December 17, 2019
The Greentarget Media Relations Strategy: Curiosity, Empathy, Trust, Grit
Curiosity. Empathy. Trust. Grit. These are the essential elements that inspire our work — both with our clients and the journalists who cover them. These elements are also the foundation of our development and implementation of successful media relations programs at Greentarget — and they have been since our firm’s earliest days.
The media landscape is constantly shifting, and news organizations are in the midst of disruption that would have been unthinkable not long ago. As print newspapers and magazines continue to fold or shrink, digital news and social media grow. Faced with tight deadlines and demands to produce content online and through social media, journalists are under constant pressure. To top it off, the public’s trust in traditional media sources has declined.
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Against this backdrop, there are some rumblings that earned media might become obsolete — rumblings with which we wholeheartedly disagree. While Americans are consuming the news in evolving ways — with nine out of 10 adults now getting news online — there isn’t less interest in news. We’re seeing explosive growth in digital journalism, with emerging outlets adding resources and staff. As a result, earned media will continue to be a preferred way for B2B and professional services companies to enhance their reputations and direct smarter conversations to key stakeholders.
Known by clients and colleagues as the “guardians of the lost art of media relations,” we at Greentarget are keeping a close watch on the changes to the media landscape and adapting as need be. However, more often than not, we’ve found that staying true to the principles and approaches that we’ve had since our company’s founding is the best approach for our firm and our clients.
At our core, we believe successful earned media campaigns are about aligning our client’s business objectives with communications goals. This means finding clients the right platform to get the messages in front of the right people. We pride ourselves on offering journalists reputable spokespeople who add value to their stories — which, in turn, forges strong relationships with these journalists who return to us time and time again. It is through this process that clients get the third-party validation they need that can turn a quote into a measurable sales impact.