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4 tips to navigate the nontraditional media

By Marjorie Comer

Knowing how to cooperate with nontraditional media can be very useful for your company.

With today’s ever-changing landscape of technology, the shuttering of brick-and-mortar businesses and media outlets popping up or leaving the industry, many believe that print media is dead and, along with it, public relations. However, PR is far from dead.

While PR is still alive and kicking, the fact is that traditional PR doesn’t work anymore. And today, there are far too many PR professionals using traditional media relations tactics to gain media coverage for their clients. PR is evolving and many PR pros are dragging their feet to the changes rather than embracing them. Learning to navigate outside the old media relations tactics can be frustrating. Here are four tips you can use to update your game and delight your clients.  

  1. Consider all options.
    PR professionals sometimes get stuck in the traditional media hole – often because their clients want the coveted New York Times or Wall Street Journal interviews. As a PR professional, it’s important to educate your clients about looking at all media outlets and channels available to them – including blogs and podcasts.
  1. Take advantage of accommodating outlets.
    Many nontraditional (sometimes smaller) media outlets will often make accommodations to ensure your client feels comfortable in order to gain an interview. Research and create relationships with those outlets and reporters.
  1. Form lasting relationships.
    Because reporters are inundated with pitches, relationships matter today more than ever. Offer insight from your client that may tie into national topics that journalists want to write about. Connect with reporters on social media, find ways to engage with them and do your research before blindly pitching to them. Become a trusted source for reporters and media outlets. You never know what good can come from it.
  1. Share.
    Share your client’s media coverage with others. If they participated in a podcast or radio interview, pull quotes and share a link to the interview with digital-only outlets in their vertical. This ends up being a half-written article for the reporter (or blogger), and, it adds credibility because it’s not simply based on your client’s owned content. And, the podcast site is thrilled you’re promoting it. From there, the post gets shared and repurposed on even more sites. Sometimes traditional media takes notice and writes an article too!

If you’re a PR client, it’s critical to understand the changes happening in media relations. A top mistake companies make with their PR partnerships is being unwilling to participate in interviews with smaller media outlets or smaller roles with bigger outlets. These four tips can help you maximize your return on your PR investment and increase your brand awareness.

Despite what some may think, PR isn’t dead. It’s flourishing as more and more nontraditional media outlets gain exposure and move up the ranks. Don’t be afraid to change with the times. Check out Axia Public Relations’ e-book Learn Media Relations from the Media to hear it straight from the mouths of members of the media.

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marjorie-comer-axia-pr.jpgMarjorie Comer is an award-winning PR professional. She graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Marjorie has worked for Axia Public Relations since October 2011. Follow her on Twitter @Marjorie_Comer. Learn more about Marjorie Comer.



Featured image credit: 123rf.com

Topics: media relations, public relations

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