What is Media Relations?

Many companies and individuals use the media to deliver their message to clients, stakeholders, and the general public. Press releases are more cost-effective and credible than advertising.

Media Relations covers traditional media, digital, and social media platforms.  These media outlets are targeted by Ken Curran Communications on behalf of our clients.

The art of storytelling plays a key role in securing media coverage. Most newspapers, magazines, trade publications, radio, and television stations have online content. All communication companies have social media platforms such as Twitter, Facebook, Instagram, and LinkedIn.

How do Media Relations work?

We advise our clients on the most suitable media outlet to target with their story. We devise a PR strategy utilising the media relations outlet most likely to run the story.

The story is written in a news/press release format. It must contain a strong newsworthy angle(s) to interest relevant editors, news editors, journalists, correspondents, and producers.

We help carry out any relevant research and write the news release on behalf of the client. The news release must be short, snappy using unbiased language.

Once we agree which media relations outlets to contact, we set about pitching the release to relevant journalists. We can also offer a launch or announcement, if this is the case, then we also write and issue a news diary notice. This advises of the topic, time, date, and venue.

If we are organising a video call on behalf of a client we will be as creative as possible. Most newspapers or online outlets want interesting and quirky image content. Most general publications will not be interested in mundane images. So, we try to come up with clever content and props.

When we pitch an ideal to an editor we will get either positive or negative feedback. Despite the outcome, we can tweak our idea in order to secure positive coverage. Giving editors and producers enough notice of an upcoming event or announcement is paramount to getting positive media relations coverage. The positive outcome depends on the platform, for newspapers, that means allocating a suitable space on a page, for radio or television it means getting airtime on a particular news or current affairs programme.

Successful media relations requires strong news content.