Media relations. How does it work?

Whether you wish to understand how to create an effective PR strategy, land your first media placement, or form relationships with appropriate journalists, the tactics discussed below will help you successfully navigate the dynamic landscape of modern media relations.

How to create an effective PR strategy

What’s the story?

Every publicity campaign must start with the story. A strong media strategy rests upon an interesting narrative, consisting of a beginning, middle and end, that aligns with key brand messaging. Simply signing a deal with a customer, for example, is not a complete story. What about that deal makes it unique, significant, or a sign of coming trends? Why should audiences care?

When we think about effective storytelling, we think of rising action, conflict, climax, falling action, and resolution. Readers are most compelled by stories describing some friction and resolution. Journalists are no different. So, if you want to promote a specific item, find the larger story that encompasses it.

Who is the spokesperson?

The person telling or contributing to the story is equally important. When identifying spokespeople, remember that authority and proximity to a story matter most. Those with more authority will garner more interest from publications. For example, would you rather hear about military operations from the Secretary of State, or from a third-year Pentagon analyst? Secondly, it’s important that your spokesperson be close to the developing story. Someone without their finger on the pulse of the information you’re sharing will not be able to adequately tell a compelling story. If we want to hear about off-season trades by the New York Yankees, we don’t want to hear from the first base coach; the most compelling, authoritative story would come from someone in the General Manager’s office, ideally directly from the GM. 

What is the best format for sharing the story?

Storytelling can be accomplished in a variety of formats, including news items (which tend to complement press releases), long-form stories that provide in-depth perspectives of a concept, visual stories driven by images, etc. 

We’ll delve deeper into each of these story styles in another blog. For the purpose of this article, it’s important to know the following: Story format should complement the venue with which you’re trying to tell it. Are you trying to pitch TV? Then a visual-driven story is preferable. If you’re going after a glossy/magazine, a long-form story may be more appropriate. The story itself also dictates how it should be told. 

Who do you want to reach?

The audience also serves as a guiding light for your publicity campaign. If interested in reaching decision-makers in a certain industry, for example, you want to focus on trade publications rather than mainstream business media. Why? Because of the audience. Only one of those aforementioned audiences will be hyper-concentrated in the trades, and therefore the story will have a greater impact.

What’s the objective of the campaign? 

PR campaigns can be driven by a number of objectives: raising brand awareness, publicizing products, issues management, even education. The objectives should also influence how you engage with media for a campaign. We’ll discuss campaign objectives in greater detail in another blog; but for now, let’s touch on four media relations strategies that many publicists apply to get their stories picked up.

Four proven media relations strategies

“Ask and tell”

It’s often advantageous to speak to only one media outlet. For a big story receiving a lot of attention, this may result in an “ask and tell,” where a brand will grant an interview to one outlet only, while all other requests for comments are pointed to that story. An example of how this might appear in media coverage is: “In a Forbes interview with, the growing start-up’s CEO said they intend to use Series A funding to increase R&D investing, as well as hiring.” 

There are a few reasons one may use this strategy. First, “ask and tell” allows the brand to control the quotes in a story. If you only give one interview, you maintain consistency throughout all coverage by referring back to those quotes. Second, it provides an opportunity to build a relationship with one specific media outlet.

Blog post

The rise of tech companies has pushed the blog post strategy into the mainstream. Rather than relying on press releases to communicate news to the public, some companies opt for blog posts. This is a less formal, sometimes more authentic way of sharing updates with the public.

Exclusive interview

The exclusive interview tends to be an overused PR strategy, but under the right circumstances, it often proves to be a winning strategy. Offering an exclusive to an outlet can achieve a few things: First, it can entice someone to write the story when they probably wouldn’t be interested without the exclusive. Second, it can open an opportunity for a longer-form story, rather than simply a news write-up.

Embargoed outreach

This is also an often-used PR strategy that can prove beneficial if executed correctly. ERPR used an embargo strategy when we supported a client’s new product launch. We offered a handful of reporters access to the news under embargo and arranged interviews ahead of the news going public. The result, a wide range of coverage once the news was announced, included detailed coverage based on the early-access interviews. Why did this strategy prove to be effective? Because it created buzz in a way that positively highlighted the new product (a result of the interviews we offered to the press).

Landing your first media placement

Embarking on the journey to secure your first media placement can be both exhilarating and challenging. To navigate this path effectively, it's essential to have a well-crafted strategy in place. Below are six key steps to guide you in landing that coveted media placement, from defining your story and target audience to engaging the appropriate spokesperson and mastering the art of follow-up, ensuring your message reaches the right eyes and ears in the media landscape.

Define your story and success

The foundation of any successful media placement is a compelling story. Start by identifying the unique aspects of your business, project, or achievement. Highlight accolades, milestones, or evidence that makes your story noteworthy – perhaps a groundbreaking product, a milestone achievement, a significant amount of money raised, a celebrity endorsement, or an inspiring journey. Your story should have a clear narrative with a beginning, middle, and end, making it engaging and relatable to your target audience.

Identify your key audience

Understanding your target audience is crucial. Determine who you want to reach with your media placement. It's often beneficial to focus on the niche or trade publications that cater to your industry as these publications are naturally more likely to engage readers who are genuinely interested in your story and actively seeking information related to your field. Tailor your message to resonate with this specific audience.

Offer an interesting perspective

To capture the media's attention, offer a fresh and unique perspective on your story. Journalists are constantly looking for stories that stand out, so avoid clichés and generic pitches. Consider how your story fits into larger trends or issues within your industry. Presenting a thought-provoking angle or insight can make your story more appealing to reporters.

Engage a high-level executive

Having a high-level executive as your spokesperson can significantly enhance your chances of media placement. Executives often carry more authority and credibility, which will lend weight to your story. Ensure that your chosen spokesperson is well-versed in the subject matter and can effectively convey your key messages. Their expertise and position within the company can make your story more compelling.

Reach out to the proper reporter

Identifying the correct reporter or journalist to contact is essential. Research journalists who cover topics related to your industry or field and look for reporters who have previously written about similar subjects. Craft a personalized pitch that clearly outlines your story and why it would be of interest to their readers, as well as a good fit for them specifically. Be concise and respectful of their time, and be certain your pitch aligns with their beat and interests.

Follow up

After sending your initial pitch, don't hesitate to follow up if you don't receive an immediate response. Journalists receive numerous emails daily, so your pitch might get buried in their inbox. A polite and professional follow-up email or phone call can help keep your story on their radar. Be prepared to provide additional information or answer any questions they may have. But also make sure you’re following up in a helpful manner and not as a nuisance – if you sent an email two days ago and follow up every day, that will land your email in the trash rather than eliciting a response. 

Should you hire a Media Relations Specialist?

What does a Media Relations Specialist do?

Media relations specialists, also known as publicists, are responsible for spearheading interaction with, and coverage by, the media. This coverage, secured by pitching or sharing ideas for potential stories, is not considered advertising. To be an effective publicist, you must possess equal parts strategy and tactics. That means developing the most advantageous approach to disseminating information to the public via the media, then executing that plan. This extends well beyond simply writing a press release. If that is the only tool in a publicist’s toolkit, it’s unlikely they’ll be a great resource.

Finding the right person for you

Finding the right publicist requires finding a trusted resource. You can seek aspects such as industry experience, which is important, but it’s equally important for the person to represent your brand well while remaining strategic enough to deliver results. More important than anything is to seek results. A seasoned publicist will have an extensive file of recent (within the past few months) coverage that they’ve secured that demonstrates a breadth of storytelling.