Companies ask about media relations all the time: “why is (insert competitor name) always in the press, and I’m not?” or “This company shouldn’t get the media coverage that we deserve!”
Great question. The truth is, your competitor is probably getting more positive press coverage than you because they’ve become more of a resource for journalists than you are. No, I’m not referring to money when I talk about resources, I’m talking about unique expertise on relevant subject matter that may be important for the journalist’s respective audience.
Companies and organizations that expect heavy news coverage need to prioritize forming and maintaining healthy, two-way relationships with the press. This means providing expert commentary, distributing embargoed or exclusive news releases ahead of time, sharing feedback on a topic even when you know it won’t be included in the story, etc. Provide VALUE! This means pointing the journalist in the right direction for insight, explaining why something is relevant or irrelevant, and putting the end result (that of the quality of the story/segment) above your own corporate objectives. Trust me, it will pay off later.
This emphasis on relationships and smart information flow is at the crux of everything we do here at FischTank. We work with journalists each day who are looking for insightful sources to quote and important announcements to cover, and ultimately introduce them to our clients.
Learn more about the way we do things by contacting us at email@example.com or by reading some of the other information on our website designed to educate and inform on public relations and marketing strategies. The strongest relationships we with have with our clients are founded upon collaborative partnership and understanding. We provide transparent insight and leadership when developing a media relations strategy, emphasizing assets and content, spokesperson capabilities, communications and marketing objectives, and other facts that align our actions with our client’s best interests.
Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.