Why Media Relations Still Belongs in Your Comms Arsenal
Yours just might be the story that catches the attention of media.
Journalists only respond to about 3% of pitches they receive.
The odds of someone reading and responding to your media pitch doesn’t sound too promising, does it?
But, when you consider that most journalists receive between 20 – 30 cold pitches a day, it’s not surprising.
Still, media relations is a worthwhile tactic, and earning media coverage is possible with a trusted communications strategist in your corner, guiding you through the storytelling process.
Here are three reasons why you shouldn’t discount the practice of media relations:
Media reach and accessibility is massive.
One-third of Americans consistently engage with the news. And the options to do so via countless apps and platforms, including social media, make news more accessible than ever. In fact, 86% of Americans regularly access news through smartphones, tablets, or computers. Therefore, mastering the art of interfacing with journalists to share your story is crucial.
At its best, media is an important source for credible information.
Admittedly, the incidence of “fake news” and AI is on the rise, and access to smartphones and social media has made it easier than ever for unsubstantiated stories by citizen journalists, or anyone with a social media account, to pass as legitimate news.
Despite these challenges, there are still many reliable and trusted media outlets that carry tremendous weight with their audience. Journalists bring a level of professionalism, accountability and credibility. Good journalists check their sources and aim to have an article or story that is fair and balanced. A practiced communications professional can provide guidance about the legitimacy of a journalist or media outlet and maximize the third-party endorsement that comes from a well-produced piece by a trustworthy source.
Authentic news coverage can optimize your search engine rankings.
Google ranks news outlets higher than other websites as sources of information. A story in Christianity Today or The New York Times can help elevate your organization’s search visibility and tell your brand story.
When you have news to share or a story to tell, media relations can still be an effective tool in your communications arsenal. With a practiced strategist by your side, yours just might be the story that catches the attention of the media and places you in that 3%.
(It’s important to note that no single tactic should be siloed. Working together with social media and SEO, news coverage can be a powerful and effective strategy for elevating your organization and brand.)