Technology enhances the techniques public relations professionals utilize to communicate with the media, but it can be challenging to keep up with the many innovative methods of disseminating news. Sure, dropping media kits attached to tiny parachutes from planes will get some attention, but there are much less expensive and more accurate options. It’s a matter of selecting the most appropriate method for your newsworthy information, target audiences and media outlets.
More recent online “innovations” for connecting with the media include PitchEngine and HARO. PitchEngine takes a nontraditional approach by creating a “social media release,” eliminating e-mail attachments and allowing the user to create a customized newsroom. Help a Reporter Out (HARO) allows you to connect with journalists looking for particular sources for their stories. From daily updates, HARO users can peruse legitimate reporter “queries” for which their PR news may be a perfect fit.
From video pitches and Twittering to the more traditional news release and press conference, it’s good to use a variety of techniques. It’s helpful to take advantage of live, online pitching workshops and “Webinars” to stay up-to-date. Whichever technique you use, the pitch itself has to be good, which leads me to another topic all together: the pitch. Look for more on pitching in the coming weeks. In the mean time, I am interested in hearing what you have experienced: new distribution methods, tips or disasters we can all learn from?
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