Stafford Wood, President, Covalent Logic

Media Relations 101

Depending on your organization’s goals and circumstances, media attention can be wildly beneficial or damaging. Understanding how the media works, what their day-in and day-out workflow looks like and the role you play in the process can help you use press attention to your advantage.

Press coverage can help you:

• Reach your target audience

• Hit financial goals

• Celebrate milestones

• Share personal stories

• Spur community engagement

• Rally for a cause

• Recruit employees

• Control the narrative during or after a crisis

• Disseminate helpful or, in some cases, life-saving information

Learning who your local journalists are, their topics of interest and the subtle leanings of particular news-gathering organizations puts you ahead of the game and makes you more apt to make the right choices when either seeking or fielding media attention.

Relationships with the Media

The old trope that members of the press are at odds with people in law enforcement, government officials or communications professionals isn’t always true. I’d argue that it isn’t even mostly true. In most small to mid- market areas, members of the media have symbiotic relationships with local leadership.

Communications professionals work in close contact with local journalists, and both parties rely on each other to get their jobs done.

Your communications team will benefit greatly from embracing the press rather than shying away from them. It is important to proactively develop relationships with the reporters in your area and engage with them regularly.

This ensures media coverage when warranted, and a positive rapport on the off chance that there is a negative incident or a crisis. We’re not advising that reporters in your area become your best pals (not at all), but we are advising that you get to know them.

The State of Media Today

In small to mid-size markets, the vast majority of your local reporters are new to the industry. These reporters may have one other reporting job under their belts, but are very often fresh out of college. Affiliate broadcast stations and local newspapers are experiencing massive budget cuts nationwide, and that is reflected in both the payment and the scope of duties for a young reporter.

It is now incredibly common, if not the norm, to have a reporter running their camera and editing their video. This role is referred to as a multimedia journalist, and they are in charge of everything from pitch to production.

It is becoming more and more common for MMJs to shoot video from iPhones. The technology is so great these days, reporters can go live on television from a single app on their phone.

Similarly, a print reporter working at a local newspaper is also likely in charge of managing social media and creating digital content for the publication’s website.

Reporters across mediums are tasked, daily, with story development, seeking out interviews, performing them and then editing a piece either for television or print. This all happens within a single day. Because of this expedited timeline, it is crucial that your communications team answers their phone, creates availability and has interview subjects prepared at all times. When they say “the news never sleeps,” they mean it!

Because of budgetary constraints and the evolving nature of the media industry, affiliate station websites will be advertising-heavy, and online newspapers are often behind a paywall.

Whether broadcast, print or digital, all reporters are expected to contribute to both their organization’s social media platforms and their personal accounts. If you are working with a reporter, you can expect a single story to run on various platforms and channels, and in at least two different formats.

The local journalism industry is incredibly transient. Most reporters sign a two-year contract in any given market and then will move to, ideally, a more desirable market. With this in mind, it’s important to maintain strong relationships with reporters, so they leave in good standing and pass your contact information to their successor.

Types of Media

BROADCAST TELEVISION

Affiliate stations for ABC, NBC, CBS and FOX maintain news-gathering operations across the country, with some owned and operated by their parent companies and others privately owned. Despite the evolving media landscape, broadcast television remains a key source of local news, bolstered by the expansion of digital storytelling across websites and social media.

Broadcast news reporters produce “packages”—news stories that typically run for 90 seconds. These stories are often adapted into shorter segments for continuous coverage throughout the day and night, while print versions are crafted for online distribution, ensuring a broad and accessible reach.

PRINT

Newspapers and print media organizations, whether independently owned or part of larger media conglomerates, maintain dedicated news-gathering operations nationwide. Despite the rise of digital media, print journalism remains a vital source of in-depth local news, complemented by the expansion of online platforms and social media.

Print journalists produce well-researched articles that range from quick news briefs to in-depth investigative reports. These stories are often adapted for multiple formats, including condensed versions for print editions, expanded digital articles and multimedia features for online distribution, ensuring comprehensive coverage across platforms.

SOCIAL MEDIA

News outlets of all varieties are utilizing social media to expand the reach of their stories, connect and engage with viewers or readers and grow a following in order to boost their personal online presence. Whether using pictures, videos or links, reporters are extending the life of their work across the social media landscape.

X (Twitter) is used readily by journalists to provide quick story updates in real time. Other platforms, like Instagram and Facebook, are used to share highlights, article links and pictures or videos to create engagement and virality.

Photo Content

Across various platforms, reporters and digital news teams at broadcast stations and newspapers are posting pictures in real time to engage their audiences.

Video Content

Video content continues to increase in popularity, as it allows for denser content to be consumed incredibly quickly. Often accompanied by subtitles and further descriptions in the caption, substantial information can be disseminated in a single, 15-second clip.

“An investment in knowledge pays the best interest.” - Benjamin Franklin

Get to know the reporters in your area by reading what they write before you ever start an effort to get coverage.