MEDIA RELATIONS OVERVIEWThen and Now

WHAT IS MEDIA RELATIONS?

Working with the media (reporters, editors, freelancers) to place stories on behalf of your clients or company

Building relationships with important reporters and editors

Becoming the defacto source of information for those reporters you have built a relationship with

Becoming a trusted source for information about a specific industry or topic

HOW TO WORK WITH REPORTERS - THEN Step One: Do your research

Read the last 5-10 stories they wrote Know the reporters beat (what they cover, their favorite companies to cover,

their interests) Use – Media database, read the publication, Internet research, read the

reporters bio Step Two: Contact the reporter

Use the medium they prefer Telephone E-mail Voicemail

Be courteous Ask if they have time to talk now, if not, when can you call back Know your bullet points, you don’t want to waste the reporters time

Step Three: Have a conversation Schedule a briefing/interview Remember to send any follow up materials requested Send images upon request (you don’t want to clog the reporters Inbox)

HOW TO WORK WITH REPORTERS – NOW

Biggest difference between then and now: Many different ways to contact reporters

E-mail Phone Blog Social Media: Twitter, Facebook, LinkedIn, other niche social

networks

The same rules and principles apply Do your research Contact the reporter using the medium they prefer Have a conversation

NEWS CYCLE

Old: Stories were written for a publication to come out the next day/month/quarter Reporters relied on the magazine or newspaper to

promote the stories and publication New: Stories are written to immediately post to the

publication’s website. Most news outlets write for the web and then the best

stories are published in the paper/magazine in the next issue

Reporters/editors are becoming marketers. They are responsible for the promotion of the content they create and the number of page views their stories receive.

Example: Orange County Register

CASE STUDY – ENCLARITY: FUNDING ANNOUNCEMENT DOUBLES WEEKLY WEBSITE TRAFFIC

Situation: C-round of funding was an opportunity to validate

Enclarity’s position in the healthcare marketplace, business community and with peer companies

Turned around a news release to be distributed three business days after learning of the funding

Goals: Leverage external news about the Federal Stimulus

Package’s $20 billion allocation for healthcare IT and position Enclarity as a solution to the existing healthcare data problem

Secure coverage with business publications, such as Dow Jones and The Wall Street Journal

CASE STUDY – ENCLARITY: FUNDING ANNOUNCEMENT DOUBLES WEEKLY WEBSITE TRAFFIC

Results: In the four days following news release distribution traffic to

Enclarity’s Web site almost doubled its normal weekly numbers Our pre-pitching efforts secured an interview with Dow Jones

Venture Wire. Coverage was secured in the following publications:

Dow Jones Venture Wire iHealthbeat.com MSNBC.com The New York Times Deal Book blog Orange County Business Journal The Orange County Register Private Equity Hub.com The Seattle Times Tech Report SoCal Tech.com TechFlash.com Xconomy.com

CASE STUDY – ENCLARITY: FUNDING ANNOUNCEMENT DOUBLES WEEKLY WEBSITE TRAFFIC

Comment from the CEO:“This announcement was very important

to the company and we are pleased with the amount of coverage we have received. On top of the media coverage we received, we have gained one solid new business lead and received numerous phone calls. WunderMarx did a fantastic job of turning the work around quickly and reaching out to the correct publications on our behalf.”

TRADESHOWS

Falls under the realm of event PR Involves many details, including

Media relations: Pre-pitching, scheduling meetings, day-of event pitching, follow up pitching

Event: Working the show floor, coordinating details of meetings

Social media updates during the show Good for getting the pulse of an industry

SUMMARY

Know your story Know the media outlet and what is important to its

readers Know the reporter and what is important to their

beat Be courteous, reporters are people too! Have a conversation

LET’S CONNECT

Contact Me:

Theresa Dreike

714-706-0433 ext. 102 or theresa@remarxmedia.com

Web site: www.remarxmedia.com

LinkedIn: www.linkedin.com/in/theresadreike

Facebook: www.facebook.com/tdreike

Twitter: www.twitter.com/prdreamer