Over the years, while rendering services such as media mobilisation, coverage, monitoring and reporting through
African Media And communications consulting, we have realised first-hand the powerful influence relationship building has in media reporting.
Simply paying a media outlet does not always guarantee that your story will fly that day. It might take three or more days before your news is aired.
But having a good relationship with the senior management team of a media house can make a huge difference. It can ensure that your story gets to the right reporter, is professionally written, accurately reported and, most importantly, disseminated on time.
I had a client who told me he wanted his event reported by five media outlets on the same day.
He had previously experienced situations where media outlets would publish his event three to five days later, and most times, the event would no longer get the visibility and credibility it deserved.
He mentioned that his company was considering using influencers to create the visibility they wanted.
I told him that, personally, I would choose a professional media house to report my events because they understand the ethics and professional standards of news reporting.
Then I told him to bet on us, we would mobilise five media houses to cover and report his event and ensure that all five reports were published the same day.
He didnโt believe it was possible. I was confident enough to take responsibility for the initial mobilisation costs, and he could reimburse me once I sent him the five published links.
He liked the idea, and we had a deal.
I spoke directly with the senior management teams of the media houses, who directed individual reporters to cover the event.
I then worked closely with the journalists to ensure that the Imastories were professionally reported and met the expected standard.
All five reports were published the same day.
I sent the links to my client and I got my money back.
This experience taught me something I have seen repeatedly in media work: ๐ฅ๐ฒ๐น๐ฎ๐๐ถ๐ผ๐ป๐๐ต๐ถ๐ฝ๐ ๐บ๐ฎ๐๐๐ฒ๐ฟ.
Media mobilisation is not just about sending out a press release or paying a media outlet to attend your event.
It is also about knowing who to speak to, understanding how the media works, building trust with journalists and editors, and having relationships that make it easier to get the right people to pay attention to your story.
If you organise events regularly and donโt know how to ensure timely media reporting, African Media & Communications Consulting can provide the professional support you need to mobilise the right media, document your event, monitor the coverage and ensure your story gets the visibility it deserves.
Do you agree that relationship-building is an important skill in media reporting?
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