Knowing how to recognize which media outlets our product/project can be featured in (thanks to an article, an interview, a mention) is key to setting up PR and media relations efforts with the right approach.
Because when we talk about this activity we are not talking about "a one-way street."
Every PR action obviously starts with a defined goal or goals, including media, but we must set these "goals" with awareness.
There are newspapers that can be reached, organically (i.e., without resorting to the purchase of paid space and advertorials) and there are newspapers that, on the other hand, are out of the reach of some companies at any given time.
Let's take a practical example right away.
If we are talking about a new appointment of a manager within a medium-sized advertising agency, we will have reference newspapers that are much more likely to embrace what we are communicating because they mainly cover news of that type (e.g., You mark, Brand News, ADVexpress). We will never go and convey a press release related to this news to a newspaper like Corriere della Sera or Il Sole 24 Ore or Italia Oggi, because we have to Recognize and be aware of the fact we are not talking about the appointment of an executive within a multinational company. Otherwise, if the press release is related to new appointments in the management departments of certain entities at the international level, then we will also have large business newspapers as our target audience-from the media point of view.
Resource awareness and optimization
Awareness, humility, and the ability to recognize one's limitations from a media perspective Are essential ingredients.
Putting them in place also allows us to maximize our efforts and avoid in some cases having expectations that are too high compared to what the media ecosystem actually is.
Just wishing to be interviewed by a media outlet is not enough to make this really happen. If a startup that has developed a technology platform also wishes to be filmed internationally by large media outlets such as Techcrunch, it does not mean that there are prerequisites for this to happen. There are many factors to consider to see whether this is a "wish" consistent with reality or not.
Asking the right questions
If we are inside a company or working in an agency and we are faced with a request--from a business owner or client--to get media coverage on major national television, we need to stop and ask ourselves a few questions.
Most importantly, we must respond as honestly as possible.
"Based on the TV reports that are usually broadcast, how does my company position itself?
Is my reality so 'newsworthy'?
Does my design contain those elements that are capable of making a network television reporter say "wow"?
Is my company 'televised' enough?"
We should not be afraid to answer "no" to every question.
On the contrary, being extremely honest and knowledgeable allows us to set up a truly coherent PR and Media Relations strategy without false expectations.
There are projects with a high degree of newsworthiness and projects without this characteristic.
It does not mean that the latter cannot undertake PR, but it does mean that the target headlines to be reached will have to be different (compared to national radio and television, for example).
Focus on editorials (not publicized)
We are talking about editorials and not advertorials, so we are referring to an activity that can get publications (articles, mentions, interviews, television or radio reports) published naturally and organically, without the need to resort to buying space.
Within the newspaper landscape, it is not press offices and entrepreneurs who choose the editorial line.
It is not the job of these realities. The media have rules, limits, and guidelines to follow. And those who communicate with them must know and respect them: so it is important to have an awareness of what one's newsworthiness is and one's media appeal is for some media outlets. And instead, unfortunately, not for others.
