Being an expert at media placement, and thus media relations, I'm always surprised when I see or hear of other PR com
panies touting their "relationships" in the publishing world. I guess it's a good sales tactic when talking to those who haven't been on the front line pitching editors.
Truth is, it isn't who you know; it's what you know. Sure, I've built "relationships" with editors and journalists, but unless I had a great story or a newsworthy hook, that "relationship" is just that, a "relationship."
Media placement is about building credibility with editors and journalists with content that is newsworthy and relevant to their readership. Good media relations starts with a handpicked media list that includes background research and a knowledge of the scope, tone and style of articles that media outlets run and artfully crafting stories that meet both the client's needs and the media's need.
Media relations is about timing and planning. Strategic planning of story writing that coincides with editorial calendars and deadlines, and making the most of that first 30 seconds you have the editor's or journalists attention. It is not about shoving your pitch down an editor's or journalist's throat, it is about respecting their time and knowing how to get into good communication in that short time span.
Media relations isn't about you paying your PR company to talk about Golf with an editor, media relations is the business of getting those responsible for producing editorial content to publish positive content about your product or service.
