Effective management of media relations begins with precise media targeting, as different outlets focus on specific topics and cater to distinct audiences. Sending a story to a media outlet that does not align with its coverage or audience can yield unfavorable outcomes. Some PR professionals overlook this crucial step, distributing stories without researching the media outlets and their audiences. To prevent potential harm to both the PR professional's reputation and the organization they represent, it is essential to answer the following four questions before pitching to the media:
- What is the function of the organization?
- Who is the target audience the organization aims to connect with?
- What message (s) does the organization intend to deliver?
- Which media outlets are suitable for delivering these messages?
Function
An organization's function significantly influences its media visibility. High-profile consumer products, for instance, require substantial support, whereas industrial products, with a smaller customer base, may require less public relations assistance.
Audience
Comprehending the organization's audience is another crucial aspect of engaging with the media. Public relations professionals, alongside their marketing counterparts, should conduct thorough research on audiences with a particular interest in their organization's products or services.
Messages
Audiences vary in their interests and concerns. To effectively reach these diverse audiences, the organization should craft specific key messages. For instance, the internal audience (employees) is likely to be interested in organizational news and their own security, while customers may prioritize information about the nature and quality of the products and services.
Media outlets
A diverse array of media outlets exists, emphasizing the need to customize messages to suit the requirements of each outlet and its target audience.
In essence, the press tends to prioritize substantial industry-related issues or research findings with noteworthy insights pertinent to the sector. When journalists receive stories that are both relevant and newsworthy, it enhances the likelihood of establishing a lasting collaboration with the organization. This collaboration is built on the public relations professional's competence and understanding of the journalist's areas of interest.
Written by Liudmila Kazak