PR 101: How To Build and Foster Better Relationships With Your Media Pals

When we were young, making friends was as easy as ABC. You walk up to someone at the playground and next thing you know, he or she is your new best friend. As we grow older, building relationships can be a challenge, especially when it’s part of your job. Building strong professional relationships with journalists is a crucial part of public relations and reputation building.  

 Here’s how you can build a strong relationship with your media pals:

Do your homework

Before reaching out to any journalists, PR professionals must  do their homework and understand who covers what beat for specific publications. While this may seem simple, many often neglect this important step. By understanding the type of news story that a specific journalist covers, we can avoid an awkward situation of having to explain why we are pitching a lifestyle consumer story to a business journalist. If you are able to bring a story that is relevant to a specific journalist’s beat, you are one step closer to making a new friend. 

Identify relevant angles

We must remember that all journalists have the responsibility to write about things that impact their readers. As a PR consultant, while it is important to help your clients hit their key messages, we must make sure it’s a story worth the journalist’s time. 

Instead of pitching everything under the sun, try asking the journalist what stories he or she is planning to write and discuss how your clients can fit in with relevant insights. 

This changes the dynamic of the relationship from merely providing an angle and hoping the journalist might be interested in, to a relationship that encourages two-way communication. This way, you can add value by helping the journalist  develop a strong story that truly impacts their target audience while positioning your clients as thought leaders. 

Mind your manners

It’s true that manners maketh man. Always remember to be courteous no matter who you speak to or via any communication channels – face to face, phone, email or even a WhatsApp message. When we are courteous in our interactions, we leave behind a good impression. Also, don’t underestimate simple gestures such as dropping an appreciation note after interviews or any PR engagements. Genuine appreciation goes a long way in fostering better relationships with anyone. 

While the tips mentioned above may seem simple, PR professionals today don’t practise them enough. Journalists are juggling multiple stories and sources every day – so the least we can do is anticipate their needs versus overwhelming them. Once you have established a strong connection, it’ll be easier to  cut through the noise and  deliver real results for your clients. 

We’re all for making new friends: chat with us at hello@mutant.com.sg

How To Keep Content Available During COVID-19

It’s 2020 and the rules have changed. Due to the global pandemic, content that may have worked for businesses last year may no longer work this year. Events are now highly restricted or banned, business travel is curtailed, and face-to-face meetings are discouraged, pushing many businesses into unusual circumstances. 

The economic disruption may also tempt some companies to suspend all marketing activities and “go dark” but this would be is a mistake. According to a survey of 25,000 consumers globally by Kantar, only around 1 in 10 consumers think brands should “go dark” during this time. And brands that do disappear from view saw a decline in awareness, posing an additional challenge of regaining lost ground.

With that in mind, here are a few ways your business can keep a stable content pipeline as we grapple with the new normal. 

Prioritise health and safety

People who engage your brand want to know what’s being done to keep them safe and healthy. 

Prepare a list of concerns people are likely to raise and address them right away. For example, you can share about additional steps your employees are taking to ensure customers’ safety, changes to your operating hours or processes, or actions you will take in case of an outbreak linked to your business. 

Include this in your social media posts. Place it on your website’s landing page as an FAQ section. Mention these health and safety guidelines in your brochures, videos, and other marketing and communications collateral. Assure people they have nothing to worry about. 

Update stakeholders on how you’re helping and adapting

Inform people how your business is making a meaningful difference in the community during this difficult time. It can be about how you’re sharing company resources for free, discounts and concessions offered to customers, or how you’re providing support to your own employees. 

Alternatively, you may also have products and services that can help make people’s lives easier during the new normal. If so, share how your products and services are making a meaningful difference and being a solution. 

Regardless of the format it takes, remember to show empathy and compassion. It’s a sensitive time for many people, so avoid any action or content that can be seen as trying to take advantage of a difficult situation.

Share insights about the new normal

Amid all the changes this year, you or your business may have gained new insights. Why not share it with your stakeholders? Businesses and consumers constantly want to know how the landscape has changed from last year. You might have discovered a radical approach to a unique challenge, statistics about new customer behaviour, or an observation about a specific industry. 

Raise awareness about your business by collecting and analysing these insights and sharing them with your stakeholders. Use what you’ve learnt to tell a story, be it through case studies, narratives, or facts and figures. 

Realise that 2020 is not just about COVID

While the pandemic has been a constant background presence this year, an overemphasis on this issue may result in COVID fatigue. Help people take their mind off the pandemic by focusing on non-COVID current issues or life after recovery. 

For example, as a result of the Black Lives Matter movement in the US, many companies have begun to lead conversations about promoting workplace diversity and inclusion. You can also inspire your stakeholders to think about and start preparing for life after the recovery phase. 

Collaborate with others

Consider finding a trusted partner to help extend your reach, complement your weaknesses, or develop synergies. For example, you can partner with firms that can help you establish an online presence and build up your digital capabilities. It doesn’t have to be limited to just companies: Partnerships can happen with known personalities, non-profits, and government agencies.

Want to build a steady content pipeline of content and do not know how to go about it? We can help — write to us at hello@mutant.com.sg.