Just five years ago, 51 percent of journalists looked to blogs for story ideas, for research or for finding sources, according to ZDNet Research. Fast forward three years to 2008, and that number is up to 75 percent (Brodeur and MarketWire).
Social media and social networking are changing the landscape of traditional media relations. And so, we adapt.
We optimize our news releases for search engines, we create customized, short email pitches for bloggers, and we get on Twitter and follow specific reporters. But in the end, we’re still after the same thing we were 20 years ago: building relationships.
In my experience working with the media, nothing beats meeting face-to-face or even picking up the phone and having a quick chat. Twitter, Facebook and LinkedIn certainly have their uses – quite good ones at that. In fact, my colleague Matt Dunn recently blogged about how he developed a relationship with a reporter via Twitter, and multiple media stories have resulted.
In Matt’s case, and the many I’ve encountered working in this business, I’ve been reminded that people want to make a connection. Reporters included.
Here are three simple steps you can take to further build relationships with the media or any other key audience. Consider these a reminder for getting off on the right foot in 2010.
1. Make the connection. Set up some time to meet with the person. Face time is invaluable and truly strengthens your relationship. If you can’t meet, pick up the phone to check in on a regular basis.
2. Find the communication channel that works. Does the person respond best via email? Or maybe he or she prefers a phone call or a conversation over Twitter. Use the channel that works best for the recipient and you’ll be more successful in getting your message across.
3. Be gracious. Whether in media relations or other relationship-building activities, being kind and gracious goes a long way. For example, sending a thank you note after a meeting that expresses appreciation for the time spent is a no-brainer (read Eric Morgenstern’s blog about the importance of a handwritten note).