It’s something that’s stressed everyday of your PR career. Media contacts are vital to be successful in the industry and for your clients. The question is, are they really necessary? Yes, it’s easier when you know so and so at X media outlet. But many times you’re working on clients in a division where you don’t have any media contacts. Such as fashion or travel. Don’t be discouraged. The matter of the fact is, if you have a good pitch and story, media will bite. If you’re working on relevant clients, they will want to connect with you. Here are some ways to breakthrough.
- Research. Look at what topics are covered. Look at who writes the articles your client could fit into. Is it contributors? Find their email address and move onto the next step.
- Introduce yourself. Reach out to these writers, let them know what clients you work on and ask what they’re currently working on.
- Keep track. Add them to your media list. Keep notes to remind yourself of their conversation.
- Keep in touch. Constant communication is key. Don’t just reach out when you have a pitch.
- Pitch new stories ideas. Get your new media contacts interested in your clients. If you spark their interest, it will most likely lead to placements.
- Meet face to face. Take it to the next level and meet up with them. Invite them to an agency event or take them out to coffee.
So are media contacts necessary? No. Are they helpful? Yes. Anyone can forge great media relationships in any division with persistency and time.