Media Relations and Selling In
What: Media relations involves knowing and keeping in regular contact with the most relevant and influential journalists, and understanding their plans, needs and audience.
How: Imprimatur packages and presents key messages to the most relevant journalists. Taking time to understand the campaign or broader corporate and commercial goals, defining the key messages that will appeal to the target audience, distilling those messages into a hook that captures the journalists’ interest, then disseminating through press releases, phone calls and social networks. Media training can be provided to improve the communication skills of key personnel.
Why: The media remains a vital platform for shaping opinions. Maintaining relations with the right journalists and understanding their needs is key to creating the most impactful PR. Journalists’ recommendations of a brand, product or service add credibility because they have chosen that topic over others and so provide an independent and expert seal of approval.
Example: For the launch of a luxury car brand, Imprimatur persuaded influential journalists from around the world to attend the launch event, discussed core messages with them in confidence beforehand, secured them exclusive interviews with key personnel, and followed-up in the days afterwards to ensure the resulting press coverage aligned with defined client objectives.
