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Using new technologies to build better relationships with the media

Using New Technologies to Build Better Relationships with the Media

The secret to a successful PR campaign is building quality relationships with the media. With the advent of the Internet and its never-ending progression, come more opportunities to connect with the media and more technologies to help you build quality relationships them. Everything you need to connect with the media is online. Whether it’s contact information for a newspaper reporter, an online press kit to keep your press materials organized, niche blogs where you can track what your target audience is interested in — everything you need is there at your fingertips.

Connecting with the media is a mouse click away, but getting media exposure isn’t that simple.

If you want more coverage you better make friends with reporters, producers and journalists. You want to reach your target audience and the media is your gateway. So before you begin your relationship building you’ll need to ask yourself, “Why should the media care about me?” and most importantly, “Why should the media care now?” Most can easily answer the first question, but the second one is trickier. Luckily though, it’s not out of grasp.

With the launch of the iPad, yet another tool has surfaced that will help you answer that ever-important second question. iPads, Droids, Blackberrys — you name it — allow us instant access to breaking news and trending topics. “Why should the media care about your now?” With the iPad the answer is in your hands. You can visit Twitter and see what’s trending and figure out a way to tie your expertise into that topic; visit CNN and find out what the breaking news story of the day is; check out Facebook and see what groups in your area of expertise are talking about and then pitch the media accordingly.

The media want stories and fresh perspectives on what’s happening — what’s hot — now! If you can stay up-to-date and tie those trending topics into pitches and your relationships with the media, you’ll be sure to find success.

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