DLRA

 

Accredited OfficalDLRA Accredited Officials Training

 

INTRODUCTORY MODULE

 

MEDIA RELATIONS MANAGER Unit

 

The media manager represents the club and interacts with all forms of the media, including tv, radio, newspapers, magazines, on-line and social.

 

Working closely with the Marketing Manager.

 

The position may also involve attending press events such as openings and press conferences, which often take place out or hours, weekends or in the evenings so you must be able to attend these events.

 

Typically a media relations manager will be responsible for;

  • Answering enquiries from the press or other media representatives
  • Writing press releases and news reports about the work of an organisation
  • Developing media contacts
  • Monitoring media coverage
  • Writing letters
  • Preparing media evaluation reports
  • Attending press conferences and media interviews
  • Distributing press releases
  • Attending public committee meetings as a representative of the company or organisation
  • Informing members of the public (as well as the press) about events and initiatives
  • Keeping up-to-date with all issues that affect the company or organisation
  • Accompanying staff on visits (particularly relevant to politicians or other figures in the public eye)
  • Organise media events and promotional activities
  • Generating ideas to gain more media coverage

 

Skills

  • Excellent communication skills, both written and oral
  • An excellent working knowledge of IT and all applications relating to communications
  • Strong organisational skills
  • An efficient working manner
  • The ability to write press releases and news reports
  • The ability to manage a heavy workload
  • An excellent knowledge of the national and regional media
  • The ability to work well under pressure
  • The ability to work to tight deadlines
  • The ability to work well as a team
  • The ability to work using own initiative
  • Creativity
  • Close attention to detail
  • The ability to cope with criticism
  • A friendly, approachable and confident manner
  • A flexible and committed approach to the job

 

Reports to the Chairman of the Executive Committee.

 

Prerequisite for this module is completion of the Introductory Module and issue of a DLRA Trainee Officials Licence.

 

The Learning Objectives of this module are:

  • Be Relevant
  • Do your research
  • Show, Do Tell
  • Get Involved
  • Get Third Party Endorsements
  • Be Trustworthy
  • Be Prepared
  • Be Realistic

 

General Committee

 

A media relations manager represents the work of a company or organisation, acting as the point of contact for members of the press and other media representatives. A media relations manager is responsible for maintaining the image of a company or organisation, gaining publicity and disseminating information to members of the press or other media representatives. They are usually liaising with the media, organizing meetings and developing press contacts. Strong interpersonal skills are essential, as a big part of the job is networking and promoting the work of the company.

 

Be Relevant

When publicists talk to their clients about relevancy, what they’re really talking about is proper perspective and expectations. Newsworthy to you or your company does not always mean newsworthy to press. To get media coverage, your pitches need to focus on the editorial needs of your target media. Sometimes, such as your latest acquisition, the relevancy of your announcement as worthy of coverage is obvious. In most instances, however, relevancy is more nuanced – that is unless your company has the brand power and market influence that commands attention for every move you make. Assuming that’s not the case, it’s far easier to secure media coverage by working your way into the editorial streams (“beats” or coverage areas, editorial topic calendars, etc.) your target media has already established.

Do Your Research

Researching your media targets goes hand-in-hand with being relevant. Which reporters cover your space? What are their beats? What types of stories are your target publications running? What have they covered recently? What do they plan to cover in the future? If your press targets are few, these must-ask questions are answered easily enough by going to the media properties’ websites. However, a professional media relations team will have access to databases that can help with larger campaigns.

 

Show, Don’t Tell

Hyperbole and generalities will not help you to secure press coverage. In fact, they usually will have the opposite effect. First, they can turn off fact-focused reporters. Second, they can signal too much work for time-strapped editors who might normally follow-up. Your best bet: Show, don’t tell. Instead of describing your firm as innovative, show how you have innovated. When announcing your latest product release, don’t just imply that it helps businesses, explain how new features solve problems for customers. If you’ve opened a new office, explain the investment that was made and the jobs that have or will be created.

 

Get Involved

If you are not already, get involved in community activities. In addition to helping the community and boosting staff morale, it’s a tried-and-true way for businesses to earn favorable media coverage. This is a particularly useful tactic for small businesses that aren’t announcing news with frequency but need to raise their visibility in local markets. Many community organizations have media-savvy marketers on board to make sure sponsors are featured when local TV and newspaper reporters cover their fund-raisers and activities. Plus, having a third party talk about you in the media is preferred whenever possible

 

Get Third-Party Endorsements

One of the best ways to get favorable media coverage is to get someone else to tell your story. We recommend adding testimonials from customers, suppliers or partners to your press releases to give credibility to your announcements. Another way to gain instant authority is to win an award. While you may be fortunate to be recognized by your suppliers or distributors for top sales performance, you don’t have to wait for someone to notice how great you are. There are low-cost opportunities for your company and/or its executives and employees to apply for awards or lists like the Inc. 500 – many of which are sponsored by media outlets. If you win one of these, media coverage is guaranteed.

Be Trustworthy

If you want to become an on-the-record source for media, becoming an off-the-record resource for media can go a long way to building mutually beneficial press relationships. Reporters sometimes need to validate information and conduct background research for stories they’re writing. Volunteer to help reporters covering your “beat” (i.e., technology). Being generous with your time and building true relationships with media – especially industry press – can make a huge difference in your media relations results over time.

A word to the wise: Be honest when you don’t know the answer to a reporter’s question. First, reporters often know the subject inside and out, and are likely to know when you don’t know your stuff. Second, in their business, honesty is paramount. Once editors trust that you can help them, they are more likely to put you on their go-to list for expert commentary on stories they are working.

 

Be Prepared

A surprising number of publicity efforts fail due to lack of preparation for media responses. You don’t want to be caught off-guard by media inquiries and be unable to answer questions when editors respond to your pitch or press release. Taking a breath and getting organized before you hit the launch button can really pay off. Your team or your media consultant should talk through likely questions in advance or even prepare a press-ready FAQ document you can share.

 

Be Realistic

A media pitch is like any other sales pitch in business. Following the tips in this document can dramatically increase your chances of securing coverage, but nobody bats 1000. All companies, except the biggest of brands, must contend with news cycles and the possibility of doing everything right but being drowned out by bigger announcements or major breaking news. Similarly, set realistic expectations for minor announcements like personnel changes or new office openings. If you name a new CEO and your firm is known in your space, you may be able to get coverage from both your local press and your trade press, but you can’t expect the same interest for opening a new field office. You might get some coverage in the local business journal because the news means more local jobs, but it’s unlikely to get significant traction in larger publications. 

 

 four tips for effective media relations.

1. Before the Pitch: Research Your Angle
Before you even think about writing the pitch or clicking send, be sure to take a moment to step back and research your angle. This is your opportunity to establish whether the angle has been covered before — and chances are it has — so that you can determine whether you’re trailblazing or adding a new insight to an existing storyline in the pitch.

Saturation of a storyline can vary between media groups, too. Just a little Google Search can go miles toward helping you give media the most relevant and useful information on behalf of your brand. Use insights to shape your angle, inform content and even media targets. Here are some goals to guide you in your research.

  • Find the white space. Discover media who haven’t covered this topic, or a question left unanswered by existing news that only your brand can address.
  • Show media that you’ve read their news and tailor. You want your reporters to feel like you’ve read what they’re writing, and that you’ve truly chosen them for this story based on what you expect they’d be interested in. There’s no need to lie. Actually tailor your pitch based on insights from your research.
  • Create a more complete story. The “perfect story” sometimes isn’t good enough to get covered today, especially when it’s soft news. Find trusted third-party data points, trends and other insights you can weave into your pitch to make it easier and more compelling to cover you.

 

2. Before the Pitch: Anticipate Needs

So let’s say you’ve hooked a reporter on a great angle. The work isn’t done! Your media targets might come back to you asking for visuals, interviews, more information, data, background, etc. As PR pros, it’s our job to prepare for these possibilities beforehand and make sure — to the best of our ability — we’re being partners for media in telling a story we’ve pitched.

Quick list of things to sort out before pitching:

  • Visuals. Does your reporter often use images? Video? If so, pull some great visuals together to save your media from having to hunt for images in addition to writing about your news.
  • Spokesperson availability. What if your story is going to be slated for tomorrow? Are you prepared to get your spokesperson on the phone? Don’t let email or phone delays for pulling availability be the thing that keeps you from getting an interview.
  • Quotes and press materials. Some media can write around a press release, or they’ll just want a simple quote from your team. Get your press materials prepared and approved beforehand, so you know what you have to offer and can click send right away.
  • Your media may ask you about time-lines and plans related to your news. If you’re so focused on the current announcement that you’ve lost track of what you can speak to in the future, you might get yourself into a jumble.
  • Third-party experts. Most media will find third-party experts if needed, but if you can offer recommended partners who can flesh out your storyline along with interviews of your own team, you’re cutting out work for media, being helpful and having greater control of the message you’re conveying.
  • Questions and answers. It’s always good to take a step back from your news and think critically about the types of questions someone might ask. Prepare your Q&A beforehand, if possible, so you’re ready to respond as soon as possible should questions arise.

 

3. Pitch: Introductions and Contacting Media

You’ve done all the work to prepare, but don’t forget that at the end of the day, we’re in the business of working with people! Take advantage of these quick tips whenever possible to ensure your emails or calls are well-received when it comes time to pitch.

  • If this is the first time you’re reaching out to media, be sure to take a moment to introduce yourself and the brand you’re representing. Make it clear to the contact you’re pitching what kind of news you intend to share in the future, how you can help them and the resources you have at your disposal.
  • Ask questions. Take the opportunity to ask if there’s anything that reporter is hoping to hear about specifically from you already, and if they’re open to discussing editorial interests. They may already have an idea of what they want from you. No need to blindly pitch if they’re willing to tell you what they’re looking for.
  • Expressing your intentions. Taking a moment to state that you have an interest in sharing relevant, helpful information, can go a long way toward building a great relationship with media. Remember, there are good and bad PR pros. You want to make it clear that you’re one of the best and you’re not here to waste time.
  • Connect on a personal level. Don’t spend so much time “working” that you forget to treat media like humans. It’s okay to wish someone a nice day, ask them how they’re doing and learn about them as people. Build a real relationship and forget about the work for a second. These kinds of genuine relationships extend beyond the beat that reporter is assigned to and can help both of you in your careers down the line.
  • Social media. Most major media are required to amplify their digital news via social media. Help a reporter out! Share their news, read it, comment on it, etc. Take advantage of the opportunity to connect via platforms like Twitter, where it’s expected and even encouraged to interact with the wider public, not just close-knit friends. This can help you stand out in a crowded in-box.
  • Ask yourself what’s vital vs. what’s interesting. When deciding what to include in your pitch, ask yourself if there’s anything you can save for follow-up. If something isn’t critical, you risk it standing in the way of the information you absolutely need to convey to media. Be the skeptic about your writing and get a second opinion if you need to.

 

4. Maintenance: Practice Good Habits and Earn Favor
Remember, reporters and editors don’t need to work with PR pros. At every turn, do your best to make sure it’s clear that the relationship is mutually beneficial. Do favors, be genuine and be helpful. Here are a few things to shoot for.

  • Honor time-lines or beat them. Work with your media to get them the information they need in advance of their deadlines, not right before them. Think about their schedule. Time is a fantastic gift — the more you give it, the better reputation you’ll have for coming through in a pinch and making their jobs easy.
  • Offer and honor exclusives. An exclusive piece of news that’s perfect for one of your media targets can really make a reporter look good with their team, but be careful not to offer anything you can’t deliver on later.
  • Amplify news. If you’ve received coverage from media — again — the job isn’t done! Show your appreciation by sharing across social networks, in email newsletters, and in the newsroom. Feel free to send a note of thanks. Do what you can to bring readers to that piece of news. Media are tracking engagement with on-line news, as well as traffic. If they see your news is getting great numbers, that’s a signal to keep covering it.
  • Read and engage with news that’s not about you. Make it clear you’re interested in your contact’s news and that you’re following their beat. In the long term, you might find this kind of effort and understanding leads to opportunities for your clients to be quoted as a source. It also keeps you savvy for pitch writing.
  • Bring your reporter in as an expert. Media are some of the most current and savvy when it comes to their beat. They receive pitches all day long about the latest in the industry. If you have an opportunity to conduct a round-table, you’re participating in a webinar, you’re commissioning an e-book, etc. that fits in their space, look for chances to invite them into the fold and pull from their expertise.
  • Stay in touch. Don’t just pitch once and drop off the map. Share relevant news and information about your clients as an FYI to reporters and continue to think of proactive story angles. Your goal is to build a reputation as a fantastic resource for that contact. There are lots of ways and reasons to stay in touch. So keep track of your budding relationships and nurture them!

 

The most important thing I can underscore is that half of the above tips come before the initial pitch. Taking time to follow necessary steps for preparing to contact media is vital for building great relationships, telling good stories, offering smart and helpful information, and ultimately maintaining a positive perception of the role PR pros can play in bridging media to clients in-house or on the agency side.

 

Once you have completed this unit, submit details below for Accreditation

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