You can imagine how *that* felt in the room, after he left. After all, we're in an age when legacy media is decreasing, and smart social media measurement doesn't overemphasize high numbers of likes alone. "More" isn't necessarily better when it comes to media coverage, but often, leaders don't know what else to ask for. So here's my list of suggested targets for a good media relations team to aim for, instead, in expanding its range and its coverage:
- Building relationships with reporters, so you're not just pitching every time. There's no better way to expand the chances that reporters will seek you out, instead of just responding to your releases.
- Having an ongoing conversation about your media coverage, not just within the media relations team, but with the sources and experts you're putting before reporters. There's no better way to do ongoing training and elevate your overall responsiveness when coverage opportunities arise.
- Having a strong relationship with your company's or organization's lawyers, before you need to do so. Working together, you may be able to help your company or organization avoid public troubles by not creating them in the first place, the essence of the don't get caught philosophy.
- Having a strong relationship with your company's or organization's financial team, for the same reasons, but focused on following the money. My credibility checklist for nonprofits works for all manner of organizations and companies, and can help you guide that conversation.
- Getting out in front of your negative issues, after you've identified them, rather than waiting, as most companies do, since companies fare worse when the press exposes their problems for them.
(Creative Commons licensed photo by Ernst Moeksis)