When it comes to representing your company in the media, managing media relations effectively is crucial. Mistakes in media relations can lead to miscommunication, negative publicity and a damaged reputation. Because of this, understanding these common pitfalls and knowing how to avoid them is essential for effective media communication. Here are the top five media relations mistakes and best practices to address them.
Mistake: Ignoring the Media During a Crisis—Ignoring the media during a crisis is one of the most detrimental errors a company can make in its crisis communication planning. Some believe that by staying silent, the issue will receive less attention. However, this often has the opposite effect, leading to speculation and mistrust. This includes saying, “No comment,” when asked about the crisis.
Solution: Always acknowledge media inquiries, even if you don't have all the details yet. A simple statement like, "We are currently gathering more information and will provide an update shortly," can go a long way in maintaining credibility. Keeping communication lines open shows transparency and helps build trust with the media and the public.
Mistake: Responding Too Quickly Without Preparation— Whether in the midst of a crisis or not, the pressure to respond immediately can be overwhelming. However, reacting too quickly without accurate information or prepared statements can lead to misinformation and unprofessional responses.
Solution: If you receive a media inquiry and need time to gather your thoughts, it's perfectly acceptable to ask for a brief period to prepare. For example, saying, "May I call you back in half an hour?" ensures you provide a well-considered and accurate response. This allows you to gather relevant information and ensure your key messages are clear and consistent. “I don’t know” is a powerful statement and perfectly allowable while you gather the information to make an official statement.
Mistake: Failing to Provide Unique Content—Media outlets expect unique content tailored to their specific audience and interests. Sending the same pitch or story to multiple outlets without customization can lead to irrelevant or repetitive coverage, diminishing your chances of gaining media attention.
Solution: Take the time to create unique angles or aspects of the story for each outlet, ensuring it aligns with their focus and readership. This demonstrates respect for the publication's audience and increases the likelihood of your story being picked up. Customized content shows that you understand the media outlet's unique needs and can provide valuable, relevant information.
Mistake: Not Understanding the Target Publication—Pitching stories without understanding the target publication's audience, voice and content can result in misaligned pitches that are quickly dismissed.
Solution: Spend time researching each publication, reading their articles and familiarizing yourself with their style and topics. This demonstrates to editors that you understand their needs and can provide valuable, relevant content. Knowing the publication's audience and editorial focus will help you tailor your pitches more effectively and increase your chances of success.
Mistake: Neglecting Personal Relationships with Media Contacts—Building and maintaining personal relationships with media contacts is crucial for effective media relations. Neglecting these relationships can make your pitches less likely to be considered.
Solution: Follow key media contacts on social media and engage with their posts to show interest in their work. Personal touches, such as congratulating them on personal milestones or understanding their professional interests, can go a long way in fostering strong relationships. Building media relationships is a key part of effective media communication and PR best practices.
Avoiding these common media relations mistakes can significantly improve your communication strategy and media coverage. By understanding, respecting and proactively engaging with the media, PR professionals and communication managers can enhance their media relations strategies and maintain a positive, mutually beneficial relationship with media contacts.
AOE has experts who are very experienced in fostering strong relationships with media contacts and communicating with the media at the right time and in the right way. Contact us to start a media relations conversation today!