Happy Monday Creatives, It is such a honor to have Meghan Ely on the blog today sharing her knowledge with all of us ! I hope you enjoy this post as much as I have .
If you’ve been thinking about boosting your public relations efforts, there’s one thing you need to understand: editorial relationships.
Today, the array of media outlets is extremely diverse which is great for targeting the best fit for your brand. However, the number of people pitching still greatly outweighs the number of editors there are out there so you can imagine how overwhelming it can be to cull through numerous pitches.
With that in mind, it’s essential to build relationships with the editors to set yourself apart from the rest of the pitches falling into their inbox. If they can look forward to chatting with you, chances are they’ll give your pitch an extra look or two. A press pickup is never guaranteed, but being on good terms with editors certainly never hurt!
Let’s take a look at some of the main considerations to keep in mind when developing and maintaining media relationships.
Be a resource
You should be pitching yourself as an expert in your field, so embrace it and don’t give up! You can bet that not all of your pitches will be picked up or your quotes may be cut from the final article, but that’s not to say you can’t be useful to the editor. Thank them for the consideration and find other ways to be of assistance. Got a unique idea that you think would fit the publication? Don’t be afraid to send it along to your contact. Have an industry buddy who would be a better fit for a piece than you? Send over their contact info. In the greater scheme of things, becoming a reliable source of expertise for an editor is much more valuable than a single pitch, so don’t hesitate to go above and beyond.
Be reliable and prompt
You want editors to be able to rely on you, so what better way than to promptly respond to their emails and provide them with what they need (or at least point them in the right direction)? Editors are often on strict deadlines so time is of the essence when reaching out to your media contacts. On that note, it may be prudent to request editorial calendars or keep an eye out for calls for submissions so you can reach out ahead of time. There’s nothing editors like more than an early submission!
That means don’t try to be your competitor, don’t try to be the company you saw on the front page of the blog – just be your authentic self. The best editorial relationships are formed out of honesty and shared interested. Although the ‘fake it ‘til you make it’ idea may help in other business aspects, most editors can see right through a façade and aren’t interested in working with someone who isn’t confident in their brand. Be professional, but also be yourself!
Keep in mind that media relationships aren’t just about emailing an editor once and expecting to be best buddies. They take time to maintain and nurture, so be sure you’re picking the right outlets for your brand. Once you have, you can rest assured that your new relationships will blossom into a mutually beneficial friendship!
Meghan Ely is the owner of wedding marketing and wedding PR firm OFD Consulting, which specializes in getting wedding professionals their brides. She is a highly sought after industry speaker and serves as a Public Relations adjunct professor for Virginia Commonwealth University, specializing in PR writing and brand promotion.
Photo Credit : Juniper Spring Photography