Every professional knows the importance of networking to build strong business relationships. Unfortunately, not everyone does it well, often confusing the "hard sell" with making connections. It's not just about self-promotion and business card distribution.
The same is true for media relations. Almost any networking advice you find is excellent media relations advice too. It makes sense since media relations are about building relationships and making connections.

1. The goal of networking is to help other people

The most important rule for the media is to provide value. Sure, it's nice to get coverage. Still, if you intend to be a resource, your media coverage will be a natural product.

2. Understand what they are looking for

You can't help people if you don't know what they need. Listen first, understand what your media contacts are looking for, and then help them get there.

3. You don't need to know most people, just the right people

Reaching out to everyone in the Cision database or "spray and pray" is not enough. You may get some answers, but they are less likely to come from the means you want. Less adequate media coverage with the audience you are trying to reach will have a more significant impact. Focus on strengthening relationships with the media and influencers who matter to your brand.

4. Don't expect anything


Our hope is always that the media responds to our releases and we get coverage. But remember the goal of providing value and being a resource. If you've done your homework, crafting good speeches, and providing the information the media needs without expectations, you will get results.

5. Don't leave it to chance

Just because you're pitching without expectations doesn't mean you should cross your fingers and hope it's enough. Research your contacts beforehand, take the time to write a relevant speech, and follow up appropriately.

6. Go beyond your industry

Be creative. You can focus primarily on one sector, but other audiences are sure to find value in your offering. Your goal is to find the angle that resonates and create a broader awareness of your brand.

7. Begin by offering praise, not asking for help.

Who doesn't love compliments? Be careful not to be too personal or friendly if you don't know the person, but there is nothing wrong with telling them that you think their work is excellent. Cite specific examples so they know you've been reading their material.

8. Keep emails short

Opening an email and getting hit in the face with a large text block is overwhelming for everyone, especially the media. Please keep it simple.

9. Try to provide as enough value as you can

Exceptionally, be valuable. Answer questions. Solve problems. Be a beneficial resource and facilitate the work of the media.

10. Boost your current network

While it's great to grow your network and build new relationships, don't forget about the contacts you already have. As with any relationship, it takes work. Keep sharing their stories, providing valuable information, and engaging on social channels to keep the magic alive.
Improving media relations requires more than 12 steps. These tips can still help your management to get started and with your target media.