Updated: Oct 23
A typical media relations day for a public relations (PR) professional is often fast-paced and filled with various tasks related to managing and nurturing relationships with the media. While the specific activities can vary depending on the industry, the organization, and the PR professional's role, here's a general overview of what a day in media relations might look like:
Morning Check-In: The day often begins with checking emails, news updates, and social media for any breaking news or relevant stories in the industry. This helps the PR professional stay informed and prepared for potential media inquiries.
Media Monitoring: The PR professional may use media monitoring tools to track news coverage and mentions of the organization or clients. This includes checking for any positive or negative stories, responding to inquiries, and addressing any inaccuracies.
Pitching and Story Development: PR professionals spend time crafting pitches and press releases for upcoming events, product launches, or other news-worthy topics. This might involve collaborating with the internal team to develop the angle and key messages for the story.
Media Outreach: A significant part of the day involves reaching out to media contacts, journalists, and editors to pitch stories, arrange interviews, and share press releases. This outreach can be done via email or phone calls.
Interview Preparation: Preparing spokespeople and executives for media interviews, whether they are print, broadcast, or online. This includes providing key talking points and conducting mock interviews to ensure readiness.
Media Training: Some days may involve media training sessions for key personnel to improve their communication skills and confidence when speaking with the media.
Press Conferences and Events: If there are press conferences or events scheduled, the PR professional will coordinate logistics, issue invitations to media outlets, and ensure everything runs smoothly.
Crisis Management: PR professionals are also prepared to handle any crisis situations that may arise. This involves addressing negative news or incidents and managing the organization's reputation through strategic communication.
Follow-Up: Following up with journalists to confirm interview schedules, respond to their queries, and ensure that they have all the necessary information for their stories.
Content Creation: Writing or editing press releases, articles, blog posts, or other content for publication on the organization's website or social media channels.
Social Media Management: Monitoring and managing the organization's social media presence, including responding to comments and messages from the public and engaging with influencers or reporters.
Networking: Building and maintaining relationships with journalists, bloggers, and influencers in the industry. This might involve attending industry events or virtual webinars.
Reporting and Analysis: At the end of the day, PR professionals often review the results of their efforts, measuring the impact of media coverage, monitoring key performance indicators, and making adjustments to their strategies as needed.
Planning for Tomorrow: Finally, PR professionals will often plan for the next day by creating to-do lists, scheduling meetings, and setting goals for upcoming media relations activities.
It's important to note that the nature of a PR professional's day can be highly unpredictable, as they must be prepared to adapt to emerging situations, news, and crises. Flexibility, strong communication skills, and the ability to handle high-pressure situations are essential in the field of media relations.
Example of a Canadian journalist pitching to CBC
When pitching a story to a journalist, especially one from a prominent news organization like CBC (Canadian Broadcasting Corporation), it's essential to be concise, engaging, and respectful of their time. Here's a phone script for a PR professional pitching a story to a CBC journalist:
PR Professional (PRP): Good morning/afternoon, [Journalist's Name]. My name is [Your Name], and I'm a [Your Position] with [Your Company]. I hope you're doing well today.
Journalist (J): Hello, [Your Name]. I'm well, thank you. How can I help you?
PRP: I have a story idea that I believe would be of great interest to CBC's audience, and I thought of you as the perfect journalist to cover it. It's about [Briefly describe the story's topic or news angle].
J: That sounds interesting. Can you provide more details?
PRP: Absolutely. [Provide a concise and engaging summary of the story, including the key facts, the human interest angle, and why it's relevant to CBC's audience]. We also have [mention any unique elements, visuals, or experts that could enhance the story].
J: I see the potential. Do you have any available visuals or interviews for the story?
PRP: Yes, we can offer [describe the available visuals or experts]. Additionally, we can arrange an interview with [mention any key figures, experts, or individuals related to the story]. It's a compelling story with visuals and human interest elements that I believe CBC's viewers/readers would find captivating.
J: Thank you for the information. I'll discuss this with my editorial team. Can you send me an email with more details and any available resources?
PRP: Of course, I'll send you a detailed email right away. Is there a specific deadline or timeframe that would be ideal for you?
J: It would be helpful if you could send it by [suggest a reasonable deadline]. That should give us time to consider it for our upcoming coverage.
PRP: Thank you, [Journalist's Name]. I'll send the email shortly, and if you have any further questions or need additional information, please don't hesitate to contact me. We appreciate your time and consideration.
J: You're welcome, [Your Name]. I look forward to receiving your email. Have a great day!
PRP: You too, [Journalist's Name]. Goodbye, and take care.
After the call, be sure to promptly send the email with a well-structured pitch that includes all the relevant details, visuals, and contact information. Following up, if necessary, is also a good practice to ensure your story is considered for coverage by the CBC journalist.
Example of a Press Release
here's an example of a press release. In this fictional example, a company is announcing the launch of a new product:
lessCopy code FOR IMMEDIATE RELEASEContact: [Your Name][Your Title][Company Name][Phone Number][Email Address][Date][Headline][City, State] - [Company Name] is thrilled to announce the release of our groundbreaking product, [Product Name], designed to revolutionize [industry or application]. [City, State] - [Company Name] is excited to introduce [Product Name], a [brief description of the product]. This cutting-edge solution promises to [mention the primary benefit or advantage it offers to customers]. [Quote from Company Spokesperson] "[Quote from a company representative expressing excitement about the product's launch and its potential impact]." **Key Features of [Product Name]:** - [List the most important features of the product] - [Highlight unique selling points] - [Include any technical specifications or details] **Benefits for [Target Audience]:** - [Explain how the product addresses specific needs or pain points] - [Mention any improvements or efficiencies it brings] **Availability:** [Product Name] will be available for purchase starting [Availability Date] on [Company Name's Website] and select retail partners. **Pricing:** [Provide pricing details if applicable] **About [Company Name]:** [Include a brief company background, mission, and any relevant achievements or awards]For media inquiries, please contact [Your Name] at [Phone Number] or [Email Address]. ### About [Company Name]: [Company Name] is a leading [industry] company dedicated to [briefly describe the company's mission or purpose]. With a commitment to innovation and [relevant company values], we consistently strive to [mention a company's broader goals or commitments]. ### [Company Name][Address][City, State, ZIP][Website URL]Follow us on social media: - [Facebook]- [Twitter]- [LinkedIn]- [Instagram][Include any disclaimers or legal notices as needed.][End of Press Release]
Please note that a real press release should be tailored to your specific announcement, industry, and target audience. Make sure to include accurate information and contact details, and adhere to the specific style and formatting guidelines of your chosen distribution channels or news outlets.