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In my public relations career, I have found that meeting reporters in person helps tremendously in securing future media placements down the line.
Think about it — just like any human interaction, we are more likely to trust someone whom we have met in person compared to someone we have never met.
One public relations tactic that can help build relationships with reporters is called a media briefing. A media briefing essentially involves meeting with reporters in person, telling them about your client or organization, and asking how you can help the reporter with his or her work. While a media briefing may not result in a story immediately, it will assist reporters in becoming more familiar with your client or company and how you could fit into their future reporting.
Given that everyone has busy schedules, it may be challenging to secure a media briefing. Here are some tips on landing a media briefing.
First, see if your local chapter of Public Relations Society of America or International Association of Business Communicators has any media panel events planned. At these chapter events, there’s usually a panel of three or four media contacts who talk about the best way to help them with their reporting, what trends they are seeing, and the types of stories they are looking for. Go to these events — and if you attend, introduce yourself to the panelists afterward and request an opportunity for a media briefing with an executive from your company or your client’s organization.
Another tip involves if your company or client is exhibiting at an trade show. To attend trade shows, reporters have to register. The organizers of the trade show then have a list of registered media attending that can be requested by exhibitors. Ask for the list as soon as it’s available. As there are many exhibitors requesting the list, you have to be quick. Once you obtain the list, contact the reporters and ask to get on their schedule of trade show appointments for a media briefing. Act fast, though — their schedules will fill up quickly!
Third, keep an eye out for new reporters in your city. In general, reporters have more time when they start a new position and are open to learning about the companies on their beat. Give them a call and offer a tour of your company or client’s facility.
Finally, if your company or client has a new CEO or initiative to announce, that could be a perfect time to request a media briefing. Reporters always want to be in the know on the freshest news — it’s their job!
In addition to media briefings, there are other ways to build relationships with reporters. Check out this blog post for more insights.