{"id":253147,"date":"2025-05-23T04:46:22","date_gmt":"2025-05-23T04:46:22","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/the-media-mindset-a-modern-approach-to-media-relations\/"},"modified":"2025-05-23T04:46:22","modified_gmt":"2025-05-23T04:46:22","slug":"the-media-mindset-a-modern-approach-to-media-relations","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=253147","title":{"rendered":"The Media Mindset: A Modern Approach to Media Relations"},"content":{"rendered":"


\n<\/p>\n

\n

If you told Mr. Doshner, my high school science teacher, that I was going to end up working in any profession where the word science would be used, even if only occasionally\u2014he would say you were nuts and throw you out of his classroom.<\/p>\n

If you saw some of my grades in his class, you\u2019d undoubtedly agree with him.<\/p>\n

I\u2019m a PR man today, one that\u2019s not embarrassed to sometimes call himself a publicist or even a \u201cspin doctor.\u201d You\u2019d probably think that\u2019s a far cry from science, but you\u2019d be wrong.<\/p>\n

The profession of public relations may not have been taught in Mr. Doshner\u2019s class, but it\u2019s a science just the same, albeit a social one. In fact, it can trace it roots back to the teachings of Dr. Sigmund Freud whose nephew, Ed Bernays, is widely considered the \u201cfather of public relations.\u201d<\/p>\n

Bernays felt that excellence in public relations could be attained (in part) by understanding human behavior and \u201cwhat makes people tick.\u201d There\u2019s a lot of science in that, especially with the emergence of new technologies today.<\/p>\n

But what does that have to do with media relations and establishing lasting media relationships? Quite a lot.<\/p>\n

I didn\u2019t always know that, despite studying PR as an undergraduate student at NYU. I thought you just pitched reporters, threw a few parties and got lucky. If you had great clients, then luck was only part of the equation. That\u2019s not true and never has been. I\u2019ve learned you can have household name clients and still have an uphill battle landing stories that matter\u2014stories that \u201cmove the needle\u201d for a client and drive forward business objectives.<\/p>\n

I\u2019d like to say that I had this strategic awakening on my own, but it was far from it. My way of thinking about media relations and storytelling for clients was the result of a phone call from a vendor. Let me explain.<\/p>\n

My first client was RICOH, a leading consumer electronics manufacturer. Our assignment was to conduct a media campaign for their home office products division, including promoting the use of fax machines at home (stop chuckling, it was a long time ago).<\/p>\n

We got media results, but mostly in trade publications. That wasn\u2019t what the client was hoping for when they hired us. Here\u2019s where things changed.<\/p>\n

RICOH was launching a new fax machine called the PF-1. The \u201cPF\u201d stood for personal fax, and it was small enough to fit in a briefcase or \u2013wait for it\u2014be used in tandem with a car phone. As part of the launch, we wrote a news release and in the lede we audaciously declared that the new machine was the \u201cworld\u2019s smallest fax machine.\u201d<\/p>\n

As the release was being sent out a sales representative from the mailing house we used (yes, we mailed things then, too) called. He wanted to know what third party said that we had created the world\u2019s smallest fax. I took a deep breath before saying, \u201cthe client said so.\u201d Our representative then quickly said he wasn\u2019t trying to question us, but he had an idea. He went on to say that he had the mailing address for the Guinness Book of World Records. He wanted to know if he should send them the release. If we really were the world\u2019s smallest fax maybe they\u2019d include a mention in the next edition. I laughed and said, \u201cwhatever.\u201d<\/p>\n

A few weeks went by and one day a large white envelope with lots of stamps arrived in the mail. It was from London\u2014from the Guinness Book of World Records. In the Queen\u2019s English the letter said, \u201cWe are pleased to accept your claim as a new record and the details will appear in the next edition of the Guinness Book of World Records. We thank you for drawing the matter to our attention.\u201d<\/p>\n

The client was over the moon and soon changed their entire ad campaign to focus on innovation. Our media strategy gained traction, too, including a placement on the Today show where we sent a fax while driving in a limo!<\/p>\n

But where\u2019s the science in that? It\u2019s this: listening. As public relations professionals the cognitive skill of listening is too often overlooked. I doubt anyone in the media \u2013 outside of the trades \u2013 would have cared about our product launch if we weren\u2019t able to add the Guinness reference. That credibility allowed us to foster new relationships with technology reporters and top-tier, consumer-facing media. I know that never happens if I hadn\u2019t taken the time to listen and act on what I was hearing (even if I did so begrudgingly).<\/p>\n

And here\u2019s the thing: Today there are so many tools at our disposal to help us listen, whether that\u2019s stakeholders, the marketplace, influencers or something else entirely. Back then our sales representative had a mailing label for Guinness, but today our data & analytics team might have an insight that could connect us to a new idea or third party that can add new layers to the story we are trying to tell.<\/p>\n

That\u2019s science, and when combined with the art of media relations it produces better results.<\/p>\n

But what about media relationships? Isn\u2019t successful media relations contingent on who you know in the media? Yes and no.<\/p>\n

Relationships of any kind also revolve around human behavior and understanding that is a science (and also an art).<\/p>\n

I had this breakthrough on a job interview. I hated my first job and was actively interviewing for new opportunities. I was able to get my clients media coverage (like what we got for the launch of the RICOH PF-1), but it was draining because the way we pursued media relations was still very \u201csmile and dial\u201d, while plastering reporters with long-winded news releases and pitch letters.<\/p>\n

One of the agencies that I interviewed with was infamous for being a \u201cpublicity shop\u201d\u2014a place a client turned to when getting media coverage was basically all they cared about. During the interview I was asked how I approached media relations. I\u2019m not sure why, but I told the interviewer they were thinking about it the wrong way. It wasn\u2019t about media relations it was about media relationships. I got the job.<\/p>\n

A few days after I started, I was asked what I meant. I honestly wasn\u2019t sure at the time, but I said something like this: Successful media relations professionals need to use both their left and right brain. The left brain is focused on the story your client needs to tell\u2014finding ways to do that in ways that your audience will find engaging. The right side of the brain needs to focus on the needs of the reporter\u2014what they need to have to tell a story and when. When both work together they form a connection that can result in a meaningful relationship.<\/p>\n

I think I was making that up at the time but looking back I\u2019m amazed by how right I was. But here\u2019s the thing, these relationships don\u2019t always last very long. Few public relations professionals have meaningful relationships with dozens of reporters\u2014that type of thing only happens on television shows or in the movies.<\/p>\n

The reality is that media relationships can be fleeting. They matter in the moment, but when the moment passes the reporter, and the publicist, most often moves on. And that\u2019s ok because if you approach the relationship in the right way then when you need to reach out again the journalist will be more likely to entertain a conversation.<\/p>\n

Months later my theory was confirmed by the agency\u2019s CEO. He brought us all together for a breakfast meeting to talk about how to succeed at the agency. In that meeting he gave what I call the \u201cfive friends speech.\u201d He told us we didn\u2019t need to know everyone in the newsroom. It was more important to have a few relationships\u201d that could help guide you when needed, but far more important was the ability to tell a good story.<\/p>\n

Later I worked for another agency that was hyper-focused on getting media results. That agency\u2019s CEO also had a message for his team. Actually, it was more of a question. When developing a media relations strategy he\u2019d often stop and ask, \u201cWhat\u2019s the move?\u201d<\/p>\n

He believed a successful media strategy was like a well-played chess match. There was always a move to make, you just need to look at the whole board and make the right one. Perhaps there\u2019s nothing more cerebral or scientific than that.<\/p>\n

Back then we used to rely on gut instinct in determining \u201cthe move\u201d we were going to make. Today, we have lots of tools at our disposal to figure things out, to identify the white space, to target the right media outlet, to craft a message that will allow our client to be differentiated in the marketplace.<\/p>\n

But it\u2019s all still a very methodical combination of science and art. A media strategy fueled solely by data and analytics will fail just as fast as one driven by gut instinct. Combing the two\u2014using both our left and right brains\u2014is the winning approach.<\/p>\n

So, Mr. Doshner, wherever you are, I may still not know much about chemistry or physics, but I\u2019ve learned a lot about human behavior, whether that\u2019s in a newsroom or a boardroom, and what makes people tick. And that\u2019s science.<\/p>\n

As for the art part, that takes time to develop but you can get better at it by reading as much as possible, asking questions, and just being curious. I think those are the type of people we all want to have relationships with\u2014I know journalist so, and so do clients.<\/p>\n

By Ken Kerrigan<\/em><\/p>\n

Photo by Digital Buggu\u00a0<\/span>via Pexels<\/em><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

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