Media Relations May2010
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This document provides an overview of media relations, both historically and currently. It discusses how to work with reporters by doing research on their publications and interests, contacting them through their preferred methods, and having a productive conversation. It also outlines how the news cycle has changed from stories written for future publications to those written immediately for websites. A case study shows how announcing a funding round doubled a company's weekly website traffic through various media placements.
Media Relations May2010
- 1. Media Relations OverviewThen and Now
- 2. What is Media Relations?Working with the media (reporters, editors, freelancers) to place stories on behalf of your clients or companyBuilding relationships with important reporters and editorsBecoming the defacto source of information for those reporters you have built a relationship withBecoming a trusted source for information about a specific industry or topic
- 3. How to Work With Reporters - ThenStep One: Do your researchRead the last 5-10 stories they wroteKnow the reporters beat (what they cover, their favorite companies to cover, their interests)Use Media database, read the publication, Internet research, read the reporters bioStep Two: Contact the reporterUse the medium they preferTelephoneE-mailVoicemailBe courteousAsk if they have time to talk now, if not, when can you call backKnow your bullet points, you dont want to waste the reporters timeStep Three: Have a conversationSchedule a briefing/interviewRemember to send any follow up materials requestedSend images upon request (you dont want to clog the reporters Inbox)
- 4. How to Work with Reporters NowBiggest difference between then and now:Many different ways to contact reportersE-mailPhoneBlogSocial Media: Twitter, Facebook, LinkedIn, other niche social networksThe same rules and principles applyDo your researchContact the reporter using the medium they preferHave a conversation
- 5. News CycleOld: Stories were written for a publication to come out the next day/month/quarterReporters relied on the magazine or newspaper to promote the stories and publicationNew: Stories are written to immediately post to the publications website. Most news outlets write for the web and then the best stories are published in the paper/magazine in the next issueReporters/editors are becoming marketers. They are responsible for the promotion of the content they create and the number of page views their stories receive.Example: Orange County Register
- 6. Case Study Enclarity: Funding Announcement Doubles Weekly Website TrafficSituation:C-round of funding was an opportunity to validate Enclaritys position in the healthcare marketplace, business community and with peer companiesTurned around a news release to be distributed three business days after learning of the fundingGoals:Leverage external news about the Federal Stimulus Packages $20 billion allocation for healthcare IT and position Enclarity as a solution to the existing healthcare data problemSecure coverage with business publications, such as Dow Jones and The Wall Street Journal
- 7. Case Study Enclarity: Funding Announcement Doubles Weekly Website TrafficResults:In the four days following news release distribution traffic to Enclaritys Web site almost doubled its normal weekly numbersOur pre-pitching efforts secured an interview with Dow Jones Venture Wire. Coverage was secured in the following publications:Dow Jones Venture WireiHealthbeat.com MSNBC.comThe New York Times Deal Book blogOrange County Business JournalThe Orange County RegisterPrivate Equity Hub.comThe Seattle Times Tech ReportSoCal Tech.comTechFlash.com Xconomy.com
- 8. Case Study Enclarity: Funding Announcement Doubles Weekly Website TrafficComment from the CEO:This announcement was very important to the company and we are pleased with the amount of coverage we have received. On top of the media coverage we received, we have gained one solid new business lead and received numerous phone calls. WunderMarx did a fantastic job of turning the work around quickly and reaching out to the correct publications on our behalf.
- 9. TradeshowsFalls under the realm of event PRInvolves many details, includingMedia relations: Pre-pitching, scheduling meetings, day-of event pitching, follow up pitchingEvent: Working the show floor, coordinating details of meetingsSocial media updates during the showGood for getting the pulse of an industry
- 10. SummaryKnow your storyKnow the media outlet and what is important to its readersKnow the reporter and what is important to their beatBe courteous, reporters are people too!Have a conversation
- 11. Lets ConnectContact Me:Theresa Dreike714-706-0433 ext. 102 or theresa@remarxmedia.comWeb site: www.remarxmedia.comLinkedIn: www.linkedin.com/in/theresadreikeFacebook: www.facebook.com/tdreikeTwitter: www.twitter.com/prdreamer