We’ve covered a number of pieces of the PR process: developing a strategy, finding the right reporters and refining your pitch. But what does playing a long game look like? How will you know that your media outreach efforts are getting you closer to your goals? Let’s take a look at the media outreach process to get a clearer picture.
Like any business operation, PR is a process
Define your goals
This means looking into the future, but it also means mapping out the short and medium term goals that will help you get there. Goals are the animating principle behind your media outreach. Allow yourself at least a month to begin to start seeing traction and gaining media hits with smaller and more specialized publications.
Build your media lists
Start by looking at your competitor’s coverage, and by finding reporters who have covered topics related to your company. Over time you’ll gain a deeper knowledge of the media space relevant to your company. You should always have an eye out for reporters and outlets likely to cover you, adding to your list as you go. And keep track of those you’ve already identified to get a better idea of the types of stories they write.
Develop your pitch
As we’ve discussed, your pitch should tell a story that explains where your company fits into to a larger trend. Media outreach is a fluid process. Your pitch should be refined and tweaked to suit the particular reporter and outlet you’re reaching out to, and you should be adjusting as you receive feedback to emphasize the points that generate the most interest. And, of course, keep your eye out for news that you is relevant to your story.
Start slow
You’re unlikely to be making magazine covers in your first few months. You should expect that it will take two or three months of concerted effort to really start to see interest. This is in part because many stories take time to complete, and in part because it can take time for the logistics to work out with a reporter. But it’s also in part because the more you work at it, the better able you’ll be to find the right people and use the right words to get their interest.
Be persistent but polite
You might have made great choices in the reporters you reached out to, but it’s unlikely they’ll jump on the first email you send them. The time may not be right, and given that there are nearly five PR professionals for every reporter in the country, it may take some effort to get a reporter’s attention. Be persistent but not pushy, and always be polite. Respect what a reporter says, but if they say to follow up in a few weeks, make a note and do so. Even if they say they have no plans, try to keep the conversation going, as relationships are essential.
Continue to refine
It’s called a process for a reason. You should always be refining your lists, pitches and techniques. PR is a social activity that requires fluidity and responsiveness. Build your media outreach efforts up with an eye on your goals and keep aware of the space that you’re in and gradually you’ll begin to make progress.
