Cannabis PR: 3 Tips For Creating & Maintaining Media Relationships
Have you had enough of the "Let's hope we get lucky and this time it works out..." strategy?
The magic behind PR isn't luck, it's having a clear, defined strategy in place, and a team that knows exactly how to execute.
PR is more important now than ever, especially during these unprecedented times of the coronavirus. Industry events, conferences, and other in-person gatherings where a huge chunk of our business development and networking takes place have been canceled or postponed. The days of meeting with others in-person are gone (for now), but that does not mean you give up hope and stop growing your business.
I believe we're all entrepreneurial minded in one way or another. Some more than others, but we all have the ability to pause, pivot, and power through challenging times. With that said, leveraging earned media opportunities should be in your "bag of tricks" to continue growing your business during these uncertain, and maybe even confusing times. Connecting with reporters, editors, journalists, writers, and other media influencers is a powerful way to leverage you and your brand's narrative, remain relevant, increase flows of communication between you and the marketplace, establish credibility, and ensure that you're seen as more of an industry leader rather than just a player.
To ensure your PR efforts pay out dividends while eliminating the mentally depleting, "Here goes nothing, hopefully we get lucky..." approach, here are three tips for creating and maintaining media relationships.
Do Your Research
Don't be lazy. Before you send anything to anyone, you need to do your research. You don't want to be known as the person who spams reporters, editors, and journalists with useless information that doesn't pertain to them. It'll come back to haunt you.
Identify the outlets you want to reach, who it is you need to get in touch with, and communicating in a way that shows you aren't only out to get your name out there, but to deliver a story or news tip that has substance and value (which makes their job a lot easier).
Respect Others' Time
Time is the most precious asset any one of us possesses. Don't waste others' time by sending your press releases to those who aren't writing about your subject matter or those who said they weren't interested in covering your topic at this time. There's a difference between being persistent and following up, and simply wasting ones time.
Don't burn bridges by disrespectfully wasting their time. Who knows, maybe one day you'll have a story right up their ally. Build long-term relationships. Respect their time by not wasting it.
Show That You Care
This goes back to doing your research. By doing your research you'll know what the reporter, editor, or journalist typically covers. Don't be hesitant to send them a news tip or to connect them with someone you know would be a good fit for a subject matter they're covering. If you show them that you're looking out for their best interest as well, they'll be more likely to cover your story or to connect you with someone who would be interested in doing so. It's a two-way street.