PR ParallelSix fishing lessons for yourmedia relations strategy

B Y : K A T I E B L A I R

Finding the Perfect SpotUnderstand the demographics of thepublication and tailor your pitchappropriately.

Mainstream and trade publicationsrequire different strategies, just likefishing in salt water and fresh waterrequire different strategies.

It Takes the Right BaitNot all reporters are going tobite on the same story. Whenreaching out to the media, it’simportant to have a clearpicture on the topics that theycover and even how oftenthey are likely to write aboutsaid topic.

Know the IdealTime of Day

Understanding a reporter’s editorial scheduleis important. What are the deadlines that areporter is working against? Just like fish, thereare certain times of the day that reporters aremore active or less active.

Cast a Wide Net

Don’t limit yourself to oneindustry or selectpublications, get creative.Use industry trends andtarget various audiences.Don’t just be satisfied withthe status quo.

Don’t Throw in the RodSometimes your story idea tothe media just falls flat – butdon't give up. If a reportergives you the opening uponsaying “no,” find out whatpeaks their interest or dig alittle deeper into what they arecurrently working on.

Come Back for MoreIf a reporter doesn't bite on acertain pitch, follow-up. Thekey is to not become anuisance and completelyscare them off. On the otherhand, if you’ve found astrategy and spot that hasbeen proven successful, don’tbe afraid to go back for more.