- 4 cups of a newsworthy gem
- 1 media tool kit, to taste
- 1 prepared storyteller
- 3 heaping tablespoons of truth
- 1/2 teaspoon of perseverance
- A pinch of personality
Mastering the art of media relations is no easy task. As a facet of Public Relations, perfecting this craft is important for companies and brands that want to stand out from the crowd.
In this month’s edition, we are sharing a recipe with you from our Director of Public Relations, Meredith Dropkin, who comes to us with over 20 years of industry experience. By following her steps, you’ll be a master media meringue maker in no time and telling your story to local papers, national magazines, TV talk shows, and popular podcasts. Let’s get cookin’.
Step One: Separate Your Egg Whites.
The key to a classic merengue are the egg whites. Separating the whites from the yolk can be a challenging but critical step. Like merengue, your story must stand out and be separate from the crowd.
That’s why the first step to mastering media relations is establishing what makes your story a gem and making sure that it’s obvious from the start. Consider what aspects are newsworthy and think about why it might be relevant.
It’s important not to rush through this first step as it’s the foundation of a compelling story that will hook local papers, national magazines, TV talk shows, and popular podcasts in your industry.
Step Two: Whip It Up.
After your egg whites have been separated, it’s time to combine your other ingredients and mix well.
A good story may be the foundation to your success, but it certainly isn’t the only key element to mastering the media. Be sure that your tool kit is prepared and ready for action. Here are some of the elements you should be including.
- Press Release
- FAQ / Fact Sheet
- Hi-res Photos
- Video Assets
Ensuring that these elements are ready for prime time means your story has the supporting elements it needs to shine. Whip it all up at high speed until your meringue begins to form soft peaks.
Step Three: Pipe & Bake.
Once you’ve combined all your ingredients, fill a large piping bag and distribute the cookies onto a baking sheet. Set the oven to 250°F and bake for an hour. Be sure to monitor the meringue sporadically to ensure it’s not drying too quickly.
A key element to media relations is your storyteller. Whether that’s you, or someone else, it is critical for the narrator to be prepared. Go through your talking points and brief on the intricacies of the story.
Once you’re confident that you’ve taken the time to work through these details, you’re in the final stretch.
Step Four: Serve & Savor.
The best part about baking is enjoying the fruits of your labor and sharing them with others. Once you’ve pulled your treats out of the oven, package them up and serve them with a short and convincing pitch no journalist will be able to resist. Be sure to avoid industry jargon and stay authentic.
And, voila! You’ve mastered media merengue when you’ve become a trusted source of news for media outlets everywhere.