THE NEW RULES FOR REACHING THE MEDIA
The Importance of Media Relations
Media relations serve as the bridge between organizations
and the public through journalists.
It plays a crucial role in building brand reputation and
delivering messages to the right audience.
How Technology is Transforming PR
The rise of the web and digital media has revolutionized
how organizations interact with journalists.
Information spreads faster but also requires greater
precision and relevance.
CHALLENGES OPPORTUNITIES
Traditional PR approaches, such as mass distribution and Develop innovative approaches that focus on creativity,
impersonal communication, are becoming less effective. personalization, and delivering real value.
Journalists often feel overwhelmed by irrelevant press Leverage online tools to enhance efficiency and
releases. strengthen relationships.
Email Overload Outdated "Shotgun" Approach
Journalists receive too many Sending the same press release
irrelevant press releases every to hundreds of journalists lacks
week. personalization.
Mass PR emails are often This wastes time and harms
ignored as spam. media relationships.
Why Traditional PR No Longer Works ?
PR is seen as "spammy" due to They prefer tailored, relevant
lack of personalized outreach. pitches over generic ones.
Many PR professionals fail to Meaningful connections matter
research journalists' interests. more than mass outreach.
Damaged PR Reputation Journalist Expectations
A New Approach to
Media Relations
1 Focus on Building Personal Relationships
2 Understand the Journalists
3 Use Personalized Messaging
4 Be a Trusted Source, Not Just a Seller
Successful media relations start with sincerity, personalization, and a commitment to
delivering real value to journalists
Effective Online Communication Tools
HOW
Professional visuals and videos
SEO-optimized content
Engaging bloggers and influencers Media Relations
Using social media
Effective Online Communication Tools
Attract journalists and customers: Blogs provide in-depth information and
build trust.
BLOGS
Boost credibility on social media: Blog content is highly shareable,
strengthening the brand’s online reputation.
Creates “highlight stories” that inspire journalists.
High-quality digital content can evolve into mainstream news featured
Digital Content
on major outlets.
Results:
Blogs and digital content serve as crucial bridges between brands and media.
They help deliver the brand’s message to the right audience at the right time.
CASE STUDY
Apollo 12 Playboy Photo
Vintage Playboy photo (DeDe Lind) flown on Apollo 12 (1969).
Combines space history, pop culture, and collector appeal.
Strategy
From blogs → Global media
Leveraged targeted hashtags: #playboy, #space, #NASA, #auction.
(BBC, CNN, SNL).
Sent press releases to bloggers from sites like Gawker, Nerdist, and io9.
20,000 website visits, 40 new
sign-ups in 1 day.
Partnered with RRAuction, known for effective online marketing.
Focused on crafting a compelling story behind the item. Sold for: $17,511 (far above
expectations).
The power of a unique story.
Combining traditional PR, digital content, and social media for wide-reaching impact.
Building deep connections with diverse audience groups.
U.S. Air Force CASE STUDY
WIth Core Perspective: “We don’t launch missiles – we launch ideas.
Emphasizes creativity and communication over traditional methods.
Highlights the role of innovative storytelling in modern PR.
DO
Content-driven
Developed online content: strategies are
Produced engaging videos, high-quality images, and compelling articles. more impactful
than direct
Allowed reporters to find the information themselves: advertising,
Focused on making their content accessible rather than reaching out directly. ensuring better
audience
Blog and social media engagement:
Attracted 3 times more attention compared to their official website.
engagement
and media
interest.
Effective Approaches to Engaging Journalists
Research their writing and interests
1 Read recent articles to understand their style and areas of focus.
Identify keywords or angles they frequently cover.
Propose personalized, relevant messages
2 Craft emails or interview invitations tailored to their priorities.
Show that you truly understand their goals and preferences.
Provide examples from real customers
3 Use real-life customer stories to make your message more
engaging.
Avoid sending attachments
4 Share links instead of large attachments to keep things
simple.
Follow up professionally and on time
5 Send a polite reminder if you don’t get a response
after your initial message.
Personalize and connect with their interests
Avoid generic pitches; make sure your content adds value and relevance.
Use data or stories to align with the journalist’s focus.
Focus on big ideas that align with industry trends
Advice from Address trending topics or issues the media is paying attention to.
Journalists EX: technology trends, environmental concerns, or pressing social topics.
Add value by offering broader perspectives
Provide unique contexts or angles that journalists might not have considered.
Make your content stand out by being insightful and practical.
Conclusion
1 High-quality content is key to attracting journalists and the public
2 Build personalized relationships for optimal PR results
3 Use both traditional and digital methods to amplify your message
THANK YOU
Pham Hung Thai Hung
[email protected] 0928326535
