As a public relations consultant, my job is facilitating a one-to-one relationship for my clients with their customers. Knowing what customers think and how they use your product is important. The only way to know this is to have an ongoing conversation and dialogue.
Relationships, not spam
The same is true for the media, meaning editors, journalists, reporters, bloggers and producers. Many times I’ve have prospective clients tell me that they’d like to create press releases that they can send out broadcast style. To which I say no. And you should too.
The same thought is just as valid when it comes to distribution of media or press kits. Research, target and then pitch. Use a PR rifle, not the old shotgun.
Digital, online newsrooms for company materials
These days, everyone prefers electronic media. So, it only makes sense to have an online media kit to which you can direct interested journalists. It should include copies of all media releases, video releases, high resolution photos of product(s) and key staff personnel, bios/backgrounders on all key personnel, fact sheets, and links to recent clips.
When pitching, present the pitch and direct the journalist to your online media area. Most journalists can’t accept attachments. When they do accept attachments, make sure you know what type they prefer. Some don’t want PDFs because they can’t copy and paste from them as easily as from a .txt document or a MS Word document. My practice is to ask what the contact prefers and then to provide them exactly what they prefer.
Journalists’ preferences matter
Our whole job is to make the journalists’ jobs easier. To give them targeted information about what they want, when they want it, the way that they want it.