Who says media partnerships are already worn out? Considering the several tactics and strategies available today to reach out to the general public, some businesses, such as those organizing events, are letting go of media partnerships to try new things.
But they couldn’t be more wrong. Media partnerships are still among the lifeblood of public relations and marketing. Media, as it is, are a business’ gateway to consumers, so why should this strategy be given up?
Simultaneously, a strong media partnership has ingredients for success, and one of them is effective relationship management. Why is this vital for building robust connections? Let’s tackle.
First, What Are Media Partnerships? What Are Their Benefits?
Media partnerships are all about forging connections and relationships with the media.
A brand’s public relations and marketing department may engage in ex-deals with the media, such as publicity in exchange for free tickets to concerts.
Or, they may connect with journalists, reporters, and correspondents to cover a particular event.
For instance, a musical theater show may connect with niche media, such as theater bloggers, influencers, and magazines.
Tying up with the media provides the following benefits:
- Increased reach and brand visibility
- Enhanced credibility and trust
- Cost-effective marketing
- Access to expertise and resources
- Content creation and sharing
- Increased engagement and interaction
- Improved SEO and online visibility
- Networking opportunities, even
But remember. Media partnerships won’t work without relationship management.
Relationship Management in Media Partnerships: A Concise Definition
Media relationship management is a strategy and a process at the same time. It is all about building and maintaining positive relationships with media agencies, outlets, and correspondents. So, it’s not just PR professionals maintaining the positive image of the brand but also positive relationships with the media.
This involves tactics with tools designed to make it easier, simpler, and more beneficial for media partners to work with the brand. Its goals are to improve communication, collaboration, and coordination with partners to drive growth and success for both parties. Here’s a real-life example.
How can you ensure your media partners are happy with the perks you offered? This is a question that must be answered and acted upon concerning relationship management. In affiliating with innovative media activation by Pathlabs, for instance, the action of media partnerships is seen on co-branding and logos, exclusive coverage, social media optimization, live streams, and media buys, among others.
Best Practices in Media Relationship Management
1. Build Genuine Relationships, Not Just Contacts
While filling out your Google Sheets of media contacts with as many journalists and correspondents as possible is fantastic, it is actually quality over quantity in relationship management. What’s a list full of contacts if you are not well-connected with them? Certain ways to forge genuine relationships include:
- Congratulating them on published pieces
- Sharing relevant tips with one another
- Showing appreciation for what they do
You can never imagine the magic they can do for your brand.
2. Tailor Your Communication
Avoid generic pitches. Research each journalist’s beat, writing style, and past stories to craft personalized messages. A relevant and concise pitch that aligns with their interests is far more likely to get attention than a one-size-fits-all approach. For example, if you’re writing a story about the United States elections, do not pitch what’s on Google News. Find an angle that will stand out.
3. Be Reliable, Credible, Accountable, and Transparent
Those are just the basic tenets of media ethics. Journalists are not just credible or looking good in front of the public, but also reliable, accountable, and transparent. These values must reflect on your brand as well.
4. Offer Value Beyond the Story
Go above and beyond press releases. Some media outlets just rewrite press releases. Don’t. If you can, for instance, write about an event promotion, find a way to be there at the event. If you can provide real statistics and human interest stories, much better.
So, Why Is Media Relationship Management Important?
For small businesses trying to stretch every marketing dollar, a smart media strategy is essential. But just as important is how you manage the people behind that strategy.
Media partnerships work best when they’re treated as real relationships. When there’s trust, communication, and a shared commitment to results, the possibilities for growth become far more impactful.
So the next time you consider a media partnership, ask yourself: Are you building a campaign—or building a connection? A thought for you to ponder.
