Professional media relations is integral to public relations and the successful branding of our business. Developing relationships with media is an art form and, as with all art forms, it takes time to build a solid, positive reputation. In a world where technology plays a vital role in media liaison, there needs to be a balance between forming deep, trusting relationships with the media and the technology used to communicate with them.
Understanding the media and their needs is a core function at Endlesslife. Our PR and media relations strategies include the type of content, as well as the preferred methods of interaction, i.e., whether they prefer interviews or response via email; consideration of deadlines; and whether interviews with broadcast media are in or out of studio and so on.
Understanding the media is our first priority. Our second is to meet their needs. The third element of media liaison is to handle enquiries professionally, promptly and thoroughly; this ensures we are long-term media colleagues. A producer or a journalist who knows we will respond to his crazy deadlines returns time and again, and does everything possible to work our story angle into a segment that will be approved by the executive producer/editor.
Remember the media don’t “owe it” to any person or institution to provide positive coverage. Their job is to deliver content, and, when all is said and done, the media’s definition of what this needs to be is the only one that counts.