As an aspiring strategic communicator, I have been taught about the value of media relations strategy and the importance of media coverage. I have had a fair amount of practice in writing news releases and pitch emails, which have taught me greatly about how to interest a news reporter or media person in a client’s business. As important as it is to understand how to pitch reporters, it is equally as important to know when to do so. What qualifies as a worthy topic of interest for the media? When is the right time to initiate a conversation with reporters about your client’s company or events?
For answers to these questions, I am excited to share with you the “When to Do Media Relations” blog series. Over the next month or so, Skogrand PR Solutions will be publishing weekly content discussing the appropriate time to do media relations — and how to do it successfully.
The first important time to do media relations is during a company announcement. If your company is looking for media attention, note that major company changes or interesting updates are prime opportunities for gathering that coverage. Some examples of a company announcement include: product launches, new hires, promotions, and acquisitions.
The iPhone 7 is one of the most highly anticipated technology updates of the year (or the past couple of years, if we’re being honest). Although Apple probably doesn’t rely on spectacular media coverage to solidify sales or make sure that their product launch is known, the iPhone 7 reveal is a great example of a product launch or company announcement that would warrant a reason to seek media coverage. Quick: do a Google search for the iPhone 7, and scroll through the search results. Media love to use new products as a vehicle for compare and contrast articles, product reviews, and industry insights. On June 3, 2016, Forbes posted an article titled, “The iPhone 7: Five Reasons I Would and Wouldn’t Buy It.” Publications like Forbes benefit from articles like this, as they have attained valuable new insights on desired products that consumers want to know.
This sentiment doesn’t just apply to Apple. When you pitch reporters on a new and exciting company announcement, you provide them with coveted information they need to get readers. Many companies devote complete articles or sections to new hire and promotion articles. The Minnesota Business magazine and the Star Tribune Movers & Shakers are a couple examples of this. If you’re looking to hear back from the media, providing an announcement with industry knowledge is a great time to do media relations.