The key to selecting any media relations strategy is to clearly define your goals. Remember that publicity in and of itself is not usually your ultimate goal. Instead, as a business, the goal is to use publicity to increase awareness and boost sales. If you are a campaign group or non-profit organization, the aim of publicity is often to get your message across and help achieve whatever changes your group is working towards.
Defining and targeting an audience is another key part of a media relations strategy. This audience could consist of the people who are going to buy your product, or the decision makers who may determine public policies on issues which you are campaigning about. You will then need to research which types of media this audience is most likely to be consuming as this will be the prime target for your publicity. Remember to take account of how effective varying types of media are at getting a message across.
Learning more about how the media works can help develop your media relations strategy. The more you know about the working life of a journalist, the better you will be able to provide them with details which can produce news stories or features. By talking to working reporters, you may find out details about when is the best time to pitch a story. For example, with a daily newspaper, journalists may be more likely to follow up on tips they receive shortly before a morning news conference with editors, particularly if they don't have any other ideas at that time.
A media relations strategy needs to cover both proactive and reactive relations. Proactive is where you approach the media with a story. This is most commonly in the form of a press release, but can also include photo-calls, news conferences and ongoing campaigns. Reactive relations are where you respond to media enquiries. This can involve providing facts, commenting on issues or giving advice to readers, viewers and listeners.
As part of your strategy you should decide your position on controversial issues. If you respond to, and comment on, controversies you may attract more publicity. This is particularly true where reporters are looking for an unconventional viewpoint, for example where they want to show both sides of a story in the interests of balance. However, such media activity can risk alienating some sections of your potential audience. If taken too far, controversy about one subject can affect your image and undermine the effect of your publicity over other issues.
