8.2: Representing a corporate brand

Figure \(\PageIndex{1}\): Put in the work. (Unsplash free-to-use license; Aman Upadhyay)

General roles in PR  

According to Smith,¹ public relations practitioners can be placed into two groups based on their responsibilities. These are communication managers and communication technicians.   

Communication managers assist in the strategic planning of an organization’s communication efforts. The broad term “communication manager” includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Expert consultants develop a specific communication plan to help achieve organizational goals. Problem-solving facilitators provide crisis management services. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics.  

Communication technicians write press releases, pitches, feature articles, and other communication materials. Additionally, they assist in event planning. Before entering a managerial role, most public relations practitioners begin their career as communication technicians. The term “communication technician” can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive.  Together, communication managers and technicians play a vital role in relationship building and the management of a brand. 

Media relations 

A large part of the public relations profession involves working with the news media. Public relations professionals seek to garner publicity in ways that benefit their client. Mass media channels are the preferred platforms for reaching out to the public because audiences view media coverage as more credible than traditional advertising and/or promotional efforts. Learning how to develop and manage relationships with reporters and editors is critical to outreach strategies.    

Definition: Media relations

Media relations refers to the mutually beneficial relationship between journalists and public relations professionals. One of the biggest benefits for journalists is the easy access to story ideas and sources. As previously discussed, reporters spend a large amount of time and effort gathering information in order to write a story. Working with public relations professionals cuts down on the time needed to look for sources and other information to validate an article’s content.   

Public relations practitioners benefit from media relations because it secures free publicity and promotion for their clients. By using the mass media as promotional tools, they are able to reach large audiences at a much lower cost that buying a comparable amount of advertising.

Do’s and Don’ts of working with journalists 

As with any professional relationship, there are do’s and don’ts to be aware of when developing relationships with journalists. Take the time to research reporters and influencers to identify those who will help you achieve your organization’s publicity goals. Once you’ve found an appropriate journalist or influencer, think carefully about how you plan to pitch your story to the individual. Be aware that some influencers will demand payment for mentioning your brand. Be up front about if and how much you are willing to pay.  
  
Avoid gimmicky or hyped-up press releases. They may catch the attention of reporters but for the wrong reasons. Also avoid jarring language such as “urgent,” “must read,” or “extremely important,” even if you need to secure media coverage quickly. In general, developing a rapport with journalists takes time, strategy, skill, and practice. Hyperbole often has a negative influence on journalists’ perceptions of PR practitioners in the moment and in a long-term perspective.

PR Pitches  

Simply contacting members of the news media will not guarantee coverage for your client. You have to persuade the journalists that your story idea is newsworthy. Review the news values that journalists use to evaluate potential story topics. Public relations professionals typically pitch to reporters, editors, bloggers, and social media influencers. Pitches can take place via email, phone calls, and social media. The channel you choose for your pitch depends upon your target audience and which media they use most frequently.  

Pitching is a skill that requires creative thinking, persuasive communication skills, and knowing how your story idea benefits the reporter and the audience. Your pitching skills can improve with time and practice. You will feel more confident reaching out to reporters if you write pitches regularly. 

Before pitching  

Before you send an email pitch or call a reporter, it is important to have a solid understanding of your key audience. Carefully examine the interests, preferences, media consumption behaviors, and the key demographic information associated with that group. Then you can more accurately select which media outlet will help reach the target audience.  Go where your audience is. For example, as you conduct research about your target audience, you might learn that members view YouTube or TikTok videos or read blogs more often than they read news articles. Reaching out to influencers, including bloggers, could be more beneficial in this case than targeting news reporters. 

One of the most common complaints from journalists about public relations pitches involves the use of mass emails. Generic pitches sent out to anyone and everyone come across to reporters as careless and can compromise your credibility. Remember, reporters are going to look at how your story will appeal to their specific readers; therefore, your pitch needs to be strategic. Failure to keep this in mind may result in a rejected pitch or no response at all.  

Before you pitch to a particular media outlet, be sure to research which specific writer within the organization can help you target your audience. Many reporters cover specific topics or set of topics on their beat. Reading some of a reporter’s previous stories will give you an indication of whether he or she is the right person to cover your story.    

Let’s say your client is a restaurant that wants to publicize the opening of a new location. A reporter who covers entertainment, food, and other lifestyle topics, or the restaurant industry in particular, would be the most logical journalist to pitch to. 

Writing the pitch  

Now that you’ve done your homework on the audience, media outlet, and specific writer, pay close attention to how you craft your pitch.    

The subject line is especially important if you’re using email. It needs to be creative enough to catch the attention of the journalist, but it should avoid exaggerated phrases or visual gimmicks such as subject lines written in all caps. Do not use generic headlines such as “Story Idea” or “Cool Upcoming Event.” Try to create a subject line similar to a headline the news organization might use when publishing the story.  

Next, address the reporter or blogger by name and begin the body of the pitch. State why you’re writing and provide some information about yourself and the company or client you represent.  

Next, summarize the lead of the story. Writing in this manner resonates with some reporters, as it is the style they are accustomed to. You also can start the email with a catchy line that will hook the journalist, but be careful not to overdo this.   Reporters and editors do not like flowery or gimmicky language because it sounds more like a hard sales pitch than a public relations pitch.    

Continue with the pitch by providing important details about the story and by talking about why it would be interesting to the media outlet’s audience. Doing this communicates the story's news value.   Toward the end of the email pitch, state when you would like a response, indicate when you plan to follow up, if necessary, and offer specific help. Be sure to thank the reporter or blogger for their time. 

Be aware that the needs of broadcast journalists differ from those who work for newspapers or online news sties. Broadcast journalists need opportunities for good visuals and subjects willing to be interviewed on camera.

Following up

Don’t feel discouraged if the reporter does not respond immediately. Journalists are extremely busy, and sometimes they simply overlook emails. If necessary, send a reminder email by the follow-up date you mentioned in the first communication.  This date depends on when you hope the story will hit the press. If you pitched a story that needs to be published quickly, you may want to follow up within two days after sending the initial pitch. If there’s more flexibility, you may indicate that you will follow up within a week.  

If the person still does not respond to your pitch, move on to another outlet, reporter, or blogger who can help you accomplish your publicity goals.  

It is important to also consider timing. For example, do not make a follow-up call close to press time for print journalists, which is often when they are headed out the door for the nearest bar or for home. Do not contact broadcast journalists on their personal mobile phone just before the start of a newscast. They are often preparing to go live on another story at that time.

Grammar, punctuation, tone, and spelling are important when writing email pitches. Some journalists have admitted to not responding to a pitch that contains grammatical and spelling errors.   Be your own editor. Reread your message several times to check for errors. 

Here are more articles that discuss media relations, proper etiquette, and tips on gaining media exposure:  

• Surprising tips to get the media’s attention  

• How not to pitch your stories to the news media  

 1. Smith, R. (2013). Strategic planning for public relations. Routledge.