Mastering the media relations game

Staying Ahead of the Pack

Effective media relations - whether it is for promoting publications, services or other products - requires a multi-faceted, interdisciplinary approach. A well-crafted approach incorporates strategic media planning, marketing, community relations and public engagement. When it comes to publications, expert writing and editing, attention to detail, and understanding of deadlines are critical.

Understanding that the media is an audience underlies successful promotional efforts. Webster defines audience as “a group of listeners or spectators: a reading, viewing, or listening public with a vested interest.” For this reason, it is important for you to succinctly convince editors and reporters that they have a vested interest in your product – to inform readers, listeners and viewers why your publication or service is important.

It’s your job to identify what sets your product apart from others. Be media savvy. Develop and nurture relationships with the media, as you would with any other audience. If you work those relationships just right – the payoff is HUGE!

When pitching your book, product or service to news organizations, one size does not fit all. Take time to understand the media culture. Tailor your media pieces to conform to the formats of radio, TV, print and the Internet. Stay ahead of the pack.

The author, a veteran communications consultant for Media by Sistrunk, is also a journalist.

© 2005 D. C. Sistrunk – All rights reserved

About Deb Sistrunk

Your one-stop shop for communications services


With 20 years of direct media and public relations experience under her belt, Deb Sistrunk knows what works and doesn't work when it comes to communications. She works in the corporate and nonprofit sector, realizing that most of her clients don't have unlimited budgets. Deb also understands the short timelines that many organizations work under and the importance of meeting company objectives.

This creative professional, working with a team, serves clients by:

• Developing targeted marketing plans designed to achieve measurable results
• Creating news releases, press kits, and various marketing materials
• Acting as a news broker
• Creating and maintaining Web content, including blogs, to give your organization a strong online presence
• Using her knowledge of media relations to obtain maximum positive exposure
• Utilizing her understanding of the media culture work to your advantage
• Creating a full range of materials to support objectives - providing services for print, broadcast, and the Internet

Some specific services include copywriting and editing. Deb Sistrunk produces a variety of printed materials, such as brochures, newsletters, news releases, media advisories, news stories, features. In addition, Deb develops web content, including blogs. She is also experienced in writing and producing for radio and television. At your request, Deb and her colleagues will also book interviews and perform other tasks related to news brokering. The team's multi-faceted skills are effective in:

1. Corporate public relations
2. Marketing
3. Public engagement
4. Advocacy
5. Articulating urban agendas

Deb's strength: Developing imaginative, innovative delivery systems to effectively communicate each client's message. The goal is to use public relations and marketing as effective tools to support clearly-stated objectives.

Deb and her colleagues provide solutions in public relations, communications, marketing, research, and public engagement. The team works with local, regional and national media, and has experience in working with diverse audiences.

More information: MediaBySistrunk@gmail.com

Resume - Deb Sistrunk

Professional Experience

Deb serves as the online publisher and communications consultant for "Media by Sistrunk." Past experience includes management positions in education and the nonprofit sector, as well as radio and television news. Expertise in:

- media relations

- marketing
- publications
- public relations planning
- editing and writing
- international affairs
- crisis communications
- blogging and other online services

- research
- ghostwriting
- public engagement
- facilitating
- supporting development efforts
- public speaking

Additional experience: Devised and implemented a communications and marketing plan that accomplished its goal - effectively supporting a successful $16 million capital campaign.

Headed communications departments in higher education and for nonprofit institutions.

Performed advocacy work for a Missouri think tank - working on public policy and education issues. Experienced in professional development.

Related Background

Assignment editor, field producer, segment producer, and news writer for NBC affiliate. Producer, news anchor, and staff announcer for National Public Radio station. Additional experience at PBS affiliate. Freelance writer and editor for print and online publications. Public relations and marketing consultant.

Education

Undergraduate degree in urban studies. Extensive coursework in public policy and education.

Graduate certificate in management studies.

Graduate certificate in diversity management/education.

Corporation for Public Broadcasting. One of 20 people nationally to be awarded two-year study grant.