5. Chase down the story … and get it!

1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.
2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention.
3) Find out which print publications and broadcast segments are the best match for the story that you're pitching.
4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.
5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.

6. Send another press release? Think again.

The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The pre

1. It's not just about promotion - it's about supporting and managing your overall brand

From an integrated marketing perspective, public and media relations is one tool in the marketing toolbox. Whether you are talking about a brochure, program mailer, media kit, press release, postcard invitation, email blast, newsletter, web pages, or other communication piece, it's all about engaging the customer through your brand. Listen to the customer and find out their objectives and issues. Then respond by addressing their marketing needs and opportunities.

When identifying which events, programs or initiatives to promote, consider which activities will support the strategic positioning of the organization. How can a press release support what the ad or collateral piece is trying to accomplish? What PR activities should the creative team be keeping in mind as they develop print and radio creative ads? What cross-promotional opportunities should all who work in the marketing function be thinking about? What elements of the organization's signature boilerplate can be incorporated into your news releases or other PR materials? Which PR activities will best align with the point of difference of the organization? What PR tactics will produce high value vs. limited payoff?

2. Prioritize your PR efforts

A well thought out PR plan that identifies audience groups, consistent key messages, story concepts and targets, timeline for targeted media sources, and prioritized top media stories is important. However, you also want to be flexible. If a great opportunity arises, drop your plan and run with it!

Always be thinking and brainstorming about the stories, messages and tactics that will keep your messages fresh and relevant.

Make sure your media materials line up with and support your organization's strategic plan and mission. Before you send out that next release, ask yourself whether it is building awareness of your organization's core mission.

Be mindful of the media materials that are going out when. For example, sending out multiple releases on different topics in the same week can result in overexposure and dilution of your message. However, in situations where the organization is promoting a major program or event with an overall theme, more than one release in the same week may be the right strategy for getting the word out to media.

As you develop the plan, always be asking the question: what's realistic and doable, recognizing that you don't have unlimited time and resources.

3. Be proactive

Cultivating strong media relationships is at the heart of public relations. Here are some tips for working proactively with the media:

1) Develop a timeline of story ideas, story angles, topics, and visuals and pitch to the media to keep your organization in the news throughout the year.
2) Brainstorm on new types of segments to tease reporters and peak their interest.
3) Infiltrate editorial opportunities for regular broadcast segments or newspaper columns.
4) Be available. Respond quickly. There's usually a narrow window of time to respond to reporter's requests, so a less than quick response can cost you the story.
5) Provide easy access for journalists to help them tell the story. Set up a dedicated media room with photos or online media kit. Online media kits are the current trend over traditional media kits. Media people are web savvy and don't need that glossy press kit. One advantage is that you can track the media visiting the site and follow up with them in a timely manner.
6) Reporters want to be singled out. Set up your distribution system so that each journalist receives releases as an email that is addressed by their first name.
7) Determine the best strategy for contacting reporters, e.g., best day of the week and time of day to send press releases, phoning broadcast reporters just before or after their respective newscasts, and, of course, not calling reporters when they're on deadline.

One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you'll hear from them. Don't bug 'em.

4. Be armed and ready

Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.

When you're sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.

5. Chase down the story … and get it!

1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.
2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention.
3) Find out which print publications and broadcast segments are the best match for the story that you're pitching.
4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.
5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.

6. Send another press release? Think again.

The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The pres

2. Prioritize your PR efforts

A well thought out PR plan that identifies audience groups, consistent key messages, story concepts and targets, timeline for targeted media sources, and prioritized top media stories is important. However, you also want to be flexible. If a great opportunity arises, drop your plan and run with it!

Always be thinking and brainstorming about the stories, messages and tactics that will keep your messages fresh and relevant.

Make sure your media materials line up with and support your organization's strategic plan and mission. Before you send out that next release, ask yourself whether it is building awareness of your organization's core mission.

Be mindful of the media materials that are going out when. For example, sending out multiple releases on different topics in the same week can result in overexposure and dilution of your message. However, in situations where the organization is promoting a major program or event with an overall theme, more than one release in the same week may be the right strategy for getting the word out to media.

As you develop the plan, always be asking the question: what's realistic and doable, recognizing that you don't have unlimited time and resources.

3. Be proactive

Cultivating strong media relationships is at the heart of public relations. Here are some tips for working proactively with the media:

1) Develop a timeline of story ideas, story angles, topics, and visuals and pitch to the media to keep your organization in the news throughout the year.
2) Brainstorm on new types of segments to tease reporters and peak their interest.
3) Infiltrate editorial opportunities for regular broadcast segments or newspaper columns.
4) Be available. Respond quickly. There's usually a narrow window of time to respond to reporter's requests, so a less than quick response can cost you the story.
5) Provide easy access for journalists to help them tell the story. Set up a dedicated media room with photos or online media kit. Online media kits are the current trend over traditional media kits. Media people are web savvy and don't need that glossy press kit. One advantage is that you can track the media visiting the site and follow up with them in a timely manner.
6) Reporters want to be singled out. Set up your distribution system so that each journalist receives releases as an email that is addressed by their first name.
7) Determine the best strategy for contacting reporters, e.g., best day of the week and time of day to send press releases, phoning broadcast reporters just before or after their respective newscasts, and, of course, not calling reporters when they're on deadline.

One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you'll hear from them. Don't bug 'em.

4. Be armed and ready

Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.

When you're sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.

5. Chase down the story … and get it!

1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.
2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention.
3) Find out which print publications and broadcast segments are the best match for the story that you're pitching.
4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.
5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.

6. Send another press release? Think again.

The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The pre

As you develop the plan, always be asking the question: what's realistic and doable, recognizing that you don't have unlimited time and resources.

3. Be proactive

Cultivating strong media relationships is at the heart of public relations. Here are some tips for working proactively with the media:

1) Develop a timeline of story ideas, story angles, topics, and visuals and pitch to the media to keep your organization in the news throughout the year.
2) Brainstorm on new types of segments to tease reporters and peak their interest.
3) Infiltrate editorial opportunities for regular broadcast segments or newspaper columns.
4) Be available. Respond quickly. There's usually a narrow window of time to respond to reporter's requests, so a less than quick response can cost you the story.
5) Provide easy access for journalists to help them tell the story. Set up a dedicated media room with photos or online media kit. Online media kits are the current trend over traditional media kits. Media people are web savvy and don't need that glossy press kit. One advantage is that you can track the media visiting the site and follow up with them in a timely manner.
6) Reporters want to be singled out. Set up your distribution system so that each journalist receives releases as an email that is addressed by their first name.
7) Determine the best strategy for contacting reporters, e.g., best day of the week and time of day to send press releases, phoning broadcast reporters just before or after their respective newscasts, and, of course, not calling reporters when they're on deadline.

One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you'll hear from them. Don't bug 'em.

4. Be armed and ready

Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.

When you're sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.

5. Chase down the story … and get it!

1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.
2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention.
3) Find out which print publications and broadcast segments are the best match for the story that you're pitching.
4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.
5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.

6. Send another press release? Think again.

The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The pre

One exception to being proactive. Personal pitch calls are fine, but there comes a point where you need to stop the pitching and wait for a response. If a reporter is interested in your story, you'll hear from them. Don't bug 'em.

4. Be armed and ready

Avoid scrambling when news producers call and want to create a segment within a couple of hours prior to airing or editors call for photo images to supplement a feature story. Plan ahead so that you can respond quickly to requests for broadcast (B-roll) footage and images. Develop an online media kit so that you can provide a web link to reporters when they request press materials.

When you're sending out a release that profiles an in-house expert, start to think about conducting media training sessions, coordinating institutional key messages, and developing talking points for speakers. Teach spokespeople to deliver key messages consistently and effectively and prepare them to answer difficult questions.

5. Chase down the story … and get it!

1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.
2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention.
3) Find out which print publications and broadcast segments are the best match for the story that you're pitching.
4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.
5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.

6. Send another press release? Think again.

The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The pre

5. Chase down the story … and get it!

1) Call or send a personalized letter or email to reporters, news producers, or radio/TV hosts. A good way to start pitch letters is to stroke reporters a bit and demonstrate that you've read their publication or listened to their show. It's gratifying when you do get a quick response about your story idea.
2) Get creative and identify the interesting story ideas and story angles that will be good personal pitch projects and worthy of your extra time and attention.
3) Find out which print publications and broadcast segments are the best match for the story that you're pitching.
4) Be flexible while going after that story. Invite press to attend an event, but be ready to offer an alternative if they are unable to attend. Invite media for a preview day, however, it may be more feasible to do one-on-one interviews -- have a plan for both.
5) Reporters like to know about trends, so pitch a broader trend story, not just the organization.

6. Send another press release? Think again.

The best PR tactic may not be a news release. Keep in mind that the majority of press releases don't get picked up. The press release, while the key PR writing vehicle, is only one component of an effective PR strategy. Think about the end goals of your project. The most effective way to get your message across may be to send a customized letter with a flyer highlighting your client's program or initiative.

Instead of a release with a broad distribution, a better vehicle may be a calendar listing that goes out to a narrow, targeted print source. You may want to send a media alert a few days prior to an event to grab media attention. Consider community access stations' message boards, public service announcements (PSAs) to local cable public affairs shows and regional radio shows, news stations' websites, and other free website listings.

Be aware of timing. Generally, the timeline for newspapers and other short lead media is 3-4 weeks, the target for longer lead magazines is usually 4-5 months, and the deadline for local and community calendar listings varies with the publication. The earlier you can send in a release for inclusion in calendar listings, the better the chances that your story will prominent. If you miss the reporter's deadlines, you've lost the opportunity.

7. Give staff the inside scoop

Don't forget internal staff when getting the word out to the media about your organization. Employees need to know what's going on, where the organization is going, and where they fit. An organization's internal home page can include sections for print, radio, direct, on-site ads, as well as press releases. Web pages can drive staff to get updates on the organization's marketing plans for the year.

Providing frequent updates on the company's external site that would not be communicated to the general public also helps to engage staff and make them feel that they are key players within the organization. Include copies of advertising and indicate where the ads are running on the website, so that front-line staff is well informed to answer customer questions. Share key messages to be used consistently in written and verbal communication with staff, FAQs, as well as overall company messages. The message to employees is that we're all ambassadors, not just the marketing and PR staff.

Public relations is the conduit to engage your audience with the product or service you are selling. While there's always a tradeoff for not paying for your message to be broadcast, a PR campaign that focuses on building relationships and successfully building brand and awareness can be a powerful and credible force alongside your advertising efforts.