How to Use Media Relations Techniques

Ready for the press conference?

Media-relations experts are often criticized for their ability to spin stories, craft tales and blast news. The techniques applied in media relations are mimicked in a variety of careers, and even in our personal life. Using media-relations techniques can improve your business, sales, career and life in general. Here are tips on how to use media-relations techniques to help you get ahead.

Instructions

1. Research and prepare. Top media experts spend time knowing their subject and preparing for the worst-case scenario. Having all your ducks in a row before a media event, press conference, press release or conference will create maximum results.

2. Write catchy copy. Generic, long and boring text will turn readers off. Make your writing short, snappy and sizzling with smart word choices. Use a thesaurus to look up more interesting words. Email subject lines are no exception. The key is to have the reader want to read what is written right away.

3. Tell the truth. Exaggeration will fall flat. News should not be added to and facts should always be double-checked. Tell it like it is and provide statistics to prove your case. Research also comes in handy for answering any questions that come up.

4. Be a verbal powerhouse. A good speaker can entrance the audience and wield power. Practice speeches beforehand. Don't read notes from a page. Work on eye contact and pronunciation. Visit Toastmasters and join a meeting. In sales, business and the world in general, good communicators are looked at to lead.

5. Meet in person. One-on-one and face-to-face contact goes a long way in media relations. Making contacts and networking is important in gathering support and ideas. Don't just communicate via email. Phone and face time are tools to remember and use in media relations.

6. Be available. Good companies have a 24/7 designated contact available for media and any emergency situations. If that contact is you, make sure your cell-phone number is available on your voicemail or email. It's not always the easiest job to be point person, but it goes a long way for you, your company and your clients. If you are on vacation, make sure to have a back-up. Being everything to everyone gets tiring after a while, so when a little R&R is needed, enjoy it! Put away the cell phone and laptop.

7. Get to the decision maker. Good media experts get past the barrage of assistants and are able to pitch their stories to the big cheese. Always be friendly to executive assistants. They usually hold the keys to getting your call through.

8. Find new ways to communicate. Corporate blogs, message and business networks are the new face of media relations. Don't be afraid to trail-blaze and see where it takes you.

9. Write it down. Media-relations techniques are meant to be set almost as "rules" and followed, especially if you are working for a company. Have a Media or Public Relations Plan written out to ensure that different situations and scenarios are covered. Refer to and update the plan often. People will thank you for putting something together. The best plans are simple ones.

Tips & Warnings

• Network with local media, journalists, public relations and communications officers in your city, in local companies and even with competitors. Knowing your circle will increase it and give a better chance at getting information out to the public.

• Never ever lie or embellish a story. The truth always comes out, and it will sink your battleship in the world of media relations. Bad reputations are bad for business, so stick to the truth and the real, hard facts.