Despite what some people may think, media relations involves more than sending out the occasional press release.

Reporters and other members of the media receive upwards of 200-300 e-mail pitches a day, 20 percent of which may be relevant to what they write about. The worst thing you can do for your company is send out numerous, off-topic pitches and press releases. One editor of an online monthly periodical actually posted a listing of individuals that he blocked from his e-mail because of the number of irrelevant e-mails he had to go through that had nothing to do with him.

The key to creating a relevant pitch is to thoroughly research the reporters you are contacting. What are their interests? What pieces have they written that are along the same lines as what you are pitching? Do they have any hobbies? How do they like to receive pitches?

Once you’ve done your research, don’t just send out information about your company. Reporters are not in the promotion business, and no matter how fantastic your organization, product or service might be, if they don’t see a story opportunity, you won’t get coverage. The key to getting your name in the papers (or TV, magazines, radio, etc.) is to sell your story, not your company. For example, instead of pitching a fabulous new product or service, pitch the story of how that product or service helped an individual or changed their life for the better.

PR professionals take the time to get to know the reporters they work with and in doing so establish their clients as credible news sources. This does take some time – and a good bit of patience – but in the end, having your company featured in an article as an industry expert, key contributor to the community, or as having a product consumers just can’t life without is an invaluable tool.

I went to an NFL pre-season game this past weekend. The location of the game and the teams that played don’t matter because my team played horribly. I know I shouldn’t worry about it because everyone always says it’s pre-season so it doesn’t really matter. Knowing that and paying to watch it are two entirely different things. As I sullenly sat in the stadium watching my team’s pitiful performance, I began to wonder about that pre-season mentality.

What if I declared that Mondays at my job were my pre-season, and therefore, all the tasks that I perform that day don’t really matter or count? I believe we all know that answer to that question. My pre-season would soon turn into my off season since I would quickly be let go. 

As my attention turned away from the disaster on the field and toward the next snack to enjoy, I thought about how dangerous this attitude can be.  Is it ever okay to just phone in your performance or not be 100% into the task at hand? If I choose to give less than my best today, isn’t it easier to do the same thing tomorrow and the next day and the next? When does it stop? When do you choose to give 100% again?  We’re not all as lucky as the NFL players who literally have a calendar that tells them when it’s time to perform at 100%.

I hadn’t planned on having so much time to think while at the game, but once snack time was over, there wasn’t much else to do.  I realized that night that I disagree completely with the pre-season attitude.  I think that all games should count, and those that don’t should be called practice. Work is work whether it’s on the field or in an office, and all members of the team should be trying their hardest to make a positive impact. 100% should be regulation on any team.