Once you have something newsworthy to talk about, then it’s time to get your media and influencer relations strategy together.
Here are a few tips to make sure you stay on the right track and make the best connections possible.
#1: Build relationships, not individual opportunities
Sure, you are looking for media coverage for this one media campaign, but what about the next one? And the one after that? Your goal should be to aim for sustained buzz, and to do that you have to look at building relationships with your media contacts. A good media campaign is like fine wine or scotch. It gets better with age and you sometimes have to let it breathe. If you make meaningful connections with the media, you may find that they are more receptive to your pitching down the line. You also may find they take interest in what’s happening with your brand and reach out to you. Media opportunities can sometimes come up 3 or 4 months after your initial pitch, so don’t just pitch once and forget it. Look at building relationships with the media like building relationships with your customers – connect with them on social media (where appropriate) and drop them a line every so often if you have something that is of interest to them…
