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Master the art of media relations with insights from an ex-intern. Discover the evolution of media lists, pitching strategies, and the power of timely follow-ups.
More than three years ago, I embarked on an incredible journey at PRecious Communications, starting as an intern – my first full-time job. Looking back, I have bid farewell to beloved colleagues, welcomed new and amazing ones, and experienced profound personal growth and milestones.
As a wide-eyed intern, I was fortunate to be surrounded by a supportive and caring team who genuinely wanted the best for me. They imparted invaluable lessons that have shaped me both professionally and personally. I want to share some of my learnings over the years with this article.
Evolving Media Lists: From Quantity to Quality
As an intern, my media lists included every publication that seemed remotely relevant to my inexperienced self. I added any media outlet covering the specific topic and the respective journalist.
Media lists should be tailored for each pitch. We prefer a selective list of 12-20 highly targeted media outlets for some pitches. We opt for a broader list of 40-50 publications for others. We select journalists based on their recent work and relevance to the pitch.
Naturally, this expertise and understanding of the media landscape took time to develop, but I have a tip to expedite the process. Every week, take a deep dive into one relevant media outlet for your clients. Look for a journalist who covers or has covered a similar topic, and then reach out for a chat over coffee or on Zoom. These conversations can provide valuable insights into the media landscape and editorial strategies while helping you establish meaningful relationships.
Evolving Pitches: From Simplicity to Strategy
My pitch notes were very straightforward. Strategy? It was practically non-existent.
Pitching requires a much more thoughtful approach. Strategy and tactics take the front seat. We must consider whether selective pitching or mass outreach is the way to go. Should we stick to disseminating information or also offer interview opportunities? What about embargoes? Each pitch note is like crafting a story and should be treated as such.
However, one particular factor that has made a significant difference in my results is understanding current media trends. The big players like Reuters, CNBC, and Bloomberg often seek news that aligns with hot trends. Does this mean we should abandon pitching altogether without a direct trend connection? Of course not. It means that I need to find creative ways to sell the story.
Pro tip: The answer lies in media monitoring! We must internalise that media monitoring goes beyond just “monitoring” – it is all about gathering valuable insights. We don’t just report; we actively monitor and analyse. If we fail to correlate news with trends our clients could leverage, we essentially waste an hour every morning.
Confessions of an Ex-Intern: The Power of Timely Follow-ups
I used to think of follow-ups as mere reminders, a casual “Hey, have you seen my email?” message.
News is like freshly-baked doughnuts: it has a “sell-by” date. When we follow up the next day, it might be “stale.” That’s why we must be immediate with our follow-ups through phone calls or text messages. Email follow-ups can come the next day.
There are two key reasons why I advocate this approach: First, building a phone/text relationship with journalists creates a sense of comfort and familiarity, fostering long-term connections with our most important stakeholders. And secondly, immediate phone calls or texts allow us to gather feedback on a story that is still “fresh out of the oven”. This instant feedback enables us to pivot our strategy or hook promptly before the story loses its news relevance.
If you would like to learn from countless mentors who are interested in your career, please contact our People & Culture team at talent@preciouscomms.com.
Contributed by Aniket Gupta, Senior Client Executive – PRecious Sparks
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