The equation for understanding the media in today’s world

Mar 22, 2016
The equation for understanding the media in today’s world

It’s been over ten years since I actively worked in a newsroom.

However, the memories are still very fresh. It was collaborative atmosphere that was rapidly changing, depending on the news event. However, it was essential that we had the vital information, so the broadcast we were putting together was factual and trustworthy.

Fast-forward to 2016 and those words could really describe today’s world.

We are collaborating now, virtually and in person, more than ever. The news cycle can change very quickly and how we disseminate that news is just as fast, especially thanks to social networks like Twitter.

This fast pace can also lead to communications pros believe that the media want their information just as fast. This is far from the case. It’s best to, as the kids say, “slow your roll.” Those in the media are part of the solution to helping get our clients’ stories told to a vast array of audiences.

Think about this equation: Communications + Media = Storytelling

Ok, so it’s not exactly THAT simple. But, working with the media is integral and understanding how reporters, editors, and producers work in today’s world helps the above equation make sense.

I’ve often talked about why developing relationships with the media is important. You cannot treat a pitch like a one-off. In baseball, a manager may bring in a relief pitcher to face one batter. We, as communications pros, can’t take that same approach.

A relationship only works if we continue to put the effort and care into it.

Working with the media is something that should be fostered. We take the time with our clients to develop a trust; it’s essential, especially in 2016, that communications pros do the same with our media contacts.

My friend and colleague, Ben Butler, and I have often discussed why the process of pitching and developing relationships with the media. It all comes back to getting a feel of not just a proven media relations process, but learning it from those in the trenches.

The Secrets of Power Pitching course we started a few months back gives pros new and old the steps to successfully pitch the media without dancing around anything. We wanted to present a process that anyone—regardless of background—could learn and utilize. The course will help you better understand what goes into a pitch, how to understand the media and what they are looking for, and how to develop that relationship.

Make the equation’s answer be getting your stories told.

Jason Mollica is the president of JRMComm, a public relations and social media marketing consultancy, located in a suburb of Buffalo, N.Y. He combines knowledge of the broadcast news industry, traditional public relations expertise, and today’s new and innovative social media tools to assist client in maximizing their full potential. Follow him on Twitter.
Photo: Journalist, news conference via Shutterstock

About the author

Prof. Lecturer @AU_SOC. Digital strategist, speaker, Branding Champion; proud husband, dad. @TempleUniv, @GradPurdue alum. Truth, Ethics, & Transparency.

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