Media relations is a game of averages—you might not score every time, but with a good relationship, you have a much better chance of “getting the ear” of a reporter.

Step 1 – Draft a media advisory or press release.

Step 2 – Research the media outlets that you want to target. For example, your local newspapers and local broadcast stations would be a good start for local stories.  Go to the media outlet’s website to find the phone numbers of the news desk. (ASHP can be a great resource in creating media lists for your market.)

Step 3 – Draft a phone pitch that will make the reporter, producer or assignment editor want your story/expertise. Creating a need for your expertise is the ultimate goal in media relations. It won’t guarantee that you get a story placed every time, but it’s the best possible long-term strategy for your media efforts.

Step 4 – Collect background video footage, statistics, photos, and lists of available experts or organizations. (ASHP can also provide you with these items.)

Step 5 – Develop and use key “talking points” so that anyone in contact with the media delivers consistent messages about the role and value of health-system pharmacists.

Step 6 – Organize all of your information before calling the media outlet or sending any information.

Step 7 – Call the media outlet and pitch your event, story, etc. Give the media enough lead-time to cover an event or story you’re pitching. Reporters appreciate receiving tips that help them develop stories, but they need advance notice of an event in order to do so.