Why Your Brand Needs a Marketer with Established Media Relationships

There is a common misconception held by many brands when it comes to their thinking about the world of public relations. Namely, that all PR agencies have the ability to bring the same skills and competencies to the table.

Frankly speaking, this couldn’t be further from the truth.

After having worked in this industry for over two decades, I can assure you that the industry itself, and the professionals who work in it, operate in many different silos and the jobs of PR professionals straddle varied duties and capabilities, thereby blurring the lines.

And one of the biggest myths about public relations is that all PR firms have a bevy of established media relationships to rely upon and utilize to advance their clients’ goals.

This isn’t the case.

Therefore, in this article I am going to explain why you must dig deep to examine a PR firm’s resources—beginning with determining just how extensive their media relationships are and how they can use those relationships to help build your brand.

Using Media Relationships Strategically

A PR firm worth their salt is going to look for strategic opportunities to have their client showcased in the media. As opposed to the approach of blasting out a press release to every media and news outlet around and simply hoping someone covers it (what I tend to call “spray and pray”), it is a far better option to send it directly into the hands of a reporter you know and who’s work you are familiar with.

Think of it like this: You know a reporter who has a lifestyle and beauty column. They regularly write about new trends and sometimes offer product reviews or tie in brands with a current event. In turn, you have a PR client that has a brand-new line of collagen supplements and is trying to increase their market share and compete as a new entrant.

In this regard, it is a great strategy to send a release directly to that reporter, then get on a call and have a conversation about your client. Discuss what they are seeking to do, why they are different, and pitch, ultimately, why the brand should be profiled by the reporter and how covering the brand would be relevant to and align with their column.

It is through that personalized approach that a brand can be brought to life in the media.

Savvy PR professionals truly understand the nature of the media and what is important to a reporter they know personally. They will work with a reporter to give them accurate information as well as potential angles that are interesting. After all, it doesn’t do a brand any good if their PR firm is simply sending out press releases without a clear strategy in mind nor is it beneficial to demand or cajole a reporter into creating positive coverage.

Recognizing That the Media Industry Has Shifted

Simply put, media dynamics have morphed and what was true a couple decades ago doesn’t hold much water today.

Years ago, yes, the majority of PR firms had established media relationships on which they could rely. And news outlets were booming and expansive.

But as our digital world has grown, the media market has changed. Newsrooms and publications are shrinking, and newspaper jobs have declined as the freelancer market has exploded. The PR industry has had to adjust, too.

I mean, look at the LA Times. These days, it’s a pamphlet—probably 30 pages at best every day. Yes, there is more online, but ultimately, in the world of PR there is less media and fewer people covering the news. Journalists are strained and their time is valuable.

Being deliberate, efficient, and human in your interaction with a reporter or journalist is key—and staying in constant contact is always important. It isn’t wise for a PR professional to only be picking up the phone or emailing when they need something on a client’s behalf. It must be a symbiotic relationship in order for a brand to benefit in the long run.

It is important to engage with their content, follow them and interact on Twitter and Instagram, retweet their content to your followers, and show that you are invested in what they do. And when it comes to working with them, learn how they like to be communicated with. This builds affinity, which breeds appreciation and could result in them paying it back.

Relationships Offer Unique Insight

Another reason why it is important for a PR firm to have established media relationships is because when there is mutual respect and even a level of friendship between a reporter and a PR pro there is a chance for unique insight to be gleaned on behalf of the PR firm.

For instance, when there is a good level of back and forth, it is entirely possible that the reporter will offer information on what their publication’s editorial calendar looks like months in advance as well as the kind of themes they will be writing about or potentially targeting in the future. Knowing this can help a PR firm pitch a story aligned with the publication’s editorial calendar and secure coverage for a brand early on. Moreover, this also enables a reporter to be methodical, learn about the client, and write a story that elevates the brand and helps them increase awareness amongst their targeted audience.

Results Are Achieved Faster

Let’s call a spade a spade. When a PR firm has established media relationships they can depend on, they are able to achieve results faster for their clients. A new client wants to make an impact as quickly as possible, and the last thing that any brand wants to hear is, “Well, it’s going to take some time.”

Time is money.

PR firms that have relied-upon media relationships also have the ability to hit the ground

running from day one when a client contract is signed. They will be able to help brands reach the right influencers, connect with sought-after publications, and deliver benefits that are unmatched by any other marketing communications initiative.

Hungry to Learn More?

At the end of the day, any PR firm can gather contacts and create media lists. The differentiator comes when there are meaningful media relationships present and the PR team at the helm of a campaign is comprised of creative and purposeful thinkers. That is the recipe for getting results.

Ultimately, it is the synergy between contacts, experience, and thought process that will forge connections with the media—no matter if its traditional, digital, reporters, podcasters, bloggers, etc.

At my firm, Blaze PR, we harness the power of established media relationships formed over the course of 20+ years with outlets like Forbes, The Huffington Post, People, U.S. News; World Report, and many more. Furthermore, we challenge our clients to think about their business situation, whether it’s the launch of a new product, urgent breaking news, or any other pertinent development, and identify why it’s relevant and important—and why a media contact will want to learn about it and cover it.

I am proud of our ability to partner with lifestyle brands and reveal their relevant stories, serve with relish to key influencers and reporters, satiate consumer cravings, and achieve wins.

I would love to have the chance to speak with you about how Blaze PR employs a thoughtful process in building and sustaining media relationships that could benefit your brand. I invite you to reach out or connect with me today.