Media relations

 

Media relation basics 

• Attracting media attention and getting free coverage is one of the best marketing tool existing. The key to success in receiving free media coverage is to treat the media as partners. That means you must see the relationship between you and the media as a give and take relationship. To paraphrase a famous political phrase

"...ask not what the media can do for you—ask what you can do for the media"

 
The media is in the business of informing or entertaining its audience. You must therefore provide the media with content that will help them achieve their objectives. That means you must provide with a story. If your product or services do not have intrinsic "story-value" you will have to create a story around your company, product or services.
 
Example: Swarovski Crystal and Mercedes. Regular Swarovski creations do not offer enough "entertainment" or "information" value for media. Special creations like this Mercedes covered with chrystals will lead to media coverage.
media relation
 

Main ways to communicate with the media

There are four main ways to communicate with the press:
  • Newswires provide assistance in writing and translating press releases and transmit your release over their wire systems. You can potentially reach tens of thousands of journalists economically this way. However if journalists have not an pre-existing interest in your company your press release will most likely be buried among the thousands of press releases sent via the wire every day. That is why it is often not a good option for start-ups or small companies.
  • Direct emailing to journalists specializing in your product category is a better option for start-ups.  Database of journalists' email addresses can be purchased. Vernalis can offer to write and send press releases to a database of approximately 300,000 journalists.
  • One-on-one contact with journalist is a good option when you are interested in receiving more in depth coverage by less publications. It can be the best way to approach the press for a start-up launching a product targeted to an audience of experts who will usually have their trade or specialized publication. Work with 2 or 3 journalist and provide them with exclusive information to help them differentiate themselves from their competition.


Media kit

You media Kit should include:

  • company presentation
  • company history
  • Brand and/or product detailed information
  • high-resolution photos
  • Bio of key executives
  • Contact information

It is goes without saying that your Media Kit must be on your website and easily accessible.

Press release

Press release must contain relevant information that will appeal to the audience of the journalist it is addressed to. Pay attention to the fact that most people are not interested in your products or services per say but in what benefits they can derive from these products and services. Also your information is competing with all the other information published so make it interesting, relevant, impactful, entertaining.


Press release structure:

  1. Place and date
  2. Summary paragraph
  3. Core release: text with details
  4. Photos of the products, company, people....
  5. Company description
  6. Contact information