The Media: Don’t Just Deal With Them . . . Deal Them In!

Presented by Cheryl Bella Sr. Vice President, The Firm Public Relations & Marketing

Building Better Media Relationships

Like any relationship, requires time and commitment

It’s not just about pitching when you have a story

Be where the media is What industry events to they attend and cover? Create a list of key message points even for informal

meetings

Don’t discount the importance of social media

LinkedIn.com

Facebook

Getting to Know the Media

The three “R”s – Reading, Research and outReach

Keep on top of what they cover Keep on top of current issues

The importance of understanding their audiences

Localize, localize, localize

Become an Information Source – The Value of Member Surveys

Become an Information Source – The Value of Member Surveys

Be a Thought Leader

Partnering with analysts and colleges on commissioned reports

Make it Easy for Them

Ask not what your media can do for you but what you can do for your media

Be available and accessible

Planning is Key

All relationships take effort – know what you want to invest

How to create an action plan List out activities, events, etc. your Chamber will

engage in during the next 12 months Create an outreach plan per press member Make it newsworthy

Action Plan

List out your top three to five local media outlets you’d like to target

List out the reporters at each outlet you need to reach

Research and summarize the stories each of your targets reported on in the past 3-6 months including what type of news you think will interest them in the future

List out upcoming Chamber news items, reports, surveys, events, etc.

Monthly Outreach Plan for John Doe, Reporter, Local Business Journal

January: Provide Chamber reaction to “State of the City” or “State of the State” address

February: Schedule informal coffee/lunch meeting March: Pitch recently commissioned Chamber report

on outlook for area job creation April: Invite to attend Chamber “State of the Local

Economy” membership discussion May: TBD June: Pitch applicable story in conjunction with

Chamber Business Expo

Monthly Outreach Plan for John Doe, Reporter, Local Business Journal

July: Schedule informal coffee/lunch meeting August: Invite to participate on Chamber panel

discussion on the local economy September: Pitch results of Chamber’s annual

economic member survey October: TBD November: Pitch story on Chamber and members’

involvement with local not-for-profits; how businesses view corporate responsibility and what they’re doing to get involved

December: Send holiday/New Year’s greeting

Unplanned Opportunities

Be flexible

Offer a local twist on a national story in a timely manner

http://www.helpareporter.com/

Prep for Interviews & Meetings

Only one chance to make a great first impression

How not to leave it up to chance

Follow Up

Get them what you promised, when you promised

The importance of communicating following coverage

Forget-me-nots

Resources

Presentation – On My Linkedin Profile

PR Tip Booklet – www.thefirmpr.com/resources

Media Worksheet – email me at cherylb@thefirmpr.com