PR checklist: Six ways to end the year on a high note

Many know the saying “new year, new me,” but few business owners apply this sentiment to their public relations strategies. Whether in life or business, the end of the year is the time to reflect on your accomplishments of the past year – accounting for each success and opportunity for growth.

As 2024 comes to a close, it’s essential to take a proactive approach to new beginnings and use the last several weeks of the year to get a head start on the upcoming season. This will allow you to maximize your efforts in current and forthcoming years, particularly concerning PR.

Though there are many ways to approach end-of-year planning, we recommend adding these tried-and-true actions to your PR checklist to ensure your campaigns end the year on a high note and are ready to do the same next year.

1. Look back to move forward

Review relevant materials from the past several months, reflect on what went well, and note what should be adjusted. To further develop and flesh out your efforts, you must thoroughly understand the results and why you received them. Does your messaging resonate with your audience? Did you get more or less traction on an announcement than you expected? While it’s important not to dwell on the past, it’s crucial to understand it so you can move forward confidently.

2. Set clear, SMART goals for the year ahead

According to Forbes, “Without concrete goals, you are essentially shooting in the dark trying to improve.” That is where S.M.A.R.T. objectives come in. These goals are specific, measurable, achievable, relevant and time-bound, allowing you and your team to focus, assess and pivot goals as needed.

S.M.A.R.T. goals are:

• Specific, featuring outcomes and action steps all team members are aligned on.
• Defined by quantitative objectives. This data and its collection methods are predetermined and measurable.
• Realistic and straightforward, so team members remain energized and enthusiastic.
• Aligned with the organization’s overarching goals.
• Bound to a deadline.

3. Assess potential tactics

Once you’ve set the appropriate goals, it’s essential to research the PR tactics that may be right for you. Whether influencer relations, media relations, event execution, press releases, op-eds, digital content or a combination of all these and more piques your interest, there is an approach that is right for your business. Maybe your organization hasn’t invested in PR before, or perhaps it has used the same handful of strategies for the past several years, but taking this time to research modern and traditional techniques can benefit you nonetheless.

4. Develop a plan

Intentional research ultimately leads to productive planning. Determining your goals and potential tactics of interest will allow you to collaborate and craft a plan to ensure that you’ll enter the new year with direction, enthusiasm and purpose. 

5. Maintain momentum

Until the new year begins, be sure not to put your PR efforts on hold. Continuing to pitch media and engage with your audiences through social media, blog posts and e-newsletters will keep you at the top of their mind throughout the busy holiday season. Be sure to announce any significant announcements after the new year, though. Doing so will ensure your big news isn’t lost in the holiday buzz.

Consider crisis communication planning

In today’s environment, it is crucial to consider that a crisis can happen to any person, group or organization at any time. As 2024 approaches, we recommend viewing crisis planning as a proactive business tool rather than a reactive one. Though the hope is always that a situation does not occur, we believe that adding crisis communications to your checklist, identifying any potential points of contention and using preparedness to your advantage will help you move from year to year with greater ease.

For expert help creating a PR checklist tailored to your business, schedule a discovery call with RPR today.

by R Public Relations Firm

PR Tips for Election Season: Getting Your Story Heard

Election season can be a notoriously challenging time for brands looking for media coverage. With the airwaves, newspapers, and social media feeds dominated by political candidates, debates, and polling data, it’s easy for non-political news to get lost in the shuffle. That means fewer media hits for your brand. Here’s how to cut through the clutter and get your story heard.

Know the Landscape During Election Season

Election seasons usually follow predictable patterns: from the intense candidate debates to voter turnout campaigns and, eventually, the final Election Day push. Media outlets focus heavily on political coverage, leaving limited room for non-election stories. If your brand wants to gain media traction, you need to understand the competitive media landscape and adjust your strategies accordingly. 

If your brand operates in the political or social spheres, you might find natural opportunities to insert yourself into ongoing election conversations. However, for other industries, it’s important to understand how to pivot accordingly and mind your niche.

Get the Timing Right

The key to getting media attention during election season is relevance. Brands that align their messaging with current events without forcing a connection are more likely to capture journalists' attention. Ask yourself: How can your brand or product speak to the issues people are talking about right now?

For example, a tech company could share insights into how technology shapes elections or discuss cybersecurity concerns. A healthcare brand might offer expert commentary on healthcare policy debates during the election. Even lifestyle brands can get in on the action by aligning with cultural trends sparked by election season, like promoting unity.

Position Your Brand as Break from the Buzz

Journalists are always on the lookout for non-election stories that provide a break from the intensity of the political news cycle. Position your brand as a breath of fresh air. For instance, a wellness company might pitch a story on stress relief during election season, helping people cope with the intensity of political coverage. This connects to the current climate and presents a relevant and helpful angle.

Audiences are more likely to engage with stories about upcoming events or actionable thought leadership that addresses business challenges. Content with a clear call-to-action or next step for readers usually stands out in a crowded media landscape.

News that provides a refreshing break from the election buzz, like positive community impact stories, can also resonate with both reporters and audiences experiencing election fatigue. So, lean into authentic storytelling to engage audiences with content that gives them a break from election year noise.

Stay Focused and Keep it Local

To stand out, you should stay focused on your message and make sure you keep it local. Localizing your content can give it a better chance of breaking through. Tailor your message to address the unique challenges, events or opportunities in the local area. Whether highlighting a community partnership, supporting a local cause, or discussing a regional issue, focusing on local relevance can make your pitch more appealing to journalists and more relatable to audiences.

Zeroing in on your brand's core message and giving it a local angle will increase your chances of standing out in the crowded media space during election season. It’s a strategic way to ensure your story feels both timely and meaningful to your audience.

It Easy for Journalists to Say Yes

When reporters are inundated with political content, your media pitches need to arrive early and be consistent. Election cycles can create unpredictable news moments, so having your pitch ready to go at just the right time can help make your story an easier sell. 

Reporters appreciate pitches that are easy to execute. When crafting your pitch, provide clear, concise information and make sure it’s newsworthy. Also, high-quality images and readily available quotes can make your story more appealing to time-strapped journalists.

Providing data, research, or quotes from experts can also add credibility to your pitch. For instance, offering insights into how your brand or industry responds to election-related issues—such as economic uncertainty or shifts in consumer behavior—can lend weight to your story.

Call in the Professionals

While many companies attempt to manage their PR efforts in-house, there often comes a point where the expertise and resources of a dedicated PR firm are needed to evolve your brand to the next level. Election season could be that moment for your brand. 

Don’t be afraid to ask for help. It could be the difference between the coverage you want and need and no coverage at all. PR firms invest a great deal of time in building valuable relationships with the media. They can leverage those relationships to help tell your story. PR firms also have their finger on the pulse of the latest content trends. Let them use those insights to help you find the right angle for your pitches. 

While election season can make quality media coverage harder to come by, with the right strategies, brands can still thrive. You can cut through the noise and secure valuable media coverage by aligning with timely topics, offering fresh perspectives, and making life easier for journalists. For more information on getting media during election season, schedule a meeting with RPR today.

by R Public Relations Firm

5 Common Media Missteps and PR Tips to Help You Avoid Them

It happens to the best of us. Even the most seasoned PR professionals can stumble into some scary media missteps. And the consequences can leave brands scrambling to recover. To help keep your message clear and your reputation intact, here’s a look at the five most common media mistakes PR pros encounter—and the PR tips you need to avoid them.

1. Ignoring Your Audience’s Interests

The Mistake: Crafting a message solely from the company’s perspective rather than focusing on what the audience cares about will land you in hot water every time. When brands speak to the audience instead of connecting with them, the message often misses the mark, resulting in disengagement.

PR Tip: Audience research should be the foundation of any PR campaign. Use tools like Google Analytics or audience surveys to gain insight into demographics, preferences, and needs. Build your messaging around what the audience values, not just what the brand wants to say. For instance, a brand launch may seem important internally, but it could fall flat if it doesn’t address why customers should care.

Ultimately, you want to engage your audience with authentic and meaningful content and messaging to boost your visibility and build brand loyalty. 

2. Sending Out Impersonal Pitches

The Mistake: One-size-fits-all pitching is the kiss of death in PR. Generic pitches lack the personalized touch that journalists and editors expect, which can hurt both the immediate pitch and long-term relationships with media professionals.

PR Tip: Research each journalist’s beat and previous articles to understand their interests and angle your pitch accordingly. Use the first line of your email to demonstrate this knowledge and highlight why your story fits their current coverage. This thoughtful approach stands out in an inbox of impersonal pitches and builds respect and trust over time.

3. Skipping Crisis Management Preparation

The Mistake: Hoping a crisis won’t happen isn’t a strategy. Brands that lack a crisis communication plan often face added chaos and confusion when an issue does arise, leading to poor handling and even brand damage.

PR Tip: Proactively build a crisis management plan. Identify potential risks, designate a spokesperson, and prepare key messages that align with the brand’s values. Assign roles within the PR team so everyone knows their responsibilities, ensuring swift and unified responses. Consider conducting regular media training for the designated spokesperson to keep them prepared for high-stakes situations.

4. Missteps in Timing

The Mistake: Timing can make or break PR pitches and campaigns. Launching an announcement on a holiday weekend or during a significant event can bury even the best stories, while missing timely opportunities can cost your company brand visibility.

PR Tip: Be strategic and pay attention to the calendar. If you plan campaigns to coincide with relevant holidays, seasons, or trending topics, you can maximize visibility. Also, consider investing in media monitoring tools to keep tabs on what’s happening in your industry, allowing you to jump on relevant moments and trends to gain traction with your audience.

5. Failing to Track and Measure Results

The Mistake: Without tracking metrics and results, PR professionals miss insights on campaign performance. That means it is going to be more challenging to understand what resonates with the audience and improve future efforts.

PR Tip: Begin every campaign with clear, measurable goals, whether that’s earned media hits, social engagement, or website traffic. Use tracking tools to analyze campaign performance and adapt based on the results. This data-driven approach helps refine current strategies and builds credibility with clients by showing the impact of your efforts.

The PR landscape may be filled with potential pitfalls, but with the right strategies, you can steer clear of these common mistakes. Focusing on key basics like timing and personalization can keep your PR efforts effective and your brand’s message clear. Mistakes happen, but these PR tips can help you navigate media challenges with confidence.

For expert PR tips tailored to your business, schedule a discovery call with RPR today.

by R Public Relations Firm

How to Use Multimedia Content in PR

The use of multimedia in public relations (PR) is growing rapidly. Since digital strategies are on the rise, PR efforts are taking on new forms. In our ever-changing world of social media and AI, PR strategies need to be adaptable.

On average, people spend seven hours a day online. It’s no surprise that PR is going digital to keep up with the audiences who get their news and entertainment via social media. Explore how you can mix multimedia in your PR content. 

Types of Content

Images

The use of images and infographics for your PR efforts can elevate your strategy. If you're trying to get a difficult concept across to your audience, a simple infographic might just solve that problem. In a digital world where almost everything is visual, images are essential for a PR campaign to stand out. 

Videos

Platforms like TikTok and YouTube have become a primary source of entertainment for many. Since their conception, these platforms have housed viral content and elements of pop culture. 

Now, video platforms function as search engines, providing searchers with in-depth tutorials or reviews of new products. Video has become so crucial to online news that a study done by the Reuters Institute found that short news videos were preferred by 66% of their sample, and longer video formats were preferred by about half of their sample. Creating video content for important announcements and thought leadership can be an easily digestible avenue for storytelling and engaging your audience. 

Audio

The accessibility element of podcasts makes it an easy plug into your strategy. Podcasts are a great way to reach an audience that is short on time by giving them a quick snippet of your content. Podcasts are also a commonly reputable source, as 51% of new listeners find podcasts trustworthy, according to AdWeek.

Blogs

Written content is one form of multimedia that will never go out of style. Blogs can be used to promote thought leadership, drive traffic to a website, and establish trust with your audience. When creating blog posts, note how incorporating keywords can boost your SEO (search engine optimization) and increase your website ranking in search engines. 

Interactive Content

Let’s not stop there. Take your PR strategy to the next level by incorporating interactive content. This could look like a video game that sums up your content, an interactive website, or a platform that directly interacts with your audience.

Best Practices

Be Authentic

If using multimedia in your strategy doesn’t make sense, don’t use it. Doing what makes sense for your client is the bottom line, so if making a YouTube channel or starting a podcast doesn’t align with the brand, choose another route. 

Storytelling is Key

Building a compelling narrative is paramount to any PR strategy. When instilling multimedia in your PR strategy, keep in mind how it creates a larger story that supports your key messages.

Stay True to the Brand

When creating multimedia content for clients, keep brand elements in mind. If you’re creating a new brand asset for an organization, ensure all branding elements, like logo and brand colors, are represented correctly. 

Keep Track

If a multimedia strategy works for a client, note it. Staying up to date with the results of multimedia content helps inform future strategies and allows you to create content confidently. 

Multimedia content will change as social platforms advance and people’s media consumption shifts. An important aspect of PR to remember is to remain adaptable. In a modern world, it’s essential to adjust your strategy to fit the changing needs of your audience. The use of multimedia is just one way you can adapt and change your strategy for the better.

by R Public Relations Firm

So You Think You Don’t Need a Crisis Communication Expert

Crises happen when you least expect them. When faced with a business crisis, you may be unsure what to do next or how to mitigate damages. Crisis communication experts help businesses overcome these moments of uncertainty and move forward.

What is Crisis Communications?

Crisis Communication is the strategic communication management of a significant event that threatens an organization’s reputation or operations. It involves the development of a comprehensive plan to address the crisis, communicate key messages, and manage the flow of information. 

Crises vary in severity, and this will always affect the communication plan. Some crisis communication plans require multiple steps to alleviate the effects of a natural disaster or manage a business's reputation amid negative rumors. 

Role of a Crisis Communication Expert

The role of a crisis communication expert is to maintain the reputation of a business through a crisis situation. The crisis communication expert will lead any key messaging for your organization to build trust with your audience and manage momentum after the crisis. 

Hiring a crisis communication expert can bring a new perspective to your organization, allowing you to see your crisis from all angles. This avoids any biases and keeps your team aligned on the bottom line. 

R Take on Celebrity Crisis Communications

Recently, our founder, Emily Reynolds Bergh, was featured in a Newsweek article discussing the controversy surrounding Chris Hemsworth’s feature of creator, MrBeast, on his YouTube channel. 

The controversy started with a video posted by Hemsworth titled, “I Put MrBeast To The Test In The Gym,” in which he and MrBeast worked out with friends to see who could burn the most calories in 30 minutes. 

This video led viewers to voice their concerns in the comments. The YouTuber holds the record for the highest number of subscribers on the platform, with a staggering 317 million subscribers as of late September. Although his content is viewed as rather charitable, he has recently been accused of staging his content and hiring a registered sex offender to work with his team. Videos of him using racial and homophobic slurs have also resurfaced amid these accusations.

So, where does this leave Hemsworth? Many PR experts (our team included) have weighed in on the issue, agreeing that this YouTube video may leave many questioning Hemsworth’s decision. Still, it won’t likely cause irreparable damage to his reputation. 

Our years of experience with crisis communications have taught us how to mediate these types of crisis situations. As for the controversy over Hemsworth’s video, we believe that he simply posted the video too soon; much of the crisis could have been mitigated with different timing.

Mr.Beast Controversy and R Founder, Emily Bergh's Statement

"The dust has not settled," Bergh told Newsweek. "The MrBeast controversy is still too new... You need people to know you're sorry. Remain quiet and demonstrate that you’re not trying to deflect.” Bergh continued, “People need to know he actually is looking at himself, his past associations, and actions—not just saying he is."

Recommended Steps for Managing a Crisis

We always recommend implementing the following steps when encountering a crisis situation: stop, apologize, acknowledge what you did and what you can do better, and then make a plan and stick to it. People can see when an apology is fluff, so be authentic when acknowledging your mistake and dedicate time to reflect. These steps help reestablish trust with your key public audiences and avoid contradictory actions. 

Whether you’re a celebrity, international business, or anything in between, it’s vital to consider how decisions affect your public image. You can apply these steps to any similar situation, no matter what kind of business you are. 

If you encounter a crisis, seriously consider if hiring a crisis communication expert is right for you. In most cases, a crisis communications expert will help your business bounce back from a crisis by providing positive messaging guidance and keeping you on track.

by R Public Relations Firm

The Impact of Podcasts on Your PR Effort

Podcasts are growing rapidly, so much so that podcast listeners are projected to reach over 110 million by 2029, according to a study done by Statista. According to Demandsage, there are around 4 million podcasts worldwide as of August 2024. Podcasts cover a vast range of topics and have become a source of news, inspiration, and entertainment for many. The increasing popularity and demand for podcasts are apparent, and industries, including public relations (PR), are accommodating this shift in content. Here are a few ways to use podcasts to your advantage in your PR effort.

Why Use Podcasts for Your PR Effort?

Deciding if podcasts are suitable for your PR strategy can be tricky. According to Forbes, many podcasts only have a couple dozen listeners, but don’t let this discourage you. Even if your listenership is small, the effects can be mighty. When developing podcasts, you have a better chance of reaching loyal members of your target audience. This is only one of the many benefits of incorporating podcasts into your PR effort.

Read on to learn about the various ways podcasts can benefit your PR strategies and campaigns.

1. Thought Leadership

Podcasts are a great way to discuss topics in depth and build trust. According to the Pew Research Center, two-thirds of podcast listeners find podcasts to be a trustworthy source and expect information to be accurate. If you're looking to build authority within your strategy, developing a podcast can be a great way to do so. Showcase your expertise by deep-diving into your niche and becoming a source of truth.

2. Tell a Story

The best stories are told verbally. Podcasts are a great way to deliver content entertainingly and concisely. Podcast content allows you to take control of your narrative and tell stories how you want. Since podcasts are an “owned” platform, meaning you have full control over them, you get to decide how long or short the episode is, your tone and delivery, and any other factors like whether you want to add a video format to your podcast. Not to mention, consumers find podcasts easy to consume and are more likely to gravitate towards podcasts for long-form content. 

3. Establish Brand Voice

What better way to establish your brand’s voice than giving it an actual voice? When planning your podcast, consider all aspects of how it will enhance your brand. Many podcasts use music to separate sections of an episode or incorporate a Q&A for viewers. Choosing the right person to host your podcast, your podcast title, and any supporting guests are all important ways of conveying your brand's message and building brand awareness. 

4. Reach Your Target Audience

A unique feature of podcasts is that there is something for everyone. If you’re looking to reach a niche audience, podcasts might be the route to take. With genres ranging from comedy and education to business and news, there’s something for all podcast listeners to enjoy. Reaching your desired audience is often a leading goal in PR strategies, so developing a podcast may be an easy solution.

5. Boost SEO 

Podcasts are another medium in which you can plug keywords into your content. Since Google can now audio index podcasts via Google search, your podcasts can appear in search results for your top keywords. You can also include a written transcription of your podcast episodes to share on your website and accompanying blog content for total SEO optimization. 

Podcasts have met consumers' need for easily accessible news, information, and entertainment. Creating a podcast can generate authenticity with your audience and give you a forum to share information and stories. When creating your next strategy, consider the benefits of podcasts. Not only is this trending medium valuable to your brand and audience, but it also makes a lasting impression on your PR efforts. 

by R Public Relations Firm

How PR Professionals Are Fighting Back Against Misinformation in the Age of Fake News

In a digital landscape that moves at the speed of light, the rise of fake news has become a significant challenge for public relations (PR) professionals. Fake news presents new and growing challenges to PR efforts, with misinformation spreading rapidly across social media platforms and even traditional news outlets. The growing public distrust of media and the need to safeguard brand reputation have transformed how PR firms operate, making it critical to understand and navigate this new reality.

The Rise of Fake News

Fake news, often defined as false or misleading information presented as legitimate news, has gained traction due to the widespread use of social media and the internet’s ability to disseminate information instantly. A recent study found that falsehoods reach 1,500 people six times faster than the truth. This phenomenon is not just a problem for the general public but also for brands and PR firms tasked with maintaining a positive image in an increasingly skeptical world.

The ease with which fake news can be created and shared has led to a significant rise in misinformation. A single tweet, blog post, or video can go viral within minutes, reaching millions of people before any fact-checking can occur. This speed and reach pose a unique challenge for PR professionals, who must now be more vigilant than ever in monitoring the digital landscape for potential threats to their clients’ reputations.

Public Distrust of Media

As fake news continues to expand its reach, public trust in the media has eroded. According to a recent survey by Gallup, 29% of U.S. adults have “not very much” trust, while a record-high 39% register “none at all.” That means nearly four in 10 Americans completely lack confidence in the media. This growing distrust means that even legitimate news sources can struggle to maintain credibility, impacting the effectiveness of PR campaigns.

For PR firms, this distrust presents a double-edged sword. On the one hand, working with credible media outlets is necessary to get clients' messages across. On the other hand, there is an increasing awareness that audiences may be skeptical of any news, making it harder to build and maintain trust. PR professionals must now go beyond traditional media relations, focusing on transparency, authenticity, and building direct relationships with their target audiences.

The Impact of Fake News on Pitching

In this environment of skepticism and misinformation, pitching to media outlets has become more complex. Journalists are inundated with pitches, many of which they disregard due to the sheer volume of content they receive. With the added burden of ensuring that the information they report is accurate and trustworthy, journalists may be even more selective about the stories they cover.

For PR professionals, this means that pitches must be more compelling, data-driven, and backed by credible sources. A well-crafted pitch is no longer enough; it must be supported by evidence, expert opinions, and verifiable data to stand out. Moreover, building long-term relationships with journalists and media outlets has become essential to ensure that pitches are not only heard but also trusted.

PR firms must also be prepared for the possibility that their pitches might be scrutinized more closely than ever before. Any hint of exaggeration or inaccuracy can lead to a pitch being rejected or, worse, damage the credibility of the brand and the PR firm itself. This necessitates a higher standard of ethical communication, where transparency and honesty are paramount.

Protecting Brand Reputation

The rise of fake news has also forced PR firms to take a more proactive role in protecting their clients' reputations. In the past, managing a brand's reputation was primarily about controlling the narrative through positive media coverage and responding to crises. Today, it involves constant vigilance and the ability to respond quickly to misinformation before it can take hold.

Crisis management has become a critical component of PR strategies in the age of fake news. PR firms must be prepared to address false claims, correct misinformation, and communicate clearly with the public to mitigate any damage to their clients' reputations. This often requires a multi-channel approach. Leveraging social media, press releases, and direct communication with stakeholders to ensure the truth prevails.

Moreover, PR professionals must educate their clients about the risks of fake news and the importance of maintaining a strong, authentic brand presence. By fostering open communication and transparency, brands can build trust with their audiences, making them less susceptible to the influence of fake news.

The rise of fake news has impacted the field of public relations, creating new challenges and opportunities for PR professionals. As public distrust of media grows, PR firms must adapt by enhancing the credibility of their pitches, protecting brand reputations more vigilantly, and fostering direct, transparent relationships with their audiences. In this era of misinformation, the role of PR is more critical than ever in ensuring that the truth is heard and trusted.

By understanding and addressing the impact of fake news, PR professionals can navigate this complex landscape and continue to represent and protect the brands they serve effectively. For more information on navigating the challenges of fake news in today’s PR landscape, schedule a meeting with RPR today.

by R Public Relations Firm

What To Do When Your Media Pitch Falls Flat

Even the most carefully crafted media pitch can sometimes fall flat. If you've experienced this, you're not alone—every PR professional has faced the challenge of a pitch that just doesn't resonate. But what you do next can make all the difference. Here's a guide to help you navigate this situation, turn it around, and achieve the media coverage you seek.

1. Assess and Analyze the Situation

The first step is to figure out why your pitch didn't land. Review the pitch with a critical eye, considering these factors:

• Relevance: Was the pitch relevant to the journalist or media outlet? Tailoring your pitch to the specific interests of the journalist and the publication is crucial.

• Timing: Did your pitch coincide with a major news event or another story that took precedence? Timing can make or break a pitch.

• Clarity: Was your message clear and concise? Journalists are often overwhelmed with pitches, so clarity and brevity are essential.

• Value: Did your pitch offer something newsworthy or valuable to the audience? Make sure your story has a strong hook.

Ask for feedback from the journalist or media outlet. While you may not always receive a response, constructive criticism can offer valuable insights.

2. Revise and Refine Your Pitch

Once you've identified potential weaknesses in your pitch, it's time to revise and refine it. Consider the following adjustments:

Personalize your pitch.

Go beyond generic pitches by addressing the journalist by name and referencing their previous work. Demonstrating that you've done your homework can significantly increase your chances of getting noticed.

Strengthen your hook.

Make sure your pitch has a compelling hook that grabs attention right away. This could be a unique angle, a surprising statistic, or a timely connection to current events.

Craft an attention-grabbing subject line.

The subject line is the first thing a journalist sees, so make it count. Craft a subject line that's intriguing and informative, clearly indicating the pitch's value.

Emily Reynolds Bergh, the founder of R Public Relations Firm and a public relations guru, recommends, “If your pitch still seems lackluster, consider changing the angle entirely. Sometimes a fresh perspective can breathe new life into a story.”

3. Target the Right Outlets

Maybe your pitch didn't resonate because it wasn't sent to the right outlets. Research your media list and ensure you're targeting journalists and publications that align with your story. Tools like Cision and Muck Rack can help you identify the right contacts and track their recent work.

If you realize your original targets weren't the best fit, expand your list. Sometimes, a niche publication or a local outlet is more likely to pick up your story than a major national newspaper.

4. Follow Up Thoughtfully

Following up can be a delicate balance. You don't want to be pushy, but you don't want to miss an opportunity. When following up, keep these tips in mind:

• Be polite and professional.

Always approach follow-ups with a courteous tone. A simple, "I wanted to check in to see if you had a chance to review my pitch," can suffice.

• Offer additional value.

Use the follow-up to provide extra information or a new angle. This could be an updated statistic, a quote from a relevant expert, or an upcoming event that ties into your pitch.

• Know when to move on.

If you have not received a response after one or two follow-ups, it may be time to move on. Consider pitching the story to another outlet or revisiting it later with new information.

5. Learn and Adapt

Every failed pitch is a valuable learning opportunity, offering insights that can significantly enhance your future PR efforts. Again, assessing, analyzing and even keeping a detailed record of these observations can help you identify patterns over time, allowing you to refine your strategy.

Bergh adds, “The PR landscape is constantly evolving, influenced by shifts in media consumption, emerging technologies, and changing social narratives. What worked yesterday may not work tomorrow. Stay adaptable and open to change.”

Consider experimenting with new formats, such as multimedia press releases, or exploring different platforms, like podcasts or social media, to reach your target audience. Additionally, don’t hesitate to seek out new learning opportunities. Attend industry webinars, read up on the latest PR trends, and engage with other professionals in the field. The more you invest in continuous learning, the better equipped you'll be to adapt to the ever-changing media environment and refine your pitches to align with current best practices. 

When your media pitch falls flat, it's not the end—it's a chance to regroup, refine, and reengage. Keep learning and stay persistent, and you'll increase your chances of getting the media coverage your story deserves. If you need advice on how to reposition your pitch, we can help. Schedule a meeting with RPR today. 

by R Public Relations Firm

Media Training 101: Insider Tips from the Pros

In today's rapidly evolving digital landscape, effective media communication is not just a skill but a necessity for individuals and organizations. Whether you're a business leader, public relations specialist, or an entrepreneur, mastering media interactions can significantly enhance your brand's reputation and reach. Media training is designed to teach business executives, public relations teams, and other key members of your organization the tools and strategies they need to ensure that any interactions they have with the media result in positive media coverage for the company. 

Here are five essential media training tips from the pros to help you navigate interviews, press conferences, and public speaking engagements with confidence and poise.

1. Understand Your Audience

One of the fundamental principles of media training is to know your audience. Before engaging with the media, it's essential to research and understand who you are speaking to. This knowledge helps tailor your message to resonate with the audience’s values, interests, and concerns.

Why it Matters: Tailoring your message to your audience's values, interests, and concerns can make your communication more impactful and engaging. Whether you're addressing potential customers, stakeholders, or the general public, aligning your communication with their interests can enhance engagement and effectiveness.

Pro Tip: Develop audience personas and prepare key messages for each group. This strategy allows you to shift your communication style and content seamlessly to meet the needs of different audiences.

2. Craft Clear and Concise Messages

Clarity and brevity are paramount in media communication. The best media professionals excel at delivering messages that are both clear and concise, avoiding jargon and overly complex language. This approach helps ensure that your key points are understood and remembered.

Why it Matters: In a media landscape with short attention spans, concise messaging helps maintain the audience's focus and prevents misinterpretation. It also makes it easier for journalists to quote you accurately.

Pro Tip: Use the "rule of three" to structure your messages. Break down your main points into three clear, easily digestible segments. This technique aids in retention and provides a simple framework for your audience.

3. Practice Active Listening

Active listening is a crucial skill during media interactions. It involves fully concentrating, understanding, and responding thoughtfully to questions or comments. Active listening ensures that you address the interviewer’s questions directly and provides an opportunity to clarify any misunderstandings in real-time.

Why it Matters: Active listening helps build rapport with journalists and audiences. It demonstrates respect and attentiveness, which can lead to more productive and positive interactions.

Pro Tip: During interviews, maintain eye contact and nod occasionally to show you are engaged. Pause briefly before responding to ensure you fully understand the question and to give yourself time to formulate a thoughtful response.

4. Manage Your Non-Verbal Communication

Your body language, facial expressions, and tone of voice play a significant role in how your message is received. Non-verbal cues can reinforce or undermine your message, depending on how well they align with your verbal communication.

Why it Matters: Consistent and positive non-verbal communication builds trust and credibility. It helps convey confidence and sincerity, which are critical for maintaining audience engagement and trust.

Pro Tip: Practice in front of a mirror or record yourself to become aware of your non-verbal habits. Pay attention to your posture, gestures, and facial expressions. Aim for open and confident body language, such as standing or sitting up straight, making appropriate eye contact, and using hand gestures to emphasize points.

5. Use Media Training to Prepare for Tough Questions

Media interactions often include challenging or unexpected questions. Being prepared to handle these effectively can make a significant difference in maintaining control of the narrative and protecting your reputation.

Why it Matters: Handling tough questions with grace and confidence prevents you from being caught off guard and helps maintain credibility. It also demonstrates transparency and honesty, which are valued by both the media and the public.

Pro Tip: Anticipate potentially tough questions and prepare thoughtful, concise responses. Practice these responses through mock interviews with colleagues or a media training professional. This preparation helps you stay calm and composed during actual interviews.

Bonus Tips for Effective Media Training

Emily Reynolds Bergh, the founder of R Public Relations, is a public relations pro with over 15 years of experience delivering personalized, top-caliber PR services. Bergh explains, “Effective media training is invaluable for individuals and organizations who want to level up their public relations toolkit, so you can confidently navigate interviews, convey key messages, and build a positive public image.”

Here are a few additional media training pointers from Bergh:

• Stay On Message: Regardless of the direction of the interview, always steer the conversation back to your key points. Use bridging phrases like, "What's important to remember is..." to redirect focus.
• Control the Pace: Speak at a moderate pace to ensure clarity and allow the audience to absorb your message. Avoid speaking too quickly, as it can lead to misunderstandings and give the impression of nervousness.
• Know Your Platform: Different media platforms require different approaches. Adapt your style for television, radio, print, or online interviews. For example, television interviews often require more concise and visually engaging responses, while print interviews allow for more in-depth explanations.

Mastering media training involves understanding your audience, crafting clear messages, practicing active listening, and preparing for tough questions. These skills, when honed, can significantly enhance your ability to communicate effectively with the media, thereby boosting your brand's image and influence. By following these tips from the pros, you'll be well-equipped to handle any media interaction with confidence and professionalism.

Media training is not a one-time effort but a continuous process of learning and adapting. As the media landscape evolves, staying updated with the latest trends and techniques will not only ensure you remain an effective and impactful communicator but also keep you motivated and eager to improve.

by R Public Relations Firm