Knowing and Understanding the Media: The Key to Successful Media Relations and Story Placements

Over the years many people have asked me what is it that makes a PR campaign a success, and what is the best way to handle media and media relations?

My answer is simple and very important:
Know and understand the media. Know who the media are, identify the appropriate reporters, editors, writers, producers and bloggers, and understand their beat and coverage. Know how they prefer to be contacted, by email, phone, Twitter, etc.? Understand them by researching their beat and stories they have written for last 6 months to year. Know them and know their beat, what they cover, and if you have a chance ask them what they are most interested in.

By knowing and understand media, what they like or don't like, how to pitch them or how not to pitch them, you will be far more successful with media and story placements.