What is a Media Relations Specialist?
Media relations refers to engagement between a person, organization, or entity, and the media. Media relations specialists serve as conduits between the press and an organization/person. They are also known as publicists.
Media relations is a subset of public relations. Often you’ll find PR specialists who list media relations as a skill, yet media relations is a complex space that requires deep knowledge of the constantly changing media landscape. The most skilled media relations professionals are dedicated to this particular practice.
The Scope of Media Relations Services
Media outreach and relationship management
Understanding the intricacies of a business and predicting how the media might cover a business entity is fundamental to a successful media campaign. Media outreach requires a strategic approach to engaging with various publications, identifying the right reporters to connect with, and determining the most compelling angles to present. Relationship management extends beyond one-time interactions; it involves cultivating long-term connections with media professionals who frequently cover specific topics. Building these relationships ensures a more nuanced, mutually beneficial, and sustainable engagement.
Press release and content creation
While press releases naturally play an important role, the essence of media relations lies in crafting impactful stories. A media relations specialist must not only possess the skill to write a compelling press release, they must also understand when and how to strategically deploy press releases. Recognizing that press releases have a specific purpose within a broader media engagement strategy is key. Wise specialists refrain from relying solely on wire services, understanding that sophisticated media engagement involves more personalized and targeted approaches.
Crisis management and reputation building
Media relations specialists play a pivotal role in reacting to adverse events, as well as actively shaping the overall narrative. When a crisis hits, these professionals are tasked with strategically disseminating information to influence public perception. This involves crafting messages that align with the organization's values, while simultaneously mitigating potential damage. During periods of stability, media relations specialists proactively work on long-term reputation building, ensuring a positive narrative is consistently communicated to the public.
Media Relations Best Practices
Proactive communication
Proactive pitching revolves around creating news and actively shaping the narrative you want to convey. Instead of waiting for incoming requests, generate and promote your own stories or angles to capture media attention. This approach is instrumental when you have a position or story that you want to be told in a specific way. Proactive pitching requires a strategic understanding of the current news cycle, combined with the ability to identify opportunities to make an impact for your brand. By initiating conversations and presenting compelling storylines, you are more likely to shape public perception and generate heightened interest and engagement with target audiences.
Building relationships
Read what they write
If you intend to pitch a reporter but haven’t read their latest story or don’t know their beat, you’re already at a major disadvantage. Knowing a reporter’s focus and interests ensures that your pitch will not be mistargeted or thrown in the trash. If you appreciate what they have to say, and make that clear when reaching out, they’re more likely to appreciate what you want to say.
Regularly read the media
Often overlooked, every publicist certainly should adopt this habit. Sign up for every newsletter covering the topics you want to pitch. The ERPR team reads dozens of newsletters every morning to keep our finger on the pulse of industries we care about most. If you don’t know what’s driving the news cycle, you’re starting off at a disadvantage as a publicist.
Reach out
If you read a compelling piece, reach out and tell the writer! Occasionally, you’ll receive a “thank you” note in response. It may not seem like a big deal at the time, but you can file that connection away for later. The next time you reach out with a pitch, they’ll be more likely to remember you.
You can learn more about proven media relations strategies in our guide, Media Relations: How Does it Work?
