The fault in our relationship building meetings!
Every PR professional understands the effort it takes to connect their client with the journalist. A relationship-building meeting (RBM) forms an important part of the PR activity as it facilitates direct interaction between the client and the journalist. Having said that, media training forms a crucial aspect of the PR activity as a wrong move can puncture the relationship.
So here are some of the keys points to keep in mind for your next RBM.
Media Briefing Book
It is important that we apprise the client with the information about the journalist so that he/she is prepared with the kind of questions which will be put forth. A media briefing book will comprise the information on the journalist, publication supported with the links of the stories written by the journalist in the past. It is imperative that we suggest the client to be well versed with the background of the journalist and we avoid awkward situations like “What do you write on?”, “Which was your previous story?”, “What does your paper write about?”. In fact, the journalist’s latest story can be a great conversation starter too.
Do not get personal
Questions like “How much do you get paid?”, “Are you single?” should be completely avoided. It is a professional meeting hence discussing the talk points along with the product will help to take the conversation ahead and in maintaining a fruitful relationship with the publication.
Assess the situation and then move ahead
It is better to not get self-centered and just keep your brand as the nucleus. Relationship-building meetings are a learning process for the client, journalist and the PR hence giving examples of the notable work done by the competitor or educating the journalist about the industry will help to strengthen the relationship.
Avoid the OG question- “When will the story appear?”
Please note that it is a relationship building meeting where the reporter wants to know about the product or the service from the horse’s mouth.
Post the meeting they see how the story can fit in the publication and discuss with their editor hence asking questions about the date of the story will make it look like a barter deal which a relationship-building meeting is certainly not.
Try these tips the next time you arrange a relationship-building meeting for a client and see how things turn out to be a cake walk.
