Media Relations Strategies- How to Maintain a Relationship with the Media

A public relations professional’s relationship with the media is just as important as their relationship with a client.Ben Silverman,Director of Development and contributing editor for Indie Research, claims, “The public relations industry and the media have always had a curious relationship. PR people will tell you that the media can't do its job without them. Media folk, meanwhile, will suggest that PR people are nothing more than mouthpieces for people who would talk to them if PR people didn't exist. On the surface, both are correct”.
http://www.ereleases.com/pr/pr-media-relationship.html

How to maintain a strong relationship?
Since I am not yet in the public relations industry and have little experience with the media, I must lean on advice from those who are already established in the profession. Based on the following words of advice I have gathered - here are my two cents. It is important to remember that the media act as gatekeepers. This means that the media, specifically a journalist, can decide whether your story is even relevant. Therefore, ones pitches to the media must be “newsworthy”, but also stand out above the rest. It is more likely that a journalist will publish your pitch if you two share a personal, yet professional relationship. This in no way means “sucking” up, but let the journalist know you have read their work and that you find them interesting. It might even be beneficial to reference a quote from one of their articles. Journalists want to be recognized for their work as well. Journalists are constantly hit with stories and pitches to write about and it helps if someone takes the time to appreciate their work. Getting ink for your client is contingent on a PR professional’s relationship with the media.

How can one do this?- professional words of advice

-Know the media outlet and review its editorial calendar. (This information can be accessed on a publication's Web site.)
-Research a journalist's background and find past stories written by him. (A simple Yahoo! search can pull up this information.)
-Investigate exactly what type of stories interest a contact, and pitch accordingly.

Deirdre Breakenridge
http://www.phptr.com/articles/article.asp?p=25077&rl=1)

What do fellow blogers think?
A recent blog survey conducted by IndiaPR reveals top 15 media relations tips.
http://indiapr.blogspot.com/2007/01/15-media-relations-tips-by-pr.html

Eric Seidel, partner in TMT/The Media http://tmt1.tempdomainname.com/gallery/articles/relationships.shtml

Journet
http://portal.unesco.org/ci/en/ev.php-URL_ID=14200&URL_DO=DO_TOPIC&URL_SECTION=201.html

Getting ink for your client is contingent on a PR professionals relationship with the media. Every PR professional has the goal of getting ink for their client. To rise above and beyond and make a splash for your client-GET CREATIVE! Here are some examples of some great PR and advertising campaigns!

-Target put a store on a boat at Chelsea Piers after failing to find adequate store space in Manhattan. One can promote “ink” for their client and support a good cause at the same time.
-BMW Motorcycles –BMW got ink for their client while also sponsoring the Guggenheim's Art of the Motorcycle show.
(examples: http://www.stanwoodpr.com/faqs.html)