Tips for Successful Media Relations

Key Tips for Successful Media Relations


Media relations management is one of the greatest ways to introduce a business to customers, potential customers, stakeholders and the general public. This is to say the right thing at the right place, to the right target.
Long-term relationships with the media are the most valuable. Over time, you can earn the trust of journalists and editors by building win-win relations with them. Once you’ve earned their trust and established that relationship, they’re ready to pay attention to what you have to say, and of course, this raises the chance of getting the media coverage.
Here are some Keys and tips to help you out to have successful media relations.

Maintain a Media List:

Prospect, Add and Update

You need to build a well-structured database of media contacts who edit and features about topics related to your interest and target audience. It is important that your database contains all the details about media contact: Name, addresses, target audience, specialty, preferences…. Therefore, to do successful PR pitching, you have to understand each contact in as much depth as possible. Your media list is not a set-and-forget database, it needs to be up to date to be useful. The objective is to have an excellent Media Relation database in term of quality and quantity. For that, 5 tasks should be done with a high performance.



This the first step in Media Relations. The Media Relation database is a continuous process of building up. That is way you should always keep looking for new media outlets and contact person. The objective is to keep your database growing.



After defining your list of prospected media outlets, you can start selecting the right one that should be added to the media database based on: Covered news, Region, importance and relevance. Also while adding, make sure that all contacts details are available. The objective is to add the right media with the right data.



Since it is very important to send pitches to the right people, update records every three months to avoid sending them to incorrect names or addresses. The objective is to keep your database fresh and current.



While updating your media list make sure that only active media and right contact person are there. The objective is to keep your list clean.


Keep in touch: Contact/Connect

Once you’ve maintained a media contact database, it is time to connect with them. There are different ways to connect with media, but still social media is the best way so you can closely follow their work. Also attending media events will allow you to face to face meeting and introducing yourself to the media. It is very essential to introduce yourself to media contacts before you have a story to pitch. Don’t forget that media contacts are human, and like the rest of us, they enjoy it when people share and engage with their content.


Keep in mind that Contacting and Connecting with media will help you to:

  • Introduce yourself to the media outlets, and they will get to know you
  • Get the right information
  • Make the right decision: Adding, updating or removing
  • Keep in touch with media contacts


Draft Specific and Relevant PR Pitches

A successful media relations entails linking each pitch with the right media contact. You have to make sure that your pitch is consistent with editors’ specialty and relevant to their audience. For that you can reference past articles or features to understand how your story idea is related.


Be Helpful: Win-Win Situation

You have to make it as easy as possible for your media contacts; this needs to deliver enough detail and resources to complete the story. Include quotes from executives and experts to make your pitch alive and more credible. Enhance your pitch with relevant links and numbers to related research and report. Also be ready to provide help and respond for editors’ enquiries; you should be proactive and reactive to their request.



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