Expanding into a new market is a challenging task for companies and communicators. Navigating unfamiliar territory, cooperating with new people, and more, are all crucial to achieving success. It’s not always an easy process, but with the right strategy and approach, it can be done.
Returning to basics
When entering a new market, even experienced media relations professionals must revisit the basics. A lifelong learning mentality is crucial, recognizing that everyone encountered has something to offer. Building relationships requires humility and engaging conversations. Researching journalists goes beyond their background, delving into their work, stories, topics, and writing style. Understanding their work provides valuable insights into the individuals the company or PR professional will be engaging with. PR professionals must become avid readers, exploring their recent and most shared stories, as well as their pinned articles on platforms like LinkedIn. Preparation and success are achieved through thorough research.
Focusing on them
To secure media coverage, a pitch must be newsworthy. It’s important to remember that the pitch should focus on the news, not the company itself. Research can help identify what journalists consider newsworthy, and companies should tailor their angles to these interests. Without newsworthiness, a pitch will fall flat.
Relationship building
When entering a new market, companies and PR professionals must establish relationships with journalists from the ground up. This requires a realistic approach to meetings, focusing on relationship-building rather than immediate results. Pitch story ideas and take the time to listen to feedback, respecting the collaborative process. It’s important to understand that strong relationships take time to build, and may not yield instant results. Nonetheless, laying the foundation is crucial for long-term success.
Real interest
To establish rapport, showing a genuine interest in the culture, cuisine, and history of the new market is key. PR professionals must engage in conversations that demonstrate their curiosity, listen attentively, and ask insightful questions. By valuing their expertise and perspectives, they can create meaningful connections that extend beyond professional interactions.
Timing
When it comes to pitching to journalists, being proactive is key. However, it’s important to avoid excessive messaging or chasing for a response. Respect their time and follow up in a reasonable and professional manner. PR professionals should know when a pitch may not align with their interests and accept it graciously. You never know when a story may come up that they find intriguing. In the world of journalism, being open and respectful can lead to future opportunities.