This Independence Day, Declare Independence From These Media Relations Tactics

Independence Day in the United States commemorates an event that entailed jettisoning the old for the new, and declaring a separation from past ideas. That’s a good thing to do if you’re in media relations in 2024 as well. In the spirit of the holiday, here are three media relations tactics that you should leave behind.  

1. “Spray and pray” outreach: This term refers to sending out indistinguishable media pitches en masse and hoping they get interest. In an era when communications practitioners outnumber reporters six-to-one, this is a tactic that just won’t work. Instead, cultivate a handful of key media relationships with the reporters and editors most relevant to your audience, even if it means an overall reduction in volume. It’s better to get a cover story that likely clients will read than a mention in a dozen irrelevant publications.  

2. The “press release for everything” mentality: The press release may have once been a valuable media relations tactic. In some cases, it is still is: for product launches, new research reports and the like where it can serve as good foundation for outreach and awareness. But with wire services costly and traditional media less likely to be read, it’s time to retire the idea that putting out regular releases will get the attention you want. Far better to go out directly with a tailored approach to the people you want to interest.  

3. Putting quantity over quality: Many PR professionals still think in terms of measuring results by number of media placements. What’s far more important is whether you’re reaching the right people and whether your placement will tie back to business value. Though a high number of good placements is always something to celebrate, make sure they are quality hits that showcase your thought leadership and expertise.  

The media is in a state of flux, to put it mildly. If you’re not keeping up as a practitioner, it might be time to cut ties with the old ways like it’s 1776.