The Media: Don’t Just Deal

With Them . . . Deal Them In!

Presented by Cheryl Bella Sr. Vice President, The

Firm Public Relations & Marketing
Building Better Media Relationships

 Like any relationship, requires time and

commitment
 It’s not just about pitching when you have a story

 Be where the media is

 What industry events to they attend and cover?
 Create a list of key message points even for informal
meetings

 Don’t discount the importance of social

media
LinkedIn.com
Facebook
Getting to Know the Media

 The three “R”s – Reading, Research

and outReach
 Keep on top of what they cover
 Keep on top of current issues

 The importance of understanding their

audiences
 Localize, localize, localize
Become an Information Source – The
Value of Member Surveys
Become an Information Source – The
Value of Member Surveys
Be a Thought Leader
Partnering with analysts and colleges
on commissioned reports
Make it Easy for Them

 Ask not what your media can do for you

but what you can do for your media

 Be available and accessible

Planning is Key

 All relationships take effort – know what

you want to invest

 How to create an action plan

 List out activities, events, etc. your Chamber will

engage in during the next 12 months

 Create an outreach plan per press member
 Make it newsworthy
Action Plan

 List out your top three to five local media outlets

you’d like to target

 List out the reporters at each outlet you need to reach

 Research and summarize the stories each of your

targets reported on in the past 3-6 months including
what type of news you think will interest them in the
future

 List out upcoming Chamber news items, reports,

surveys, events, etc.
 Monthly Outreach Plan for John Doe,
Reporter, Local Business Journal
 January: Provide Chamber reaction to “State of the
City” or “State of the State” address
 February: Schedule informal coffee/lunch meeting
 March: Pitch recently commissioned Chamber report
on outlook for area job creation
 April: Invite to attend Chamber “State of the Local
Economy” membership discussion
 May: TBD
 June: Pitch applicable story in conjunction with
Chamber Business Expo
 Monthly Outreach Plan for John Doe,
Reporter, Local Business Journal
 July: Schedule informal coffee/lunch meeting
 August: Invite to participate on Chamber panel
discussion on the local economy
 September: Pitch results of Chamber’s annual
economic member survey
 October: TBD
 November: Pitch story on Chamber and members’
involvement with local not-for-profits; how businesses
view corporate responsibility and what they’re doing to
get involved
 December: Send holiday/New Year’s greeting
Unplanned Opportunities

 Be flexible

 Offer a local twist on a national story in

a timely manner

 http://www.helpareporter.com/
Prep for Interviews & Meetings

 Only one chance to make a great first

impression

 How not to leave it up to chance

Follow Up

 Get them what you promised, when

you promised

 The importance of communicating

following coverage

 Forget-me-nots