Insurance in Plain English

Reaching the next generation of insurance consumers

It’s all a matter of trust

with 2 comments

There’s a reason why the Bad Pitch blog exists: lazy public relations professionals.

Media relations, in particular, gets a terrible rap, especially when you talk to journalists. There have been a host of articles on this subject, from public relations and journalism professionals alike, but it all can be boiled down to one thing: trust.

Without spending the time to develop solid, trusting relationships with the media, you risk being on the outside looking in. Think about it- how often do you delete strange e-mails, marked “spam,” from senders you don’t know? It’s the same story on the other side of the newsroom, exacerbated even more by the crunch in the industry.

Here are some ideas for building relationships with your target media:

  • Get to know your media. I cannot stress this enough: DO NOT pick up the phone until you’ve done some research. Find out everything you can about your target media.  Doing your homework is vital; know exactly who to call for specific topics. If you have no luck, call up an editorial assistant and inquire about who covers what.
  • Make contact. Don’t let your first contact with a reporter be when you need something; offer your help first. This can be as simple as sending a note to a reporter, suggesting he or she contact you when working on a story in your area of expertise. Offer relevant topic ideas. Make a journalist’s job easier- they are busy folks.
  • Keep in touch. Send a reporter links to news stories that may be of interest. When working with local media, offer suggestions for how to make national issues have a local spin. Comment on a journalist’s blog, send an e-mail about a recent story, stay interested in his or her work.

There’s a good reason the word “relations” is right there in the title of this field- it’s all about developing relationships. Whether that’s with the community at large or targeted media, it all comes down to being a trusted resource for your audience.


Written by melissa

April 27, 2010 at 12:29 pm

2 Responses

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  1. I love it!! Way to go! This was a great article and you have yourself a great site…and you were worried about a name 🙂

    Nunzio Bruno

    April 28, 2010 at 9:26 am

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