An underrated tool in public relations is the relationship-building meeting with the media.
Is it a waste of time, or does it serve a purpose?
What is a relationship-building media meeting?
Simply put, it is an introductory in-person meeting between a brand’s spokesperson and the journalist(s) who cover the brand's industry. Hold one at the Client premises as it presents an opportunity to give a tour of the campus (example: read about how a CEO of a fast food chain met up with a journalist to reconsider his negative view at one of the outlets). Or, the meeting could be at a mutually convenient venue (Hotel lobby, etc.).
A relationship-building exercise is a no-expectation-of-coverage interaction. Every other meeting with the media is an effort to get covered.
The attempt initially is to catch up with mainstream publications that cover various industries and are always in a rush to get their stories out.
How valuable is a relationship-building meeting with the Client or Brand? I want to share three learnings from my stint as a public relations practitioner.
How does a no-expectation-of-coverage media meeting help the Client?
It is an opportunity to present your brand in the best way possible. Talk about how you are uniquely making a difference in the industry. Set the context about the industry you are in and the niche you've invested in. Provide insights that a player in the niche will know. You are the industry expert, not the journalist. Showcase recent wins, highlight top leadership and talent, etc.
Ask questions to understand the kind of stories the media wants. Asking questions is critical for a Client who sometimes may have to take a direct call from the journalist. Stay prepared always. You may never know when an idea for a story pops up and you realize this is the kind of angle journalists are looking for.
Get your confidence in place if you are a new spokesperson or in a new region. Or if you are meeting a mainstream publication for the first time. While media training is organized by PR internally, meeting a journalist for a relationship-building meeting is as good as one focused on getting coverage. It is still a meeting with the potential to be covered. Spokespeople can cancel last minute because they feel unprepared. In general, no one is always 100% prepared for any interview. A media interview, for all the right reasons, can be challenging. So it can sometimes feel scary. Negative story rumors about a particular journalist or media can derail your confidence. Learn to stick to what you need to get across - what you know.
There are a lot more reasons why such media meetings are beneficial. Media training helps spokespeople make the most of media meetings.
Relationship-building media meetings are beneficial for Journalists and PR practitioners too. More on those, later.