Part 2, Building A PR Plan From Start to Finish: Relationships With Media

Last week, we talked about getting a PR plan organized and started. We discussed the questions and reasons why someone should write down and document as much information as possible before setting up any part of the plan. The reason is that you might miss something important if you move too quickly.

Now, let's move on to the next segment.

Remember your goal...public relations. We aren't doing advertising.

Step 3: From this point, we need to determine which people in the media we are trying to reach. Hitting a target is difficult, if not impossible if you don't know what your target is. It's easy to remember the television and radio, and even local newspapers. But don't forget about newsletters, business journals, your trade magazines, trade journals for supply chain levels above and below yours, local small media, online news services and even key industry blogs? These can be just as effective if not more effective since the smaller newsletters and trade journals are typically very target oriented. You can find just the right customer for your business by sending public relations interest their way.

Whatever you choose, make sure that you follow the right steps in contacting them. It seems as though every media outlet has their own way of doing things. You may do whatever you wish at your own peril. Most reporters/editors/writers are stressed out 24/7 and need to move information FAST. If you can't keep up with their speed, they'll run you over, leaving your story uncovered.

For scenario one, let's think about what media outlets would be most likely to respond. First of all, television would be perfect since ether Wazzle Widget is for use with televisions. Makes sense, doesn't it? How about radio? Maybe. Local small media, and business magazines show some good promise. NEVER fully reject any of the possibilities. This is public relations, and any contact you can have with the public is more exposure than before. Consider the possibilities. But if your funds and time are limited, concentrate the majority of your efforts where you think they will be the best received.

For scenario two, pens are a little more difficult to classify since pens are used in every business. Let's say that in scenario two, they chose to concentrate on the print media.

Step 4: Now that you know where you'd like to concentrate, you will need to assess your current relationship with the key individuals in each of your targeted media outlets. This is vital.

Unfortunately, there are far too many people who believe that Public Relations is really a press release milling process - vainly hoping that the more they send out, the more publicity they will receive. This is entirely opposite of the real world. Public Relations is a business of relationships - between you and the key people in the media outlets with whom you work.

Think about it this way. Let's say that you get two emails, both announcing a new product that they want you to buy. One comes from a long-time supplier and friend with whom you have developed a relationship. Her email gets opened. The other comes from someone else who you've either never heard of, or who keeps sending you stuff, but who never has bothered to try to take the relationship to the next level. It's more than likely that the second person's email goes right to the trash folder, likely without ever even being read.

On that note...

What have you done for each of these key contacts lately? Media publicity is a give-and-take game. They're more likely to stay on your side and continue to provide publicity for you if you become valuable to them. How can you do that? Provide sources, stories, ideas, and other excellent content that will make them grateful that you are around. Tell them about your competitors, steer them to great stories, be a resource and most importantly, be proactive in letting them know that you care about them and what they do.

You also need to be sure that you have the most recent contact information for them. You can get this information from them just by calling. Don't overlook this. Sending the information to the wrong people, or to someone who is no longer there will only serve to cause you problems.

Step 5: Develop a plan to start creating positive relationships with each of the key people on your list. We recommend putting together a chart showing each contact with an action plan of at least 3 things you will be doing within the next 30-60 days to build a relationship with them.

So here's your homework for this week. Identify the key media, assess your relationship with the key person/people at each outlet, and develop a 30-60 action plan to help improve and make personal your relationship.

We have a number of resources to help you to develop relationships with key people:

Our audio CD How To Become An Expert Spokesperson That The Media Love discusses the concept of working with the media to position yourself as an expert who can contribute commentary for their stories.

Our Special Report #42: Public Relations: Tips for Letting Reporters Experience Your Story, Not Just Write About It can play a role in your relationship building by helping reporters get to know your company and product lines at a deeper, hands-on level.

#43: Public Relations: The Do�s and Don'ts of Offering Food to the Media - lots of people think that buying lunch is the only way to develop a relationship. That's not always true - here's the info you need if you're considering this angle.

#4: How to Write Crisp, Compelling Letters to the Editor that Promote Your Product, Service or Favorite Cause is a great way to start creating a reputation as a thoughtful contributor to their publication:

#6: How to Write How-to Articles that Position You as an Expert takes that process a step further by helping you to actually play a major role in providing copy for their publication

#34: Secrets to Becoming a Columnist in Newspapers and Magazines takes it even to a higher level

#33: How to Win the Support and Respect of Newspaper Editorial Boards teaches about the power of and how to reach editorial boards - because if the editorial board loves you, you're in a powerful position!

Have you purchased your copy of Media Relations Power? Perhaps you should, because others are. It really is a fantastic resource that gives you the information you need to properly handle the media. It contains information that you would expect to pay thousands of dollars for. We're not kidding. Don't believe us? Then check it out for yourself. If you're not satisfied, you get your money back.

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Tags: Media Relations