As public relations continues to evolve, mastering the skill of media relations from the initial pitch to securing client coverage is an art and a science.
Crafting the perfect pitch is like preparing a delicate dish – it requires a balance of ingredients, impeccable timing and perfect presentation. From the opening sentence to the closing remarks, each word must captivate, intrigue but most importantly resonate, so the journalist is enticed to delve deeper into the story.
South Africa has a diverse media landscape, with many cultures, languages and social issues at play. It resembles a complex puzzle that requires the correct pieces to come together for a complete picture.
Making the story sing
A good pitch, one that will pique the journalist’s interest instead of getting binned, isn’t just about telling a story; it’s about making the story sing, tapping into their values, interests, and what matters to them and their audiences.
Whether it’s getting the language just right or presenting topics from a different perspective, a pitch that connects with media shows that you really understand who you’re talking to and who their audience is. This connection increases the likelihood of your story being featured.
Journalists receive numerous pitches every day, highlighting the need for PR professionals to create pitches that truly stand. A pitch that resonates will help build long term credibility and trust with the journalist who you will probably have to work with more than once.
Two-way street
By emphasising relevance, authenticity and understanding the local context, PR professionals can build stronger relationships with journalists and media outlets. This approach leads to storytelling that matters and coverage that resonates with the diverse audiences across South Africa.
The relationship between PR professionals and journalists is a two-way street, characterised mutual respect and understanding. As the industry evolves, so does this dynamic. Collaboration and transparency are key to foster a partnership that benefits both sides.
PR professionals must be honest and uphold integrity in their dealings with journalists, with the intention of developing a relationship that is mutually beneficial.
In this digital-first world, the rise of social media and digital platforms has made communication instant resulting in a news cycle that never rests.
Driven by connections
Understanding and respecting media deadlines has become more crucial than ever, as timing can significantly influence the impact and relevance of a story.
PR professionals need to find the angle, develop narratives that resonate and establish solid connections in a world where attention is fleeting yet client opportunities are boundless.
Navigating the media maze, it’s important to remember that success is not measured solely by coverage but by the strength of our relationships. In an industry driven by connections, building genuine rapport with journalists is crucial to long-term success.
So, let us embrace the challenges and opportunities that lie ahead, armed with insight, creativity, and a dash of charm. By doing this, we can all excel in media relations.
Keneilwe Motshabi is an account manager at Tribeca Public Relations.
