Being featured in the media is seen as a major achievement. Whether it’s a story in a national newspaper, a guest spot on a morning show, or a shout-out in a lifestyle publication, media coverage can instantly boost your brand’s credibility.
And PR professionals understand that landing good coverage involves more than just distributing press releases. It requires skillfully engaging with journalists, editors, and producers, respecting their time while effectively delivering your message.
In the Philippines, elevating media relations is both a creative process and a strategic effort. Here’s a brief guide to help you manage it successfully.
1. Know the Media Landscape
The media landscape in the Philippines is dynamic yet diverse. It includes:
- Traditional media, which still matters in a digital-first world. People still look to outlets such as newspapers and television networks for more credible information.
- Radio stations and morning programs that continue to reach large audiences, especially in areas outside Metro Manila.
- Digital-native platforms and blogs like Spot.ph and WhenInManila.
- Local media channels, such as community radio and provincial weeklies, which are especially effective for grassroots PR and outreach.
Knowing which type of media best fits your story helps ensure your message reaches, not just the public, but the right audience.
2. CraftingYour Key Message and Sticking to It
When you are dealing with the media, it’s important to remember that journalists are not interested in hearing a sales pitch. They are always on the lookout for real and interesting stories, something that is timely, relevant, and meaningful to their audience.
That’s why, whenever you speak to the press, you need to be clear about three things:
- What your brand truly represents
- Why your story matters right now, and;
- How it connects with or affects the public
3. Respect Journalists’ Time
Journalists frequently manage several stories and tight deadlines at once. To work effectively with them, make sure to:
- Keep your press releases concise and focused—avoid unnecessary jargon.
- Reply promptly if they request a comment.
- Never ignore their inquiries; if you can’t provide an immediate answer, acknowledge their request and let them know when you’ll follow up.
Establishing trust is crucial. Once journalists see that you are reliable, they will be more inclined to approach you for future stories.
4. Mind Your Tone in Interviews
When speaking on behalf of your brand in a live interview or press conference, make sure to keep your answers brief—journalists often focus on just one memorable quote. Furthermore, you have to stick to your main message and steer the discussion back to your key points and avoid sounding too defensive, especially when addressing sensitive or controversial topics.
5. Build Long-Term Relationships
The most effective PR in the Philippines is built on strong relationships with the media. This involves participating in media events to connect and network, recognizing and appreciating journalists when they feature your brand, and providing exclusive stories or unique perspectives when suitable.
A PR agency can be invaluable in this process, leveraging its well-established media connections, relationships that often take years to develop.
The Role of a PR Agency
The right PR agency does more than just send out press releases, they become your strategic partner. They’ll prepare your spokespersons through mock interviews and message coaching, helping them speak confidently and clearly when the spotlight is on.
They also take on the time-consuming task of managing media inquiries, making sure no request goes unanswered and that deadlines are always met. This means you will not miss out on valuable opportunities simply because you’re juggling too much.
Another key strength of a PR agency is their ability to pitch stories directly to journalists who cover your industry. By targeting the right media contacts, they increase the chances your story gets picked up and reaches the audiences that matter most to your brand.
Looking for a PR agency partner to help you talk to the media? NGP IMC has over 25 years of experience, and a strong network to boot. Contact us today.
Amy Ruth Valenzuela is a graduate of Far Eastern University, where she earned a Bachelor of Arts in Communication. With a strong passion for communications and media relations, Ruth has developed a diverse skill set that includes journalism, scriptwriting, events and production management, risk management, social media marketing, and layout and graphic design. Her experience in these areas has shaped her approach to storytelling and content creation, driving a commitment to excellence in every project. Ruth is dedicated to leveraging her expertise to create impactful narratives and foster meaningful connections in the industry.