Four Things You Can Do Today to Jumpstart Media Relations

publicrelationsphoto-mediamicrophoneIf you are anything like I am, you work hard to move the needle. And I’m always looking for ways to layer on different communications tools that can effectively work within existing campaigns. Many companies use paid advertising or marketing, but too many organizations and businesses have fantastic stories about their work that they keep vaulted away inside their four walls. As a result, they miss opportunities to expand their reach through earned media.

Why does media relations matter in the first place? Love them or hate them, the media are influential in shaping public opinion. Whether you are trying to persuade elected officials or you want to tell your story to a broad audience, media can help influence them on your behalf. For the most part, the media are a trusted source of information. When used as an ally, the media help legitimize your message. Earned media matters.

Whether you are rolling out an announcement, getting a communications program off the ground, or just looking to give a boost to a flailing initiative, there are four things you can do to jumpstart your media relations:

  1. Ask if the general public would really care. Often we have great stories that we think are fantastic – and they probably are – but would others outside the organization really care about the story? Would a reporter’s audience care? Knowing when not to share a story is just as important as knowing when to share one.
  2. Determine the best type of media.  When determining the type of media you’d like to pitch, think first about whom you are trying to reach. I’ve found that we get older and politically engaged segments when articles run in the daily newspaper, and we can hit a large portion of the population through the right local television station. When we need to reach a younger group, we’ll seek out local influential social media stars. Depending on the content and target, we will often reach out to independent print or digital news outlets. However, don’t discount the ability of your local paper and broadcast affiliates to reach younger audiences. Many of them have beefed up their social and digital presences and if you craft a message that resonates, readers will often share with their friends, further expanding your reach.  
  3. Craft a compelling message. You need your message to be believable, but you also want people to remember what you have conveyed. So, you want your message to be sticky. How do you do that? By making it memorable. You can make it memorable by humanizing your story, keeping it simple (keep in mind that context trumps content), and connecting with emotions. People will forget 90% of what you say. But they will likely never forget how you made them feel.
  4. Build a list of potential reporters. Firms like Targeted Persuasion use expensive subscription-based websites to identify potential reporters. They help us understand the whole picture of the reporter. We learn about the college background, areas of interest, social media handles, etc. But you can begin today by using Google. This list can be built based on the beat the reporter covers and the geographic region.

And here’s a bonus tip!

  1. Give more than you ask. Consider taking your newly constructed list of reporters and connecting on social media. Help these reporters promote their stories. Add relevant content to posts that the reporters make. Consider helping these reporters when they need help getting a story together. In fact, I’d encourage you to help more than you ask. Become a trusted resource to the reporters in your space.  

Media relations can be an important and effective tool to promote your organization or business, and you can begin right now by using these five tips. Let’s get started!

 

Aaron Scarboro Joins Targeted Persuasion Team

150729_as_or_22Scarboro leads new initiatives in Charlotte, NC and Asheville, NC

RALEIGH, NC (September 15, 2016) – Aaron Scarboro has joined the Targeted Persuasion team as an Account Executive. He will have primary responsibilities overseeing work in Asheville, NC and Charlotte, NC. Mr. Scarboro is a graduate of the University of North Carolina at Chapel Hill.

“From political, to public affairs, to business—Targeted Persuasion has built a bench of world-class clients. I’m thankful to bring my skills in social media, news writing, and marketing to help our clients reach their objectives,” stated Mr. Scarboro.

“I’m happy to welcome Mr. Scarboro to the team,” said Targeted Persuasion founder and partner, Jeff Tippett. “Targeted Persuasion has an entrepreneurial spirit, and Aaron’s background launching and developing a startup incubator uniquely prepares him for working with us. His background in policy, communications, and business strategy has positioned him to help our clients win.”

About Targeted Persuasion

Whether working with advocacy groups, political campaigns, or businesses, Targeted Persuasion knows the people of North Carolina and how to persuade them. With an aggressive, award-winning team, Targeted Persuasion has quickly become one of the top public affairs and communications firms in North Carolina. When you need to win, you need Targeted Persuasion.

 

Targeted Persuasion Increases Capacity with Charlotte Associate

Caleb TheodrosNorth Carolina communications firm expands footprint to Charlotte, NC

RALEIGH, NC (September 1, 2016) – Targeted Persuasion has added Caleb Theodros to its staff as it expands work into the Charlotte, NC market. Mr. Theodros will help lead an initiative designed to create greater civic engagement within the hospitality industry. He is a graduate of the University of North Carolina at Charlotte with a double major in economics and political science.

“Charlotte is an incredible city, and I look forward to helping support the hospitality industry,” stated Caleb Theodros. “It saddens me that Charlotte has ranked among the worst cities when it comes to economic mobility, but I’m excited about working in the hospitality market because it is truly an industry of opportunity. This is the one of the only industries that can give almost anyone the skills needed to advance in the workplace.”

“I’m excited that Caleb Theodros has joined our expanding team,” said Targeted Persuasion founder and partner, Jeff Tippett. “Caleb has a great understanding of this market and has a solid track record working with elected officials, community leaders, and the business community.”

About Targeted Persuasion

Whether working with advocacy groups, political campaigns, or businesses, Targeted Persuasion knows the people of North Carolina and how to persuade them. With an aggressive, award-winning team, Targeted Persuasion has quickly become one of the top public affairs and communications firms in North Carolina. When you need to win, you need Targeted Persuasion.

 

Targeted Persuasion Selected by Roark Premier Team to Market Hidden Lake

Exclusive gated North Carolina community prepares to launch a targeted direct mail campaign

RALEIGH (September 1, 2016) – Roark Premier Team has selected Targeted Persuasion to design and fulfill a six-piece mail campaign directed at some of the area’s most affluent buyers. The campaign will run September through December.

“We’re excited to work with the prestigious Roark Premier Team,” said Targeted Persuasion founder and partner, Jeff Tippett. “The Roark group has positioned itself as the new face of luxury real estate for the Triangle. Their passion for the highest level of work matches the drive of the Targeted Persuasion staff.”

About Roark Premier

Roark Premier Team is proud to serve Raleigh’s most affluent and demanding homeowners with their real estate needs. Whether we are helping a client buy or sell a home, we work tirelessly to provide customized world-class service. Understanding that time is a finite resource, we work diligently to maximize financial return for each of our clients and save them time at every step of the way.  While trusting Roark Premier Team with all their real estate needs, our clients are able to spend time and energy on what is most important to them.

About Targeted Persuasion

Whether working with advocacy groups, political campaigns, or businesses, Targeted Persuasion knows the people of North Carolina and how to persuade them. With an aggressive, award-winning team, Targeted Persuasion has quickly become one of the top public affairs and communications firms in North Carolina. When you need to win, you need Targeted Persuasion.