RIP Traditional PR, Hello Publicity + Media Relations: 5 Tips For Placing Stories
Samantha Jones, perhaps the most ambitious PR character the world has ever seen on television — even to this day. I can’t help but wonder (insert Carrie Bradshaw voice heer) what Samantha would think of the digital revolution and how it’s infiltrated traditional public relation offerings.
Every couple months an article comes out with the headline: “Is PR Dead?” From where I sit (at my very cluttered desk that is covered in Post-It notes — my second favorite invention besides Sharpies), I don’t care to join in the debate about PR, in the traditional sense of the role, being alive or six feet under the ground. However, I do care immensely about an area that often has sat within the realm of public relations: publicity and media relations.
Sex and the City first aired in 1998. I personally loathe and love, at the same time, the “Unmarried Woman” title under her name and job title.
Publicity and media relations is not dead. In fact, it’s just as important now as it was in the 90’s when Samantha Jones from Sex in the City walked the streets of New York City confident and ready to take on any public relations crisis, event opportunity, and media placement she could.
Many argue that PR and media belong under digital marketing departments, sometimes even being put on desks of overburdened Social Media Managers. Some people think media relations means influencer outreach. Some think PR — in the traditional sense — should sit under a Brand Manager’s job description. What it seems like to me is…nobody knows what the fuck to do with the words “public relations” in 2021. Is it a communications role? Is it a social strategy vertical? Is it just a piece of pie thrown into a brand strategy’s 2021 comprehensive plan ? I’m not here to stand on a hill and declare what public relations is in 2021. That’s just not my cup of champagne.
Oh Heidi.
What I do still believe in is media: Media placements. Connecting with reporters to tell meaningful stories. Writing emails to reporters who skewed the facts, asking them to get it right — holding them to journalistic standards. Getting to the core of a story and presenting it to the right outlets to cover as they see fit. I deeply care about securing media placements for clients with stories worth telling and I profoundly believe in the power of digital and print expanding storylines and facts with the truth behind them. The landscape of media has changed drastically over the last 20+ years, but journalistic ethics are still intact and for that — we all should be grateful.
Over the last few weeks, I’ve been knee deep in placing media stories for well deserving clients. From TV interviews to blog blurbs to print features, it feels good to see the fruits of my labor pay off in an industry so many say is dead. Here are some things keep in mind for the wild, wild west of media placement in today’s oh so crazy news landscape:
Understand the news cycle: On January 6 of this year, I had a one-sheet ready to go for a client to be sent to specific news blogs across the nation. As the domestic terrorism happened at the state Capitol, it was clear — sending that information would have been horrible timing. Before sending a press release (yes, believe it or not — they are still a thing), a one sheet, or a “hello” email to a reporter, read the room. Browse Twitter trends. Don’t be the strategist hitting up journalists when the world is burning. Look for respites in the news cycle and when you find those moments, don’t be afraid to strike. Additionally, journalists often open emails at the top of their inbox in the morning — so if you can, send an email around 7am to ensure they will see it and it will be top of mind. Just as many social media accounts go dark when tragedy strikes the nation, take cues from what brands and people are doing. Use your judgement before hitting send and ask “Is now the right time?” and “Could this get lost in the midst of the combination attempted coup and the fast approaching 400,000 deaths from the pandemic?” Common sense is huge when dropping a release with the hopes to land coverage.
“Authenticity counts. ”
Hook ‘em: The best media stories have a nugget or two of information that stand out. You want those nuggets to stand out and say, “This is it — this is why you need to run this story.” You need to find that line, that mission statement, that hook and let it speak for itself while making a statement that clearly showcases the importance of what you’re doing and why this release should turn into an article, interview, or more. Not sure how to identify the treasure statement worthy of coverage? Make a bulleted list (for your eyes only, of course) with keywords. Play with sentences with those words. Identify the impactful statements. Latch onto those words or phrases and bravely ensure that not only your media release features these ideas but you can easily speak about them during a phone call, Zoom interview, or a primetime spot with Anderson Cooper.
Taylor Swift and her long term publicist, Tree Paine.
Connect through community: Does your story connect back to your local community? Does your newsworthy reason for needing a media release impact citizens? If your product, brand, event, experience, or news story impacts citizens and communities, especially in a positive or helpful way, this is a golden ticket to selling your story for coverage. People crave connection — especially now that we are 10 months into an absurd pandemic. People want social impact in their communities. The people, even on a national scale, want to connect with those that want to connect with them. It’s that simple. Journalists are much more likely to feel compelled to cover work that impacts people — never underestimate human connection. Humans naturally want feel-good stories (even though we somehow are all obsessed with serial killer documentaries, but that’s another post for another time). Let the human connection shine in your media release.
“This ain’t for the best, my reputation’s never been worse”: If you’re dabbling in publicity and media relations to help repair negative press or a bad reputation, consider the right journalists and media outlets to help you achieve your goals. If the goal is to defend or protect a client, the outlets are going to look mighty different than a reputation clean up tour might. In a world of cancel culture, media relations has peaked as a part of repairing (or sometimes further damaging) reputations. Reputation management still has a place in the world of public relations, but once again — does this sit under brand management or some other made up newfangled department? I don’t have the answer, but I know that if I ever needed a reputation focused media relations publicist, I’d want Olivia Pope (or someone like her) on my side.
Personalize the fuck out of your message: Don’t just copy and paste your media release to every person on your hit list. Don’t just copy everything without customized changes. Don’t even BCC everyone (I beg you not to do this). Talk to these journalists like the badass people they are. “Hi Matt.” “Hey Carrie. “Hi Mike, I loved your latest article about XYZ.” “Hi Jude, I can’t stop laughing over your tweet.” Make these personalizations genuine. The more personalized you can be with the person on the receiving end, the more likely your media release will be considered to move into being covered. Authenticity counts.
“Consider it handled.” — Olivia Pope, a publicity and media relations powerhouse
Back in the day when I would have to walk 10 miles to school in the snow (just kidding, I always wanted to say that though) - I did a lot of public relations work and had very strong bonds with media ranging from top producers at the Today Show, Good Morning America, The View, USA Today, Bloomberg, and many, many more. I left a lot of that behind in my late 20s and while the landscape has changed from what it was when I had producers for the Today Show one tap away in my phone — one major thing hasn’t changed and that’s how you treat people in the media who constantly work their asses off to tell the truth, provide entertainment, and empower communities with important news.
Whether you’re pitching major news stories or local events, it’s imperative to approach media relations as buttoned up and focused as you possibly can. Give journalists, producers, and reporters the facts and treat them like they are god damn gold because they really are.