How communicators can master modern media relations

How communicators can master modern media relations

“Sorry, I’m really busy and can’t talk to you right now, please send it over in an email and I’ll get back to you.”

For a media relations practitioner, this is groundhog day. The discipline is one of the toughest in PR, simply because of the number of knockbacks communicators receive every day.

Media relations has always been a core discipline for PR industry professionals. From the onset of public relations, communicators knew that persuading journalists to cover their story in a positive light is one of the most powerful ways to reach their desired audience.

However, the declining number of journalists and print publications, as well as the development of new technology, has meant that this traditional discipline has evolved massively over the past 20 years.

Real time news powered by the internet and social media has led to a proliferation of digital outlets and has condensed the news cycle. Added to this, a cornucopia of new tools and the rise of influencer marketing has changed the face of media relations forever.

Cision’s latest white paper – How to master modern media relations and deliver the right results – details how communicators can respond to these changes to keep their media relations strategy sharp.

With the range of tools now on offer, communicators are spoilt for choice to the point of confusion on which technology to use to power their outreach. That’s why we asked the likes of Hill + Knowlton and Gumtree what’s in their media relations toolkit, to illustrate how they go about putting in place a media relations strategy, while illustrating how the Cision Communications Cloud can turbocharge how your media relations campaigns.

Building relationships with influencers and journalists is imperative to ensure you are able to get your message out. Earned media practitioners present their tips on how to build long-lasting and productive relationships with both journalists and influencers.

Finally, we look at some of the more traditional, but equally important, basics of pitching. Both expert communicators and journalists discuss how to execute a phone pitch, while our handy guide on writing a press release will ensure that your messaging is designed to stand out to journalists.

Enter your details below now to download How to master modern media relations and deliver the right results and discover how you can optimise your media and influencer relations strategy.

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