MEDIA RELATIONS SERVICES

Reporters want newsworthy stories. Generally, this means that they are looking for controversy. Lobbyists and politicians on the other hand generally are trying to build consensus. Controversy and consensus work against one-another. The best way to manage the opposing forces is to build relationships with reporters and share with them the stories you can in plain terms. You need to find the right reporters for the right stories. Contact different media outlets that you think would be useful and find out who the best reporter is for your issue. Unfortunately, there is a lot of turnover in the media so you need to keep you contacts updated every few months. Make sure that you are aware of deadlines and the reporter's preferred method for receiving information. For example, a reporter may prefer a fax to an email. You have to ask.

Keep people in the media on your good side. They have the power to set lobbying and advocacy campaigns back months. Get to you the people who report on your issues. Meet with them, plan site visits for them, etc. If possible, always do interviews face-to-face and know the angle the reporter is taking with respect to the story he or she is writing. Everything you say to a reporter is on-the-record. You must be honest and you must know what you are talking about.

Media Relations Services

Having clear objectives, a strong strategy and crucially the right stories with strong narratives, are vital in order to achieve the right media coverage. To succeed you must cut through all the background noise that journalists have to deal with.

Refining messages, defining target journalists and media, selling in to media, understanding how to shape the message/ story so that the media understand your business or organisation  isn’t easy.

You need to understand when it is the right time to sell in to the media and equally when being in the media could hamper your progress. You need to generate the right stories, and understand how different forms of communication work for different audiences.

Media Relations Consultants provide the following services :

• Identifying target journalists
• Advising on how you present to the media
• Creating your narrative & selling in your stories to the media
• Tailoring materials and story angles for your audiences to maximise your press coverage
• Devising PR campaigns to deliver your desired objectives
• Full media monitoring
• Running outsourced press offices on your behalf