By Nicole Raymond
At a recent EMU PRSSA meeting, we had guest speaker, Chris Austin from Identity PR speak to our chapter about media relations. Among a plethora of vital information to remember when approaching media relations, Chris defined the six different types of media coverage you can score for your company or clients.
1. Bylined column: A column anywhere from 500 to 2,000 words but generally between 800 and 1,000 words. This type of column is written by the public relations professional after they interview their client to gather information. The public relations expert then writes a draft of the byline and the client reviews and makes edits to the document. The PR professional then sends the byline to publications with the client’s name attached.
2. Expert Source: A reporter interviews your client and uses select quotes to accompany a story. For example, if a reporter is doing a story on cybersecurity and you have a client who is an expert in the cybersecurity field, you can connect the two and the reporter will interview and use the quotes from your client in their story.
3. Executive/Company Profile: This type of media coverage is just what it sounds like, it is a piece written on an executive in the company or about the company itself. A profile piece is reporter driven, and they are placed in trade publications.
4. In-Studio TV/Radio Guest: This piece of coverage consists of an interview with an anchor on television or radio. These types of segments can be live or taped, and television segments use heavy visual aspects. The goal of this media coverage is to entertain audiences.
5. Brief/Press Release: One of the traditional media coverages is a brief or a press release. This type of media coverage is a way to get client news out. It is written by a public relations professional and sent out to media sources to cover the story.
Every organization has a story to be told, and you can use one of these six types of media coverage to help share that story with the organization’s audience!