It’s not what you know…or is it?

What is media relations really? Is it maintaining strong relationships with local, regional and even national media contacts? Or is it scouring the newspapers, magazines, Internet sites, TV stations, radio stations and all the other outlets out there, until you find a reporter?

To answer that, let me take you back to Auburn University, in Rick Smith’s Mass Communications class. Rick said, “It’s not what you know. It’s who you know. Now, I, and your other professors will teach you the ‘what,’ but it’s up to you to find the who.”

As PR pros, it is our job to know to whom we are pitching our ideas. Schroder PR prides itself on having strong media contacts. I have met reporters and editors through the firm, my colleagues, through clubs and organizations in which I am involved and even Twitter! I also utilize our subscription to the database of thousands of reporters to find which beats reporters cover and how they liked to be contacted.

Part of the ‘what’ is knowing what the ‘who’ is writing. As Bailee wrote in “Reader of the News,” we are constantly reading publications, websites and any other news sources out there to keep updated with reporters’ works.

Another part of the ‘what’ that I’ve learned at SPR is having a complete story and messaging. We know what is and is not interesting, and so do reporters. Don’t pitch reporters with untimely or boring subjects!

So, does Schroder PR get hired for media relations based solely on our relationships with reporters? No. Do we get hired because we subscribe to every eNewsletter and paper, and read/watch/listen to as many outlets as we can? I don’t think so. I think we understand that media relations is, simply put, not only about who, but also about what you know.…read the full article here.

Leave a Reply

Your email address will not be published. Required fields are marked *