An Ever-Changing and Complex Industry

In an industry that undergoes change at the drop of that hat, it's only natural for those planted in the midst of it all to want to grab on to each other like a warm security blanket. Well, not exactly, but considering all of the advancements that the world of media technology has undergone, it is not only comforting--but beneficial--to have a strong list of media contacts.

http://www.psfk.com/2009/01/
are-all-these-face-to-face-
meetings-necessary.html

With that said, said technology developments has put a strain on the personal aspects of these media relations. Society has one thing on its mind these days--immediacy; the ability to have information ready and available within seconds after the event occurred. While media relations are still maintained, they become a lot less personal because conversations are through emails, texts, etc. A personal phone call? No way. A business lunch? If you can find room in your BlackBerry's booked calender.


This isn't to say that all colleagues need to be life-long besties, but if one must work with someone for what should be years, it seems desirable to know more than just their pin number or Facebook friend count. 


Forming relationships with the media is pivotal in the success of any business, especially nonprofits. Let's face it. The media will be responsible for getting your news story (promotional material, etc.) out and into the public. If they have no idea who or what your company is, why would they care to relay the message? If you constantly hound them through emails or phone calls promoting story after story, chances are they will not be too fond of you. A healthy medium needs to be reached; one in which both parties will benefit from the interaction. 


It kind of seems like common sense, but your organization should be run as professional as possible. This includes press releases, fact sheets, contact info, interviews, press conferences, VNRs and major events. Not only should materials represent your business to the highest standard, but employees should as well. An organization that runs like butter will be appreciated by media contacts as well as sought after. If you make their job easier, why wouldn't they want to work with you?


The most important thing to remember is TO BE PROACTIVE. Not one reporter is going to seek your organization out, time after time, looking for story after story. There are endless mediums available to reach out to the media and only those companies willing to professionally take advantage of them will leave their mark in the fast-paced industry.