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Relating to the Media

Submitted by Mitch Seigel on Sat, 02/11/2012

Mitch Seigel Only about 25% of the effort behind solid public relations is writing good press releases and knowing when a press release or relations with the public is a necessity. 75% is becoming comfortable with relating to the media....

The media need to be your allies. So often they can turn off the faucet and block the exposure that your company or your client needs to achieve. What that means is that you need to learn quickly the best way to connect with each individual media contact that controls the exposure through the media in question.

Some areas of concern should be how you should approach the person. Should you make contact through email, or maybe by phone? What days of the week are busier for that person than others, and what time of day is better to connect? In what format would they like the information to be delivered?

Some areas of concern should be how you should approach the person. Should you make contact through email, or maybe by phone? What days of the week are busier for that person than others, and what time of day is better to connect? In what format would they like the information to be delivered?

The truth is that every person you deal with is different and you must respect those differences. Putting a group of media people on a list and submitting information the same way to each, may be the kiss of death. Would you want to be treated the same way as every other media in town? Most likely that is not the case. Do unto others as you would have them do unto you! That is public relations!

Just like everything else, there is a process to setting up your public relations plan. It is more than worth it to prepare your plan in advance and develop rapport with as many different media contacts as possible. That way, when fires occur, you are already communicating and your contact will take a last minute need from you in stride.

What are your challenges when it comes to relating to the media for better PR? I look forward to hearing your comments. Until next time …