For the most part, advertising agencies are best known for the ads they place. But often, their public relations efforts are the most important function they play on behalf of their clients. Therefore, the relationships those agencies have with media outlets is worth its weight in gold. Here are ways for your advertising agency to improve your media relations.
Instructions
1. Treat representatives of the news media as professionals, not as adversaries. Under no circumstances give them the impression that, because your client may advertise with them, you expect preferential treatment. Most credible media have put up a wall between media and advertisers, and attempting to change that will bear negatively on your relationship.
2. Respect the reporter's time. Know, for instance, that most of them appreciate calls in the morning because their deadlines, typically, are later in the day. It's best to return telephone calls from the media within the hour, because they are probably on a deadline. Finally, if the reporter is new to you, quickly check his medium's content by going to the Internet or simply turning on his television or radio station.
3. Familiarize yourself with the issue before you call her back, if you know why the reporter is calling. Think of what questions she may ask, particularly if the issue can be negative to your client or is overly complicated. Try to inject your main points at the beginning of your response. Under no circumstances is it smart to give an interview without some preparation.
4. Don't guess at the answers. The reporter is looking to you for accurate information. If you're not sure of an answer, tell the reporter that you will call him back with the answer. If after the interview, you discover that you told a reporter something that was not true, get back to him with a correction, before it shows up in print or on the air.
5. Don't send gifts to the media “as a token of your appreciation.” Regardless of the gift's value, it will invariably be interpreted as an effort to influence the news.
6. Tell a reporter that you will be available for a follow-up as this will improve your chances of being called back. Try to become the authority that reporter will contact for information about the subject in the future.
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