Six Award-Winning Tactics To Build Media Relationships in 2024
In this season of thankfulness and reflection, I am honored to close out the year with new accolades, which I attribute to many things, such as God, a superb partnership (#GambrellsNY2LA), my children, my entire village, intentionality, as well as strategic professional decisions and unique career experiences building valuable media relationships.
I was recently named to #ThePRNet’s – the premier global network for marketing and communications professionals – inaugural ‘Marcomms’ Most Influential list, celebrating top brand marketers and communicators for their leadership, innovation, and achievements in public relations. This prestigious honor recognizes my award-winning work, empowering campaigns, thought leadership impact, and marketing initiatives that have positively shaped culture internally and externally at Amazon and beyond.
This month, I was also named to COLOR Magazine’s POWER 40 Under 40 list for 2023. The list is a celebration of exceptional young professionals of color who are reshaping industries, igniting change, and inspiring a new era of leadership. As the world evolves, being a trailblazer committed to innovation, dedication, and unwavering excellence humbles me. I invite you to dive into the pages of this special edition spotlighting the dynamic achievements of such remarkable individuals.
Prior, I was named to the 2023 Advertising Week New York's Future is Female shortlist presented by Warner Bros. Discovery. The shortlist includes awe-inspiring, deserving women who are positively impacting the field of communications. Winners are chosen due to their work ethic and change-making skills, as well as ability to live by the values of a "Future Is Female" leader. Finalists are based on a blend of proven communications accomplishments, demonstrated capability to drive organizational transformation, positive external impact, professional endorsements, as well as the ability to mentor others.
Ending 2023, I am honored to be celebrated amongst illustrious individuals from technology to the arts, finance to healthcare, and beyond. As an honoree, I realize that my influence spans diverse fields, proving that talent knows no boundaries. I have had a unique journey and made transformative career contributions that serve as an inspirational bar setting for 2024, reaffirming that diverse voices are essential for progress.
Beyoncé quoted Jim Morrison during her Renaissance Tour (which I had the privilege of enjoying this year), saying, “Whoever controls the media controls the mind.” Many often overlook the importance of building relationships with media outlets and journalists. Forming strong relationships is continuous work but necessary for professional growth.
Savvy business owners rely on a communications professional, media specialist, or publicist to support business and brand awareness. Those who remain high-performing in these roles must maintain vital relationships with reporters. Within these relationships, communicators can build partnerships to amplify businesses and moreover build brand loyalty.
As I teach my students, the definition of public relations (PR) is a management function upon which one’s success or failure is dependent. With good PR, you will succeed, and with lousy PR or the lack of PR, you will fail. If taken for granted, the absence of media relationships can lead to less exposure and fewer business opportunities. There’s no doubt that building relationships with the media creates mutually beneficial bonds that can lead to continuous exposure and business success.
Building media relationships is an in-depth, thoughtful process. Journalists are always looking for reliable and trustworthy sources to feature. It is beneficial to be top-of-mind for expert advice and media opportunities, resulting in repeat features that exceed the benefits of a one-time publication. It’s always great to be a go-to expert for journalists and their audiences, as this creates a revolving door for publicity. Building media relations helps you to speak to your target audience, establish credibility, trust, and exposure for your brand. If all is done well it will land you features in top-tier publications, introducing you and your brand to millions of site visitors and new audiences.
To become a trusted and respected resource, provide journalists and reporters with helpful information such as stories, data, statistics, research, or personal experiences that can directly impact their audience. In return, your business will receive exposure to a broader audience. Media relationships aren’t a one-way street. Both parties are offering something mutually beneficial to the other.
Media presence can serve as risk mitigation against misinformation or disinformation regarding your brand, product, or service. The more your business appears in the media, the more audiences trust, build loyalty and truly know your brand. Subsequently, readers start paying attention and wanting to learn more about your business.
As the public shows interest and your name becomes more recognizable, you can generate leads through more email subscribers, website views, social media followers, and more. The more people following your business, the easier it will be to convert leads into clients and press into future opportunities.
I am happy to share “Six Award-Winning Tactics To Build Media Relationships in 2024”:
Identify your target audience. While media exposure is excellent, talking to the wrong people won’t benefit you. Target media outlets that speak to your target audience. Connecting to a media outlet whose audience is similar to or identical to your ideal client can make the relationship-building process easier. This is because you and the media outlet want to inform the same group.
Know and understand the media outlet you want to build relationships with. Familiarize yourself with the publication or media outlet you wish to publish in. Have you read their articles? Have you listened to a few podcast episodes? When you know the publication, you can better understand what they seek. Knowing the outlet's remit will increase your chances of them accepting your story or feature.
Pay Attention. What’s trending/current? Reporters look for popular stories. Focus on providing journalists with stories about what audiences want to know more about. Offer stories that are newsworthy, unique, and relevant. Be mindful of anything sensitive in the news cycle that might impact coverage.
Showcase your experience, skills, and expertise. Communicating why you are the best person to tell the story is essential. How does your knowledge add validity and value to the story or feature?
Show your support. Make it a habit to continuously ask journalists what they are working on, and offer your support even when you are not pitching a story. Additionally, setting up face-to-face meetings shows genuine interest and further nurtures the relationship.
Remember that building media relationships is a continuous practice. Take time each month or each quarter to identify with the media outlets you want to build relationships with. And once you’ve been published, don’t let the connection go. Remember to foster that relationship so it can grow.
I truly welcome 2024~! Let’s connect!