Among the myriad of tasks part of your SEO strategies, such as content development, outreach, and on-page optimization, media relations can take a back seat at times. It is, however, essential to keep those relationships intact and blossoming, especially if you don’t see them every day, or work remotely. This means keeping media relations at the top of your SEO strategy to-do list.
Sure, it can be a chore at times, but there are a handful of ways to streamline the process. From using online tools to staying up-to-date with your media contacts’ social networks, there ARE ways to effectively maximize media relationships.
In this article, we’ll talk about 5 Ways to Effectively Manage your Media Relations
- Follow Your Media Contacts on Twitter and Show Them Love
Showing your media contacts some social media love every so often is a great way to keep those media relations strong. Following them on Twitter is the perfect strategy for keeping in touch.
To hyper-focus on your media contacts, create a Twitter list in Hootsuite to get all the current and trending posts your media contacts are sharing.
To create a Hootsuite Twitter list follow these simple steps . . .
- Tap “Settings”
- Select “Social Networks”
- Select your Twitter profile
- Tap “Manage Lists”
- Select “Add List”
- Next, enter the list name, like “Media Contacts”
Now add your media contacts’ Twitter profiles to the list . . .
Tap the human icon to display your Twitter contacts to the left of your dashboard
Next, use the drop down menu to find your media contacts
Then drag and drop the contacts into your “Media Contacts” list
Once you have all your media contacts’ Twitter profiles in one place, leverage this list! Do this by retweeting and commenting on their posts every few days. Create a recurring task for yourself to check in on your Twitter list every few days and show your contacts some love.
- Create a Separate Media Relations Email List
Remember those long letters relatives would send via snail mail attached with a family Christmas photo? Well, creating a separate media relations email list is in that same space.
Sending your media contacts an occasional email telling them what you are up to is a fantastic way to strengthen relationships. This is essentially like a newsletter, but only shorter, more concise, and not sent as often. You certainly don’t want to be spamming your media contacts’ inboxes.
Topics of interest to include in your media relations emails could be . . .
- New published content
- New products and services
- Previous content, products, or services featured on high-authority sites
- New team members and departments
- Press releases
- Recently published white papers or eBooks
- A recently explored niche media contacts would find compelling
- Surveys and collaborative studies with experts in your niche
These emails are simple touch points to keep you relevant and in the minds of your media contacts. One of your contacts may be doing a piece on a similar product or service and your email could be a door to new promotional opportunities.
- Track Your Media Contacts on Google Alerts
Creating alerts on Google allows you to keep track of your media contacts’ recent posts. This is extremely helpful when trying to juggle the various other SEO tasks you may have on your plate for the week.
You can stay up-to-date on your media relations and effectively manage them by catching recent posts by your contacts and commenting on them.
Alerts are also a great way to keep your ear to the ground when it comes to your brand. You can listen to conversations you may have otherwise missed, and also check-in on your competitors too.
Follow these steps to set up Google alerts for your media contacts . . .
First, go to http://www.google.com/alerts/
Then sign in with your Gmail account, or use the alert tool without.
Choose a keyword you want to get alerts for, like “SEO” or put a URL in for your media contact
Next, choose the sources (news, video, blogs), how often you want to receive alerts, and the email you want the Google alerts sent to.
Click “Create Alert” and start managing your media relations more effectively.
This can be cumbersome if you have a large media list; hyper-focus these alerts only to your most valuable media contacts, and those that may not post as often so you don’t miss their content.
- Use Monitoring Tools to Effectively Manage Media Relations
There are a variety of online tools you can use to manage your media relations more effectively. Some are even specifically geared toward media relations, unlike Hootsuite and Google Alerts, making the process of maintaining strong relationships even more powerful.
One fantastic online monitoring tool is Anewstip. This monitoring tool allows you to track tweets, news articles, journalist profiles, and outlet profiles.
Let’s say you wanted to monitor a specific media contact to catch up on their latest content, or to connect and pitch a new product or service for them to cover.
Here’s how to maximize media relations management with Anewstip . . .
Once at the homepage, select “Journalist Profiles” under the search bar. Next, type in the journalist’s name and click “Search.”
You will then be rerouted to the profile of the journalist and their information.
You can note their Twitter handle, email, how to pitch to them, and even add them to your Anewstip media list.
If you want to view their recent content to comment on a few of their posts, simply click on the “News Articles” tab and enter the journalist’s name again. This will bring up all their recent posts and any content they have been mentioned in.
Other excellent monitoring tools you can use to manage your media relations include . . .
- Mention: Mention allows you to monitor your media contacts, brand, employees, or other key data points on specific sites you choose. This media relations tool sends notifications every time your media contacts post new content, when your brand is mentioned, and allows you to manage your social networks too.
- Brandwatch: This social media monitoring tool allows you to effectively track your media relations and PR campaigns. Brandwatch lets you monitor mentions, shares, relevant topics, and purchase intent, among other features. This is the perfect tool for any controversial campaign or during any crucial moment between your brand and a competitor.
- Muck Rack: Muck Rack is a fantastic media relations tool when searching for journalists, their location, topics they cover, and their social media chatter. It is also a great tool to research potential influencers, and other media sources that could be of value for your brand.
- Create a Pitching Action Plan
Managing your media relations more effectively boils down to one simple goal, being able to use them when you need them. But do you know how to pitch to them when that moment arrives?
This emphasizes the need for a solid pitching action plan. Your action plan should encompass what your media contacts are sharing at the moment, and knowing how to leverage that for a successful pitch.
Key here is to know how to connect with your media relation’s interests, and to pitch them stories that will instantly resonate with them. A powerful skill to consider and master is the art of negotiations. Even though you’re not really negotiating a deal, mastering negotiations helps you understand the psychology of pitching so you can get the response you need to your pitches.
Here’s how you to develop your pitching action plan . . .
- Let’s say you have a new product you want media coverage on. You can browse your Hootsuite Twitter list and pick valuable media contacts posting the most relevant material to your new product.
- Next, browse the Anewstip “News Articles” for that media contact and pick a few that are aligned with your product and use them in your pitch. This shows your media contact that you follow them, and have an interest close to their own with a product their audience can benefit from.
- Next, make it worth their while. Offer your media contact exclusive rights to sharing the content first. This gives them the scoop all journalists and reporters crave.
Effectively managing your media relations will no longer be a chore among the many other SEO strategies you have daily. With the use of a few simple tools, tips, and tricks, you can monitor and cultivate strong media relations all year long. Are you ready to make managing your media relations a priority?