Isn’t PR Just Media Relations?

You have likely heard the terms media relations and public relations used interchangeably. While there are similarities between the two, they are not the same thing.

Public Relations

We can define public relations as a long-term and strategic communications process that develops mutually beneficial and lasting relationships between various organizations and their target audience. These various audiences include customers, employees, industry leaders, government bodies, investors, suppliers, charities, and the media. PR firms can devise PR campaigns that resonate with these audience groups.

Media Relations

Media relations, on the other hand, is an aspect of public relations. The two terms are not strictly interchangeable since media relations focuses solely on the relationship between an organization and the media. These can be editors, reporters, and journalists at online publications as well as print media outlets such as Forbes and The Washington Post, or producers from radio and TV stations.

Here are some reasons why public relations and media relations are not the same.

Story Development and Broadcasting

Public relations focuses on helping companies or organizations find their story and determining what they would like to say and to whom. This shows the importance of strategic public relations.

On the other hand, with media relations, key stories are assigned a platform and widely distributed to consumers of news. The evolution of technology has opened the doors for organizations to explore different methods to reach audiences, such as with blogging and social media.

However, while these mediums are still relatively new, they do not eliminate the need for traditional news, like television, newspapers and radio. Traditional news is still one of the most effective ways to share your message with a large audience. It is also cost-effective.

Number of Channels

Public relations specialists look to develop and foster the relationships between their organization and stakeholders. To do this, public relations professionals may utilize various and diversified channels, such as a company blog, various social media platforms, or even special events for communicating effectively and directly with those individuals.

In contrast, media relations tend to focus on just one important channel: the press.

If you use the press as the channel for communicating with stakeholders, it not only allows you to meet stakeholders where they are already — using what they are already watching, reading, or listening to — but it helps add third-party validation to your message. Underestimating the importance of third-party validation is detrimental. Think about how persuasive and credible a message is coming from a source, like Forbes or The New York Times, versus coming from a newly-established Twitter account.

Ten Days, Ten Lessons Learned from Former White House Director of Communications, Anthony Scaramucci

Lesson #1: Do not, under any circumstances, initiate a telephone call with a journalist, assuming your conversation will not be printed, especially if the conversation includes cussing against your colleagues, who work with you on a daily basis and then hope to keep your job.

Lessons #2-10: See Lesson One.

Mooch out. #themooch #themoochisloose (via giphy)

What does Off the Record Mean?

The phrase "off the record" is commonly used to describe a situation where an individual shares information unofficially without expecting it to be publicly disclosed or attributed to them. It is often associated with confidence, allowing team members or business partners to exchange candid views or sensitive details without repercussions. However, relying on this approach may have risks, as trust must be established between parties involved in off-the-record discussions. Understanding the dynamics and implications of off-the-record conversations is pivotal when considering new strategies or making informed decisions based on confidential information.

Why Nothing is EVER Off The Record

In today's fast-paced digitized world of journalism, trust is a fragile commodity that both parties, journalists and their sources, must handle with care. Many believe that by insisting a conversation is "off the record," they can protect themselves from unwanted exposure, but this mindset can be a dangerous game to play. The inherent nature of a journalist's profession is to seek out newsworthy material that often thrives on a story's unpredictable and revealing aspects. With media houses competing fiercely for exclusive scoops, there is always a risk that what was formerly agreed upon as "off the record" information becomes irresistible fodder for a breaking story. Navigating the complex boundaries of media ethics and the ever-evolving landscape of news reporting further complicates the matter, making it vital for individuals to approach conversations with journalists with caution, discernment, and the understanding that nothing is EVER truly off the record.

Times You Should NEVER reach out to a journalist

When reaching out to a journalist, certain circumstances may be counterproductive or even damaging to your business or organization. One such instance is when you need a newsworthy story or announcement to share, as this may be perceived as a waste of the journalist's time and, consequently, could harm your professional relationship with them. It would help if you also thought twice about contacting a journalist when you have confidential or off-the-record information, as this can lead to mistrust and jeopardize your credibility. And finally, if there is an ongoing legal dispute or sensitive internal matter related to your company, refrain from contacting media professionals, as it may result in unfavorable publicity or exacerbate the situation. Maintaining a positive and respectful rapport with journalists is crucial for effective media relations, so be mindful of appropriate timing and context when initiating contact.

Ready to grow your business with the help of media relations?

At TrizCom Public Relations, we want to ensure you get the best earned media coverage possible. We know how hard it can be to craft an effective press release or to know what you can and cannot say to a journalist. So with our experienced team of professionals, we'll work with you and provide support every step so you can tell your stories to the world. From media training sessions to PR services like strategic media placement, stories will be heard about your brand in ways never thought of before.

Don't settle for anything less than stellar — increase visibility and sales through tailored publicity tools from us at TrizCom Public Relations. Enjoy peace of mind knowing that all conversations go through our management first - no surprises here! Our team is always one step ahead regarding avoidance tactics and bridging, so that's one less worry off your plate. 

Get started today – call 972-247-1369 for a free consultation or visit https://www.trizcom.com/public-relations-services for more information.

Don’t Just Pitch Stories, Pitch Sources!

As public relations ‘practitioners’ (a $20 word), we pride ourselves on our ability to pitch the media just the right story at just the right time. In doing so, we go through a mental checklist of suitability factors. Number one: is the story news and noteworthy? If you have to ruminate on this point, it probably isn’t. Can you make it news and noteworthy? Well, it is our job to find the angles…

When we approach the media in our outreach efforts, we like to do a little exercise where we put ourselves in our target’s shoes. When they get your emailed pitch, will it be greeted with a slow, approving nod? Or an eye roll, banished forever in the Deleted Items folder? We’re always aiming for the slow, approving nod. Hopefully followed up with an immediate reply or a call asking for more information.

CNN’s Anderson Cooper demonstrates the eye roll

Do you see what just occurred there? What we’re really trying to do is help the media. We want to make their jobs easier, which is no small task considering how many times they likely roll their eyes each and every day. And if we’re truly trying to help our friends in the media secure coverage for our clients, why not find new and inventive ways to do so?

Pitch sources, not just stories.

Is your client an expert on anything? If you don’t think so, maybe you have the wrong client. You need to find inventive ways in which you can pitch your client sources to the media. If successful, that’s the very definition of an industry thought leader, correct? Being able to feature a client of yours on the news or in the newspaper is an ideal way to attach credibility to their product or service. The source subject is almost always featured by name—and by company.

Source pitching works extremely well if you can attach your client to a breaking news story. If an issue or current event is at stake and your client has a valuable opinion on it, don’t be shy about sending a brief note to your contacts in the media. List out their areas of expertise and how they might contribute to the overall conversation.

What Breaking News looks like…

We’re doing a little of that ourselves these days. Fortunately for us, the Trump Administration is the gift that keeps on giving. Their American Health Care Act and proposed budget cuts to Medicaid may end up being a banner day for our nonprofit client, Community Council of Dallas. One of the Community Council’s core missions is to advise and assist consumers in navigating the health care marketplace. If we can secure them as a viable source to break down the issues for viewers and readers, everyone comes out ahead. And we get a few more media hits to add to their online newsroom.

When you pitch the media a source instead of a story, you’re attempting to do them a favor. You’re basically saying, “We know your time is valuable, and you may be too busy to line up sources on your own. Let us to do the heavy lifting.”

That’s the true beauty of pitching a source. And the definition of a win-win situation.

Tap, Tap, Tap … Is This Thing On? Tips to Nail a Radio Interview

We are constantly pitching our clients for radio interviews. All sorts of formats: news pieces, CEO interviews, product announcements, expert commentary, celebrity phoners … the whole gamut. While the concept of capturing a conversation on air seems simple, it is often not.  Just like being a Boy Scout, the key to having a successful radio interview is to BE PREPARED.

Prepare for an abrupt start. Most radio interviews are done by phone, not in studio, and most stations prefer to call you. Some producers call a few minutes before the interview begins, allowing you to listen for few minutes to get a feel for the program’s tone. But others wait until the last possible second, meaning you’re on the air within moments of picking up the phone. When you pick up the phone, be ready to go live on a second’s notice—or on no notice at all. You’ll hear the host over the phone line, so turn your radio off to avoid hearing a distracting delay.

Express passion. Sure, you’re on the radio. But listeners will hear it if you stand, move your hands and smile—so get a telephone headset and gesture away. Try to match or slightly exceed the host’s energy level to avoid sounding flat.

Sit close to the microphone (in-studio). New Radio 1080 KRLD’s David Johnson always tells our clients to “sit uncomfortably close to the microphone.” We can literally hear the distance when the interview airs.

Make the connection (in-studio). We suggest that our clients make eye contact with the host and speak with them as if they are having a great conversation at a party. Be confident, smile. The listener hears confidence. It’s absolutely acceptable to bring a few notes or talking points in studio, but never read them—glance down occasionally if you need to and try not to lose your connection.

Don’t depend on them to make the plug. You’re probably on the radio because you want to promote something—a new book, your website, your company. Although many experienced hosts are adept at “plugging” whatever you want promoted, some aren’t. We send the producer a short bio and key points in advance of the interview which many hosts use verbatim to introduce me on the air.

The truth is in the tape. Few people enjoy listening to tapes of their interviews, but doing so can help you identify and fix problem areas. This is where you hear those dreaded “uhs.”