OUR CAPABILITIES: Media Relations

Every day new media outlets emerge. Over the past decade or so we’ve seen the traditional media concentration of newspapers, magazines and network broadcasting dramatically flatten as web-based forums have leveled the media playing field.

Usenet groups became weblogs became blogs. Depending on your point of view, this evolution has been the greatest advance in citizen journalism since the invention of moveable type, or… it has undermined the very foundation of fact-based reporting.

What hasn’t changed is the need for every organization to have a media relations strategy. How will your constituents (and more importantly, your prospective constituents) know about your organization if you don’t tell them? This is not the time to hide your light under a bushel. That only leaves you in the dark.

We take the “relations” part of media relations seriously. We take the time to understand the media vehicles most effective in reaching your key constituents. We build our contact lists with the names of real writers, editors, reporters and producers, not just generic titles. And we write media releases and background materials with the needs of journalists in mind.

Practicing effective media relations isn’t a one-time thing, nor is it a quick fix. But it can be one of the cornerstones of attracting the attention and coverage our clients deserve.