Navigating the changing world of media relations

As PR pros’ responsibilities expand, so does their need to adapt to technology and social media. How can you align updated tech skills with story pitching and placement? Consider this advice.

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When I started in marketing, PR involved measuring coverage with a ruler and looking in a directory to find out a journalist’s name and fax number.

In-house teams and PR agencies can no longer rely on old-fashioned practices including leisurely lunches wining and dining journalists. They must think more carefully about ensuring they build relationships with relevant media professionals to secure coverage.

Use these tips to ensure you don’t get lost in the ever-changing media landscape:

The power of social media

PR used the “smile and dial” approach before progressing onto email pitching. Emails are often the preferred way journalists like to be contacted (forget calling their landlines), but many will respond to direct messages through Twitter faster than any other platform.

Social media platforms also give PRs an insight into what journalists find most interesting. We’ve all heard horror stories about journalists naming and shaming PRs on social for pitching irrelevant or, worse, inappropriate stories.

Simply follow their daily Twitter feed or LinkedIn groups to quickly see whether your content is relevant and interesting to a particular journalist.

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