Measuring Public Relations: Key Media

KEY MEDIA.

“There are must haves on everyone's list!”

There are key media outlets that are important for different clients and will meet different goals.

• Determine what media pick up of a story measures success and ask if this is a realistic goal?
• Should there be and is the person, product or service viable enough to have a heavy focus on national business media?
• Is success measured by getting your CEO's photo in their hometown newspaper?
• Is the expert in a company perfect for morning radio interviews?
• Or is there an opportunity for a feature story in TV news.

Have a plan that includes a list of key media to pitch. Then before winding up for the big pitch, ALWAYS have a strong, targeted, personalized pitch when reaching out to a media contact and NEVER pitch off topic if the reporter has posted a media query.

A weak story or off-target pitch can put an assignment editor or a reporter off forever...yep...one poorly planned and executed pitch is the fastest way to get blacklisted...that means future calls won't be answered and emails will be deleted.

Remember it really may be a great story, but for different reasons, it may not get picked up the exact moment it is pitched to the reporter or editor. If a story is turned down, it does not mean the end.

Today's no can turn into a yes for the same story tomorrow because the news cycles and story angles change rapidly! Don't be surprised if after being told no on a story today, that person pitched may call or email next week, even next month to do that story.

Pitching builds strong relationships with the media and is an important part of the process. Reporters and editors remember a good pitch. They long remember good people and who is good for a story. And it is a good thing when they need someone to interview and call or email the good person on their list.