#63: Build Firm Credibility with Media Relations
Media relations is just as the name sounds – working with the media to get your messages out there. Having the media broadcast your firm’s message creates an additional layer of creditability, versus your firm just talking about itself.
But how can AEC marketers make this happen for their firms?
Just like everything else in marketing, the strategies of the media industry have changed over the years. No longer can marketers rely on just distributing a press release that will get picked up in industry publications.
Initially, many firms begin by doing content marketing. They are publishing their own content on their own blogs or websites. And this is great.
But by pitching your expertise, that same content, to the media and getting it covered in the media will put your firm’s message in front of that publication’s audience as well. You also get that extra stamp of approval that a media outlet gives you because your information has been vetted by that other party. And because of the nature of AEC projects, which are large dollar purchases, trust is very important. Media credibility is so valuable in the sales process.
In this week’s podcast episode, I have a media and PR expert, Michelle Calcotte King, to share what exactly media relations are and some tips to get started. Here are some highlights from our conversation:
- What is media relations: 3:58
- What should you do to get into publications: 7:30
- Pitching to the media: 11:39
- What works for trade publications: 12:34
- Getting consistent results: 13:03
- Steps before writing: 13:44
- Formulate your media plan: 15:21
- In-house journalism: 20:02
- Modern marketing: 22:58
Michelle Calcote King, President and Principal, Reputation Ink
Michelle Calcote King is the Principal & President of Reputation Ink, a public relations and content marketing agency serving AEC firms and other professional services firms.
Links mentioned in this episode:
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