Why are some newsworthy
press releases picked up while others are tossed in the
bin? More than ever, it’s not the snappy headline, the
terrific copy in the first paragraph, or the size of the
company involved. It’s recognition and relationships,
that drive positive media response.
It takes time and energy to
cultivate relationships with the press. Unfortunately,
many marketing executives don’t have the time to
research media lists, identify the correct journalists
and editors, and spend the time to nurture
relationships. Most executives are busy working on new
campaigns, putting out fires, and brainstorming new
events and ideas.
The hard, tedious work of
contacting media personnel, getting through to them,
establishing bona fides, getting them to accept pitches,
and getting on their “acceptance” list is usually
relegated to a company assistant or associate – if it is
done at all.
The equally important work
of meeting these journalists at events and trade shows -
getting “face time” with them - generally falls below an
executive’s radar screen. It is a shame, because that is
the best exposure your company can get.
It is too late to begin this
work at the point when your company has a story worth
telling,. Without prior relationships with the press,
your story is just one more pitch sitting in a pile of
paperwork or e-mails. And your story is another great
If you make one resolution
this year regarding the public relations aspect of your
marketing plan, make it the resolution to create and
nurture relationships with influential journalists. If
you feel that you don’t have the resources available to
undertake this task, consider working with a
professional firm that spends virtually its entire
workday doing just this.