworthy,” make it personal and relevant.

• Create a “hook list” by category. Use team brainstorming sessions to inspire by topic.

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Writers gotta write!

• Write a yearly communications plan that is customized to your firm.

• Use measurable objectives — then measure, share and prove value.

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Media Tracking

• Know where you are!• Prove value to your organization.• Evaluate media monitoring

options.• Daily/weekly/monthly digest for

leaders.

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

Let’s Discuss!• What do your leaders think of the role of media relations in your business?• Discuss how to make A/E/C events, topics, issues and trends interesting to

external audiences both familiar and unfamiliar with A/E/C jargon.• Can you articulate what you do?

Star Example!“Overall, I help move opinions and profits by crafting and distributing stories to targeted audiences. Remember, even though the product might last a lifetime, it's the story (good or bad) that can last forever.”– Adam Young, Communications Manager at Spectrum Engineers

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction

THANK YOU!

Amy Christensen

Let’s Discuss!

Media Relations for the A/E/C IndustryAmy Christensen, VP Corporate Communications & Brand Marketing – Jacobsen Construction