How can you generate media coverage in a crowded landscape?

Audience targeting is the most important step in an effective communication strategy. Always reduce your target audience to the smallest group possible to be sure your message is going to be specific and impactful. It is tempting to try to talk to the masses, but remember that talking to everyone often equals talking to no one.

Your angle should always be crafted to tend to the specific media’s need. The easiest way to warrant media attention is to provide new information in the form of data, statistics or information that was not available to the public beforehand. Be sure your content is communicated effectively by a likeable, warm and trustworthy person. Very often the spokesperson will be the reason media chose to give your story some attention.

I think the real work begins before you have a story or data to share. The beauty of media relations is genuine relationship building. Some reporters may be transactional but at the end of the day, they are human beings, too, with a story to deliver. When you know you have news coming down the pipeline or are witnessing a trend, be proactive in reaching out to reporters ahead of time, introducing yourself and sharing what your company or SME speaks on. My best media opportunities are results of months of relationship building I've done. Remember to highlight the WHY for the reporter. Reference past articles or posts they've curated. Make the connection for them. And remember, deliver a personalized message, not a blanket email.

Finding your angle can quickly come to me or often it can take much research. Why moves your pulse, makes your heart beat faster but also captures the mind is a special angle that works. The angle can be around a major current event? Political or social issues, and an angle that immediately jumps out to capture attention. A good angle is either right now or it can be historical, nostalgic, and it can be fun. An angle can be relevant to women’s rights, or other social issues. An angles resonates with the media when it is timely and relevant.

I love subject lines and think they are a seriously underrated tool in communications. From being direct with an executive to remind them to review a piece to capturing a reporter's attention, leverage that subject line. Include a data point or reference a phrase they've used in a past article. In addition, don't assume the reporter or general news email knows exactly what you're talking about. Stay away from acronyms and self-promotional, marketing language that make your email read like a brochure. My eyes always glaze over when I see the phrase "best-in-class" or "unique value prop." Anyone can say that. Use data points to really solidify the WHY your product/service/SME can be valuable in contributing to an outlet's story.

Your message, your pitch can be fun, it can be creative, or it can be hard hitting. The key is that your media is interested in the pitch. Aldo, that you know the media and they are pitched individually. I love to theme my media alerts. I find press releases are now good backgrounders. I like media alerts to express more energy, bolder headlines and creative sub/heads. Be a source for the media and have a professional respected mutually beneficial relationship with them.

If you know the media you know where they hang out, what type of stories they do and what messages tend to move them. Personalization of media pitches is very important. Communicate with the media in a way they want to be reached.

Always put as much effort in monitoring and measuring your efforts and results than you put into crafting your message. Media response and public reaction depend on numerous external factors that can work against the best laid plans. Measure, adjust, perfect, follow up and learn from every opportunity to grow your knowledge base.

To @Jennifer Hillmann's point below, establish those relationships ahead of time. There have been several reporters over the course of my career who have bounced story ideas off of me, even when it was a topic that wasn't a fit for my roster of SMEs. I was able to help them connect the dots or suggest people for them to connect with. Be a resource. Be a human and take time to connect. Not every journalist will operate this way but to my point earlier, they are human beings, too, with a story to deliver on. Help where you can.

Be as helpful as possible. For example, if you’ve an upcoming report, don’t just share it with media via email on the day of its launch and expect it to be picked up. Instead, schedule a media backgrounder to go through key report highlights and package them such that they’re easy to understand and access. Share the full report on an embargoed basis with your media contacts at least a few days before your target dissemination date so they’ve more time to work on their coverage and can also reach out to you if they’d like to clarify any points.

Truthfully, it comes down to having trusted relationships with media professionals in your field. You can craft a perfect pitch, but if you are sending it blindly to a news organization's general media email account, your chances of being published are pretty slim. When you begin any PR or Media Relations job, take the time to get to know the media outlets and reporters in your region/field/industry. Be proactive and speak with them when you have nothing to pitch so the conversation can be authentic.