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PM Forum - Glasgow
How to develop an effective media strategy and relationships
As a highly experienced media consultant, and former journalist with the BBC, Alan Mackay of Alan Mackay Media was able to share some crucial tips with the PM Forum members in Scotland. The session was relaxed and interactive, allowing members to question Alan, who has years of experience in the media world, about how to increase their profile and build better relationships with journalists. Here are a few of Alan's words of wisdom ...
"Don't assume that because you think it's a good story, the journalist will think it's a good story" was Alan's first piece of advice. Since the advent of email, reporters receive hundreds of press releases each day, and it's very easy for them to hit the delete button if it doesn't grab their attention straight away. Don't emblazon your firm's name all over the release as it reduces authenticity. A casual mention will still register in the reader's mind that you were involved in the project. Don't be too concerned if your Chairman or leader questions this – remember, you are the expert and that's why they've hired you. Ask them to trust you and then show them how much more coverage it generates.
"Find your niche area" was another word of guidance. Everybody says their beans are best, says Alan; have a think about what sets you apart and what would make a journalist call you for comments. If you have information or advice on a subject that is topical, then you are much more likely to get coverage.
"Building good relationships is the key." Take time to investigate individual journalists' areas of interest and articles they have written. The website Journalisted is a good resource for this. Also, take time to find out their preferred times for you to contact them. For example, you don't want to phone a daily newspaper journalist at 16.30, just as they are stressed with meeting their deadline for that day. Likewise, the wrong time to phone a TV journalist is at 12.00, right before the lunchtime news.
If you're trying to create a relationship with a journalist you've never worked with before, be bold and give them a call. Tell them you have read their bylines and found them interesting (make sure you have actually read them!) and invite them to meet the leaders in your firm. Most journalists will be flattered you are keen to help them and have read their work. Often, it can actually be better to phone journalists with an idea for a story rather than crafting a perfect press release.
Finally, if there is a particular publication that you would like to feature in, why not give them an exclusive? Journalists are much more likely to feature your story if they think that no-one else is covering it.
Lynsey Hanney
Harper Macleod
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