PR professionals must customise communication depending on the media outlet they’re pitching to

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 05, 2020, 11:56 AM UTC

They must maintain a media contacts’ master list.

The author shares some tips on how brands can maintain positive media relationships. Every brand must have a designated media contact. It’s very crucial for companies to know how journalists prefer to receive communication, and maintain media contacts as a master list. 

Companies must customise communication depending on the media outlet to ensure that it’s read and considered. They should use a professional news release format or template for new releases in which they describe the announcement in two to three paragraphs.

A press release shouldn’t be longer than a standard page and a half. PR professionals could follow up with journalists but without pestering them. Check with media outlets about the “least annoying” way in which to follow up on news releases with them.  

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