The Best Approach to Media Relations: Benefits to Journalists Having a Meltwater Profile
Over the next few weeks, we will be publishing a three-part series outlining several Media Relations best practices. This series aims to provide you with insights into the PR Manager’s thought process when pitching a story & monitoring the results, as well as shed light on a journalist’s reaction to receiving a story pitch & their publishing decision-making process.
Last week, we discussed best practices related to curating journalist lists and crafting a pitch, so today we are going to take a closer look at how the journalists you’re pitching may react to seeing your story appear in their inbox.
As you can imagine, journalists receive hundreds of pitches every week, and, sadly, only a small portion of them are relevant to the journalist’s chosen beat and/or publication. So, to help prevent PR spam from flooding journalists’ inboxes and to comply with global privacy laws such as GDPR, Meltwater created a place where journalists can own their profiles and data.
What is a journalist profile?
If you’re looking to receive more relevant pitches from PR & communications executives, then creating a journalist profile within the Meltwater platform is a good first step. Thousands of journalists around the globe have created journalist profiles because it helps them filter out unwanted pitches by altering PR & communications executives to the type of pitches they are the most interested in reading.
Through the profile, journalists can update their basic information, such as adding beats and the publications they write for. Since PR pros primarily search for journalists based on this type of information, keeping the profile up-to-date helps ensure that journalists are receiving content pertinent to the themes they are currently writing about.
If a journalist moves publications, which is increasingly common in the industry, they can update their information allowing for a seamless transition.
Allowing journalists to subscribe or unsubscribe from PR pitches
Through various unsubscribe and subscribe options, a journalist with a profile within the Meltwater platform has the ability to control whose pitches they receive. Besides being able to unsubscribe (or subscribe) to all pitches, a journalist can unsubscribe from a specific company that spams them with irrelevant story pitches. Unfortunately, this is an all too common problem in PR, and this feature benefits journalists by allowing them to only receive news from PR pros who have done their research and pitched a relevant story.
And, if a journalist wants, they are are also able to subscribe to specific companies. Say goodbye to cluttered inboxes and PR spam!
In compliance with GDPR, journalists can also delete their profiles and data entirely. In summary, a meltwater profile gives a journalist total control over their data and who they receive story pitches from.
Conducting research on a story
After receiving a story pitch from a public relations professional, a journalist can use their Meltwater profile to conduct further research on a topic.
Journalists are often presented with the difficult task of providing their readers with a different take on a story that may have already been covered by a number of different publications, but fear not. By using the My Research feature within the Meltwater platform, a journalist can research what has previously been written about a particular topic.
A search of what has been posted to social media can also help a journalist uncover subject matter experts who could potentially provide more research and quotes for their stories. By doing research through their Meltwater Profile, a journalist can be confident that their story is breaking news and has a take that hasn’t been seen before.
Building a searchable writing portfolio
After writing a story, a journalist can save it to their Meltwater profile, which acts as a sort of public portfolio. When uploading articles, journalists can input article and topic keywords which help with SEO ranking and feature articles they are particularly proud of.
Portfolios can easily be shared by journalists if they are applying for new jobs or are freelancers. Having an up-to-date, easily-accessible portfolio is critical for journalists looking to build their influence, and a Meltwater Profile allows journalists to easily do so.
With a journalist profile in Meltwater, a journalist is able to control the volume and quality of the PR pitches they receive, while building a publicly accessible portfolio of writing samples.
So, when practicing Media Relations and conversing with journalists, encourage them to claim their Meltwater Profile and their data. The ecosystem of journalists and PR pros is a delicate balance, and these Profiles help to preserve it.
Want more tips and tools for successfully pitch to the media? Download our eBook, New Strategies in Media Relations.