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When it comes to media relations there are a few best practices every company should follow. Below are a few tips to help you with your publicity efforts. We hope you find these useful.

-         Always return phone calls and emails to the media right away – the news waits for no one! Even if you don’t have an answer at that moment, let the reporter or editor know you received their message and you will work on getting them a response right away.

-         When thinking of news story possibilities ask yourself the question: “Why should the reader care?” Is something that is “news” to your company going to be important to the average reader?

-         Make sure you are familiar with the publication’s audience and your story is relevant to that outlet; make sure the reporter you are contacting covers that beat.

-         Make sure your contact database is up-to-date.

-         The media receives hundreds of emails a day, so make your subject line punchy, and put the most important facts at the top of your e-mail.

-         Do not include attachments besides photos and artwork; make sure all the information is in the body of the e-mail.

-         Check the news for local breaking news before contacting the media. If there is a major news event happening, wait for a better time to contact them.

-         Be conscious of reporters deadlines, newspaper reporters are busy trying to reach deadlines in the afternoon, and TV reporters right before the news airs. Contact them when it’s a convenient time for them to talk.

-         Read publication editorial calendars and stay apprised of current news and try to think of ways to incorporate your business.

-         Plan ahead: Keep in mind that long-lead publications such as magazines look for and draft editorial content 3-4 months in advance of publication. Strategic media planning is helpful in outlining opportunities for long-lead pubs.

-         Keep your website updated with the most up-to-date information. Your website is available 24 hours a day, so make sure it is fresh and current!

-         Don’t try to oversell your story. If a reporter doesn’t seem interested don’t push it. It’s much more important to keep a good relationship for future story ideas.

If we can help you with your media relations initiatives, please call us at 239-267-2638. For a full list of PR services, visit: http://prioritymarketing.com/services/pubrelations/pubrelations.html

Every day we see examples of companies that have attracted the media spotlight without seeking it. For better or for worse, the story almost always alters people’s perception of the company or brand being featured. With proper planning, these situations can be managed and may even be transformed into opportunities to enhance public image.

That is why every organization should be prepared with a crisis communication plan. If you don’t already have one, you need one now, and if you do have one it may be time to update it by incorporating social media tactics.

Toyota is an example of a company in the media spotlight right now that is using social media to its advantage. While the company has received harsh criticism, its public relations team is clearly at work, proactively addressing the automaker’s recall issues.

On the social media front, Toyota is using Twitter, YouTube and Digg to disseminate information to customers, address critics when appropriate and uphold the brand image that has been so finely crafted over the years.

On Twitter, we see Toyota issuing official statements to customers regarding its transgressions and federal penalties. At the same time, we notice positive stories unrelated to the recall continue to be disseminated, reminding customers that the recall isn’t all there is to say about Toyota, and it hasn’t stopped the industry giant in its tracks. Far from it, the company continues to make announcements regarding is racing sponsorships, the release of new vehicles and more. A customer who decides to follow the recall situation on Twitter will get an infusion of positive messages along with facts about Toyota’s recall.

On YouTube, Toyota is able to deliver its own message about the recall without being edited by the media. Again, the company puts a positive spin by emphasizing the many interesting facets of this occurrence – the participation with NASA and the engineering perspective.

Digg provides Toyota with a way to consolidate all the outside messages about the recall for customers. They have links to articles in the electronic media, both “print” and video. It also provides an interactive forum, where, through Dialogg LIVE, spokespeople like Toyota US President Jim Lentz can address the day’s issues with an online audience.

While Toyota has received criticism for its handling of the recall, and it remains to be seen how the issue will ultimately affect public opinion, this case study is one worth following.

If you’d like more information about developing or updating your organization’s crisis communication plan, including the use of social media, turn to the experts at Priority Marketing.

Media relations is an important business development function that sometimes gets sidelined, especially in difficult economic times.  It’s difficult to quantify its results, so it’s easily disregarded.  However, media relations can be vitally important to ensure a company stays ahead of the competition and its message is heard by potential customers.

Media relations is a very effective method of communicating with the community.  When doing a media interview, it’s easy to forget that the audience is not the reporter, but his or her readers/viewers.  This provides an important education and business development opportunity.

Here are some tips for working with reporters/editors/producers:

• Remember that with media, their deadlines are immediate, particularly with the importance of online media coverage. Understand and respect these immediate deadlines.
• Be accessible. Ensure everyone who answers the company’s telephone knows that reporter calls take priority and should never be placed in voice mail. If the company principal or spokesperson isn’t immediately available, someone needs to explain to the reporter when he/she will be able to return the call.
• Return calls to reporters immediately!  If you don’t, your competition probably will.
• Develop relationships with reporters, particularly those that cover your type of company. Ensure you are a ready source of prompt information for reporters.
• If interviewed, relax and do a good job.  If you do a good job once, a reporter is more likely to call back for another story.
• Read the newspaper, watch television and listen to the radio. The best way to see how you fit in a particular media outlet’s coverage is to be familiar with them.
• Have information about your company on your company’s Web site (such as history, bios of key leaders, photos and company logo) that reporters and editors can easily acceess.

News is defined as a report of new information or recent events. But what makes a story newsworthy?

When looking to promote a client’s services, business, products or people, the media relations team at Priority Marketing looks for an angle that will appeal to both the media and the consumer. It must have that why factor: why should people care?

Here are some questions to ask when considering whether you have a newsworthy story to share:

-Timing: Is this story timely and relevant?  If it happened weeks or months ago, it might be old news. The media and consumers are interested in topics that are current and relevant. For example, are you using a new business strategy to help survive during challenging economic times?  This is timely as businesses look for new ways to survive or grow.

-Prominence: If someone is well-known within the community, the story is more appealing.

-Proximity: Is the story relevant to our community? Does it impact our neighbors, local businesses, schools or community organizations? Stories that happen close to home have the most impact.

-Human interest: Interesting people stories make news. Human interest stories appeal to emotion.

-Weirdness: Does the story have the weird factor?  Oddly enough, strange stories sell.

When in doubt, just ask. The media relations team at Priority Marketing is an experienced group of media professionals who work closely with the news media to promote our clients, their services, products, people and expertise. If you have an idea to share that you think may be newsworthy, please contact Priority Marketing at 239-267-2638.

• Be accessible: Always return a reporter’s call or email within an hour.
• Be professional: Have a headshot and biography ready to send electronically.
• Stay on message: Never say anything to a reporter you don’t want to show up in the media, even if you clarify that’s “off the record.” Develop talking points and stay on message.
• Post your accolades: Create a newsroom on your Web site with important company information and news releases for reporters.
• Be proactive: When possible, plan to send news releases well in advance of events to maximize exposure. Magazines need content at least three months ahead of time. National magazines may have an even longer lead time.

 Get started on our publicity efforts:

“It’s not about being worthy, it’s about being newsworthy.” Yes you and your company deserve publicity as much as your competitor. Maybe even more! But the media has specific criteria it uses when selecting which stories to cover. Following are a few newsworthy “hooks” to attract interest in your company.

• Hot Topics: Tying your company to national events is a great way to get mentioned in the media. Click here to see a list of upcoming holidays!
  
• Awards: Has your company received a local, regional or national award? Why not be recognized for all the great work you do all year long?
  
• Community Involvement: Writing a news release on a corporate donation, team volunteer day or board appointment is a great way to let the community know that your business is dedicated to them.

 Become the Expert:  Being quoted as an expert is one of the best ways to get your name “out there.” Contact your account manger today to find out more!

 Here’s how we can help you:

• Press Release Copywriting
• Press Release Media Distribution
• Media Spokesperson Training
• Media Pitching
• Crisis Communications
• Op-ed Articles
• Letters to the Editor
• Public Service Announcements
• Press Clipping Services
• Media Kits

Contact us today to find out more about our public relations services at 239-267-2638 or info@prioritymarketing.com.

Publicity is an important component of any integrated public relations and marketing plan and a cost-effective way to reach your target audience with key messages. Publicity is defined as the use of the media to tell positive stories about your company or products. This is usually accomplished by cultivating relationships with reporters, editors and producers. We at Priority Marketing work hard every day to build strong relationships with the media and to place our clients in the limelight.

Benefits:  Publicity is different from advertising. Advertising can be purchased and is a controlled method of placing messages in the media. Publicity is not for sale, and there is little control over the message. So what is so great about publicity?

·         Cost Effective: Publicity is cost-effective. Because the media dose not charge for news coverage, this helps to stretch your marketing budget and reinforce the message in your advertising efforts.

·         Longevity: Publicity has greater longevity than advertising. An article about your business will be remembered far longer than an ad.

·         Reach: Publicity reaches a wide audience. Sometimes, your story might even be picked up by the national media, spreading the word about your business all over the country.

·         Credibility: While advertising increases name recognition, publicity increases credibility. Readers feel that if an objective reporter features your company, you must be doing something worthwhile.

Here’s how we can help you:

·      Press Release Copywriting

·      Press Release Media Distribution

·      Media Spokesperson Training

·      Media Pitching

·      Crisis Communications

·      Op-ed Articles

·      Letters to the Editor

·      Public Service Announcements

·      Press Clipping Services

·      Media Kits

Contact us today to find out more about our public relations services at 239-267-2638 or info@prioritymarketing.com.