- When you acquire a new customer.
- When you open a new location.
- When you or your company makes a donation to a charity.
The last thing you need to know about media relations is that unlike advertising, where you control everything from the message to the date the ad appears, media relations is completely unpredictable.
Your work with reporters could result in a story the next day, the next month or even the next year. It could also result in the biggest new account your company has ever landed, thanks to an article someone read in your local newspaper.
Looking back, you might decide that thanks to your media relations program, it was the easiest account you ever won.
When working with the media, know their needs
Media outlets are always looking for new stories. In every community, there are general interest publications and specialized media outlets. In approaching a news director or reporter, it helps to know who their target reader is. For example:
* The business section in the local newspaper and a local magazine dedicated specifically to business will both be interested in how your company affects or is affected by business and economic issues.
* The health reporter for the local newspaper and a local magazine focusing on wellness will both be interested in your firm’s health and wellness program.