The power of communication in media relations

In an ever-changing  PR industry, one thing that will never change is the importance of media relations. Everything we do, whether you’re selling in a new piece of research for your client, or pitching more organically for thought leadership opportunities, our measurement for success is defined by the connections we build with media. 

So where do we start? 

As a junior consultant, stepping into the world of PR for the very first time in my career, building up my network of media contacts seemed like almost too big of a hill to climb. So where do you start? 

One of the very first things I learnt as a junior consultant was the importance of reading the news. It seems like an obvious statement perhaps, but when it comes to understanding what journalists are looking for, what they find interesting, and what their journalistic style is, absorbing the news from the media that you are speaking to regularly is crucial. It can also be a great springboard for conversation if you know what the journalist is writing about at the moment! 

The power of voice 

Whilst email and other digital comms can be effective, and are often used across the industry as a primary source of outreach, Babel prides itself on its ability to make real connections by picking up the phone and pitching the good old-fashioned way.

Not only does speaking to someone on the phone create space for a more personal touch, but it also allows you to receive immediate feedback from a journalist. If they are interested in the story, you can give instant feedback to your client. If not, then why? Is there an opportunity here for on-the-spot adjustments or clarification to your pitch? 

When it comes to phone pitching, it’s about breaking through the noise to become ‘sticky’ with journalists. The famous stat often cited to us by media is that there are five PRs for every journalist. This means journalists are often bombarded with pitches, and cutting through the clutter is vital. A well-crafted phone pitch can often be the answer to grabbing a journalist’s attention and increasing the likelihood of securing coverage. 

Who doesn’t love a party?

Finally, and perhaps the most important AND enjoyable point to make here is the importance of face-to-face time with media. Whether you’re meeting a journalist for lunch, drinks, or at an event, ensuring you’re able to have that in-person time is a brilliant way to ensure you build a real relationship.  

This is a tactic we love to demonstrate at our annual Babel ‘UpOnTheRoof’ summer party, where we invite our media friends, clients and prospective clients to an evening of cocktails, music, and just a dash of rain (of course, it’s a British summer party!). This year it was fantastic to see such a great turnout with over 60 guests in attendance on the night. It’s the perfect opportunity to chat with old media friends and make new ones – we’re already looking forward to welcoming everyone back next year!