Media relations: underappreciated but vital

September 11, 2011

As our many clients know, gordongroup focuses on building and implementing comprehensive marketing campaigns that often incorporate many diverse elements. However, an often underappreciated aspect of campaigns is public or media relations.

When we are called in to review a client's existing marketing communications efforts, only infrequently do we find that they have included media relations either as a component of a new marketing program or in their ongoing marketing activities. And yet, we know from experience that media relations, when planned and implemented with care, can yield impressive results in terms of visibility for the organization's product or service.
This begs the question: if media relations can be so effective, why is it overlooked or underleveraged? There are a number of factors that come into play.

Organizations frequently don't realize that the media would be interested in their story. Even if they do recognize the importance of a particular story, they are often at a loss as to how to get that story to the media or to a specific reporter or editor. And while many organizations aren't leveraging their media relations potential, many, many others are trying do so even if their stories aren't that appealing. The result? Editors and reporters are deluged with media releases via email, most of which get deleted before being opened. So, the playing field is crowded and the challenge is how to make your story stand out from the rest.

Much of the media we consume on a daily basis is based on breaking news but there are still many opportunities for feature stories or inserts into themed columns that focus on products, services, trends or influences.
Despite the advent and ongoing maturation of the Internet, which has caused an upheaval in the traditional media world, one constant remains true: editors and reporters are motivated by an interesting story. They are always on the lookout for a story that brings news or a fresh angle to their readers. However, given the sheer volume of material that media outlets receive via email and the deadlines involved, it's no wonder that editors and reporters are gruff and seemingly unapproachable at times. They are tired of being on the receiving end of irrelevant, carbon-copy stories that offer them nothing new or fresh.

The Internet has caused an explosion in the number of media outlets but they all share one important fact in common: they all need content. They need compelling stories for their readers, viewers and listeners. Your organization or company has the potential to supply that requirement for content. All it takes is knowing what a particular editor or reporter needs, packaging your story accordingly and delivering it to them in a timely manner. This may sound simple, but it's not. Identifying the appropriate media outlets, the right editor and the right reporter all take time and effort. But, done with care and attention, it has the potential to deliver significant, positive media coverage for your organization, product or service. This sets up a nice counterpoint to your paid advertising. It also has the follow-on advantage of establishing a relationship with a particular editor and reporter. Once you've given an interesting story to an editor or reporter, whose email do you think they might open first the next time around? The answer is: yours.

There are several other tactical considerations that go into the development of a sound media relations strategy. We've only touched the surface here. The key is to recognize the potential of media relations as an element in your ongoing marketing communications. It deserves the same care and attention as any other aspect of your marketing plans and activities. The reward can be heightened market visibility, increased sales and market share.
So, the next time your organization contemplates a marketing program, set aside the resources and commitment for media relations. You'll be glad you did.

Shaun Markey is a media relations expert and a gordongroup associate.