With great power comes great responsibility, and the media commands enormous power in the world of communications. Who is “the media”? Think digital and print journalists, editors, TV news reporters and podcasters. While it can be an intimidating task befriending people whose job notoriously means everything you say is “on the record,” it’s critically important to build a strong working relationship with key reporters for your clients. Here are three reasons why it’s important you have the media on speed dial.

Positive stories and credibility 

Your organization is hosting a fundraiser. Your company is launching a new product. Developing good relationships with the people who are writing the stories about your industry is a no-brainer when it comes to media relations. A journalist is more likely to open your emails and consider your pitches if they know and trust you as a source of valuable information for their job. Any coverage they provide leads to your brand being viewed as reputable by future customers, investors and other stakeholders. 

Crisis control

The relationship you establish with the media is like a marriage. In good times and in bad, they can have your back. When a negative story rears its ugly head, having a reliable source in the media is helpful to ensure your perspective is heard. This can go a long way in creating balanced coverage and mitigating the spread of misinformation.

Increasing exposure

Over the course of their career, journalists could work for a number of news outlets. Those news outlets have readers. Lots of them. Whether you have a great story to share or are trying to right a wrong, the reach media coverage can get you is invaluable. With a few keystrokes and a click of a mouse, your story can land in a variety of outlets and newsfeeds resulting in a diverse audience, brand awareness and engagement. 

Media relations is an essential component of marketing your brand. Don’t know where to start? That’s what a PR firm is for. If your company is looking to make headlines, Obsidian is the right call.