Establishing and maintaining media contacts

德国公关公司 - Industrie-Contact
Establishing and maintaining media contacts

Effective PR starts with strong media contacts: How to do it

The importance of media contacts for your company

Media contacts play a decisive role in shaping public perception, communication with target groups and the positioning of the company or brand. They help to build trust, increase visibility and strengthen the company’s image. Positive press increases credibility and seriousness and can directly or indirectly promote sales by drawing the attention of potential customers to products or services.

Contacts with the media: What are your objectives?

When making contact, setting the right goal is crucial to achieve the desired attention for your cause, brand or project. Before contacting, make a list of the following points:

  • Which target group do you want to reach? Which media channels (newspapers, magazines, TV stations, blogs, social media) does your target group consume?
  • What information is of interest to the medium? Formulate clear, concise and easy-to-understand core messages.
  • Develop a strong story or “hook” that grabs media attention.

The aim of the contact is not just a one-off publication, but to build a sustainable relationship with journalists and editorial offices. So, cultivate relationships through regular updates, services, invitations to events or exclusive information.

How to identify relevant journalists

Take the time to do your research: Make a list of publications, blogs, TV stations, or social media channels that fit your topic. Use online journalist databases and tools such as Cision or Meltwater as well as LinkedIn. Browse the media for department heads or specialist editors who are relevant to your topic. On X, Instagram and TikTok you can also find topic-relevant editors and influencers.

Create your media distribution lists with the names of press contacts, contact details (e-mail, social media profiles, telephone number if possible), medium and department and main topics and update them regularly.

Personal contacts have a lasting effect

Attend relevant press conferences and industry events where journalists are present. Join PR networks on Facebook or industry forums to share and connect. And arrange personal meetings, e.g. lunch appointments with selected contacts, this creates closeness and trust. Think of contact with media representatives as a long-term relationship, not just a short-term measure. Thank them for their time and reporting – a polite “thank you” is often underestimated.

The right way to deal with media representatives

A professional and respectful approach to media representatives and influencers is essential to promote long-term, positive cooperation and to successfully place messages: Contact journalists only during normal working hours by email or telephone. Be clear and concise in your speech. Editors are often short on time, so your emails or conversations should be brief and to the point. A follow-up by email is fine. However, do not ask repeatedly if you do not receive an answer.

Trust through reliability

Always be easily accessible for questions and respond promptly, if possible, on the same day or – even better – immediately. If you promise something, keep that promise. And offer exclusive information or interviews to media representatives to build a closer bond.

Exclusive content is in demand

Journalists and influencers appreciate relevant and exclusive content. Think about how you can design your message in such a way that it supports journalists in their work, e.g. with current study results, expert interviews and background information. Formulate 1-2 concise core messages that will stick with the other person and embed them in an exciting story! Also make sure that facts, figures, pictures and press materials are well prepared and easily accessible.

Important: Authenticity and honesty

Always give honest and transparent answers and do not cover up or gloss over anything. If mistakes happen, admit them and correct them quickly.

Uwe Schmidt, CEO of the German PR agency Industrie-Contact (IC)

Uwe Schmidt, CEO of the German PR agency Industrie-Contact (IC)


Industrie-Contact delivers high-quality, editorially clean content and maintains strong media relationships for quick, relevant coverage.

Benefit from our media contacts and spread your message.

Contact us today for professional support.

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