Why Media Outreach Is One Of The Most Important Things You Can Do

Media outreach is one of the most important steps a business can take to support their press and public relations strategy. Media outreach is often confused with media relations. They’re different. Outreach is the process of pitching to the press. It’s not something that you want to “wing,” but rather a tactic that requires careful thought, consideration, and a strategy. Let’s talk about why media outreach is so important and discuss the process of creating a strategy.

Influencers Make Life Easier

Pitching to the right people, media influencers for example, can make your press and PR tactics significantly more successful. If you’re able to connect with and effectively pitch to an influencer, your story can take on a much larger scope. It can grow quickly to reach your audience not only around your state, but across the country and perhaps even globally as well. Identify the key influencers in your industry. Who writes about, talks about, and generates news about your industry? Who would you love to pitch a story to?

Partnerships and Promotions

Pitching isn’t just about asking a journalist to pick up a story about your organization. Pitching goals and outreach objectives can also include pitching for a guest appearance on a show, podcast, or online event. You can pitch for representation where you’re present, or for a mention of your company during the show. The end goal can range from building your email list driving traffic with a link, exposure, or a combination of things.

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Lasting Relationships

While media outreach and media relations are two different things, media outreach can and does support relationship building. When you pitch appropriately and skillfully, it’s the first step to a potential business relationship. It’s more effective to have a reliable partnership with someone. In this situation you can share resources and information. Relationships can vary from simple link sharing to mentions and shares on social media.

Media outreach is the first step to a solid press and publicity strategy. It begins by setting goals for your press and public relations. You want to then identify the people in your industry who you want to target and pitch to. Keep in mind that you may be pitching different stories and opportunities to different people.

For example, you might pitch to a social media influencer and a journalist at your state newspaper for different reasons. Once you’ve done your research and started making your list, then the real outreach process begins. Media outreach can take time and a bit of patience.  Build a solid strategy before you begin. Know what you want to achieve and what’s in it for the person you’re pitching to.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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