I wrote an earlier post on media relations and some basic rules, so I thought I’d put together another five points on some intermediate aspects of media relations. Here they are:

1. Be frank: ask them how you can help them. What have you got to lose?

2. Be brief. Nobody has a lot of time in the media.

3. It is never acceptable to use poor spelling or poor grammar in your e-mails to the media, whether that e-mail is a press release or communication with a reporter. It must be precise and exact. If you don’t care about either one of these tools of communication, chances are that the media will always look at your information as suspect. Be precise and, since the rules of grammar are always changing, keep up with them. Oh, one other thing: they can misspell every word and never even think of grammar… but that doesn’t give you the leeway to do the same. Hold yourself to a single standard, no matter what.

4. Call, sparingly, out of the blue. Check in, say hello and see if there’s anything you might be able to help with. Worst case scenario, you just created a slightly-better relationship. Best case scenario, yes… they need help and you’re the one saving them, getting great placement in their story and making your boss look great.

5. From time to time, become human. It’s ok to humanize yourself once you have an established relationship with a reporter. If they then humanize themselves, remember what they say. Find out their other interests, both professional and personal, and treat both with respect. Maybe you see an article that you know they’d be interested in on a personal level? Send them the link. They’ll appreciate it… and you for remembering.

Don’t forget: you’re not alone! You can always get in touch with D3CS to ask them for help.