Media Relations/Press Releases

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

Media Relations covers traditional media, digital and social media platforms.  Some or all of these media outlets are targeted by Ken Curran Communications on behalf of our clients depending on the story and audience.

The art of storytelling plays a key role in securing media coverage. We advise the client on the best media outlet to target with their particular story or content.

Most newspapers, magazines, trade publications, radio and television stations have online content. All have social media platforms such as Twitter, Facebook, Instagram and LinkedIn.

How does Media Relations work?

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

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

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 simple English, no clichés, or self-congratulatory statements.

Once we agree which media relations outlets to contact about the news release we set about pitching the ’release to relevant journalists. If we are doing a launch or announcement then we also write and issue a news diary notice for the relevant media outlets. This advises of the topic, the time, date and venue.

If we are organising a photocall on behalf of a client we will work hard to be as creative as possible. Most newspapers or online outlets want interesting and quirky image content. They don’t want half a dozen people standing in a line with their arms crossed staring at the camera! Some specialist newspapers will accept those images but most general publications will not. So, we try to come up with clever content and props.

Liaising with journalists is very important. When we pitch an ideal to an editor we will get either positive or negative feedback. Either way we can tweak our idea in order to secure positive coverage. Giving editors and producers enough notice of an upcoming event or news announcement is paramount to getting positive media relations coverage. If the news outlet knows in advance of the event they can plan their coverage accordingly. 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.

To sum up, successful media relations requires strong news content.