Media relations is simply the act of engaging with the media. Most often, the term is used to describe the process around sending a press release or doing an interview with a media outlet. In the current media environment, though, media relations can and should be considered more broadly.
Here’s a basic 101 for modern media relations.
Media relations covers five types of actions:
— Talking with journalists
— Providing media outlets with your news through press releases
— Asking media outlets to cover your events through media advisories
— Purchasing and providing some type of paid content
— Publishing media content
Any time you interact with media – in any form – you are engaging in media relations.
When it comes to creating media, there are three types: earned, paid, and owned.
Earned media is traditional news and organic social media content. If you send a press release or a pitch to a reporter and they use it, that’s earned media. If you do an on-camera interview with a reporter, that’s earned media. If someone shares your blog post or reposts an Instagram reel, that’s earned media. Basically, it’s any media coverage that you don’t have to pay for.
Paid media is advertising or sponsored content. If you’re paying for it – either in money or in-kind – it’s paid media.
Owned media is media you control. It’s your website, blog, or newsletter. Important point: Social media is not owned media, because although you create the content, you don’t own the platform where you post. That content could be blocked or could disappear at any moment, for a variety of reasons out of your control.
Some types of content will fall into multiple categories, depending on who owns the platform where the content is published. If you guest post on someone else’s blog, that would be earned media (or paid media, if it’s a swap or sponsored content). Newsletters hosted on a social media platform could disappear.
There’s no value judgement on what type of media you do – all of these can be valuable.
We tend to think that people who need a media plan are politicians, celebrities, and CEOs – someone who needs a publicist or a press secretary. But if your goal is to connect with your audience, raise your profile, and turn people into customers then you need to do some kind of media.
If you’re opening a small brick and mortar business, the need for media is clear: You need to let the local community know where the store is, what you sell, and when they can come shop.
For creatives and online businesses, the principle is the same. You need to let your community know that you’re in business, what you sell or create, and how they can buy your service or product. The type of media you engage with may be different, but the “why” doesn’t change.
Media relations is about raising your profile. It’s name recognition and social proof – you are an expert in your field and people should trust your work. At its heart, media relations is about finding the right opportunities to engage with and expand your audience.
If you want to grow your audience and your business, you need some kind of media relations strategy.
If you’re ready to build a media relations strategy, keep an eye on this blog for tips and how-tos. Or send me a note and let’s talk about creating a strategy that works for you.
At its heart, media relations for authors is about finding the right opportunities to engage with and expand your audience.