Mastering the art of media relations

DEVELOPING good media relations and pitching newsworthy ideas to editors is key to getting your news highlighted in the media, says M. Krishnamoorthy, who has 30 years experience working as a journalist in print and with overseas television networks.

“The companies succeed in getting their news in the media because they have learned the skills and developed the art of writing or publicising newsworthy stories.

“Publications are inundated every day with hundreds of press releases,” said Krishnamoorthy, adding that corporations need to ask some serious questions before trying to get their news in the media.

“Have you got a newsworthy story? Are you thinking like a reporter or an editor? What is the relevance of your event to the people or the community,” asked Krishnamoorthy.

He said CEOS and public relations managers had, over the years, mastered the technique of dealing with the media to focus on publicity for their companies.

“The name of the game is to pitch or present an angle in a unique way that the media will buy your idea. So, tell a compelling story in an exciting way. Over 90% of all press releases are discarded because they are boring and are not creative in telling a story to attract or excite readers.”

“Through better communication with journalists, contacts are developed, and relationships are built,” said Krishnamoorthy who is conducting a workshop on How to Get Publicity and Face the Media on Feb 29 at the Sime Darby Convention Centre.

By attending short courses on Media Relations, Krishnamoorthy said one could empower oneself to convince people, stakeholders and opinion leaders through the media and established network of editors and reporters.

The one-day workshop is organised by Marketing magazine publisher Sledgehammer Communications and it is HRDF claimable. For more information on the workshop, call Ruby at 03-7726 2588.