Industry Insights with Walker Sands Media Relations Manager, Regan Schiappa

By Corree Johnson, Director of External Affairs

Media relations is a fact of life for public relations professionals. For some, like Regan Schiappa, media relations is more than her job — it is her passion. Below, Schiappa shares her top five takeaways for effective media relations.

Know Your Client and Industry

To be an effective media relations manager, you must monitor the news.

“The most important aspect of the job is understanding what is happening in the world and what specifically is happening with your clients,” said Schiappa.

This research provides insights into trends, challenges and opportunities that might exist for your client. While the sheer volume of news today can be overwhelming, Schiappa suggests taking time each morning to scan and monitor the news as best you can.

Find the Right Reporter

Earned media is a priority for every public relations professional. However, two key elements should be considered before pitching your story.

First, you must know the reporters covering topics or issues related to your client. Schiappa suggests searching for keywords and using technology like Google or Muck Rack to aid your search. Familiarize yourself with the reporter’s background to see how they cover stories and whether their work aligns with your client’s needs.

Second, you must generate a media list. Identify reporters you are interested in contacting. The length of your list ultimately depends on the client and the story you are pitching, but generally you will only reach out to one or two top-tier reporters, such as Forbes or Reuters.

Never reach out to multiple reporters working for the same outlet. “Reporters talk. They will know if you have reached out to multiple people in their organization,” said Schiappa.

Relationships Matter

So, you’ve identified reporters that fit with your client and generated a media list. You might think your next step is to send your pitch email, but there is one more critical step to take — building relationships.

“Keep the focus on them at first before pitching a story you think they will like,” said Schiappa. “It can be as simple as emailing and telling them that you enjoyed reading an article they wrote.”

You can also follow reporters on Twitter or other platforms they are active on. Keeping regular communication with them — not just for the stories you pitch — is vital for building a relationship.

It’s Pitch Time

Yes, you read that right. Now it’s time to begin writing your pitch email. This doesn’t mean using one of the hundreds of generic templates on the Internet. You need to tailor your pitch to the reporter you are contacting — no mass emails. How do you do this? Think back to the research you did on the reporter.

“Did they only quote C-Suite executives in their articles? If so, you already know the type of quote or interview they will need,” said Schiappa.

Align your key messaging with a trend or industry news to make your pitch more credible and relevant. Generally, you will want to keep your pitch short and simple.

“Even if your industry is technology, you need to make it easy for the average person to understand the content,” said Schiappa.

Knowing what the reporter needs to build their story will allow you to tailor your pitch email effectively. One more pro tip?

“Always send your pitch in the morning, around eight or nine, and never on Fridays unless it’s a crisis,” said Schiappa.

Manage Expectations

“Every client wants to be on the cover of a top-tier news outlet. However, not every client will be on the cover of a top-tier news outlet,” said Regan.

Managing client expectations is the reality of media relations. The best way to set realistic expectations with your client is simple. Be honest and transparent. Explain the process, outreach strategy, and why something worked or didn’t. Tracking your media relations efforts with key performance indicators (KPIs) is essential in evaluating your success.

“Media relations is about being ready to pivot and try again as needed,” according to Schiappa.

Review past coverage and set your initial goal from there. As a rule, always under-promise and over-deliver.

About Regan Schiappa

As a Media Relations Manager for Walker Sands, Regan Schiappa’s main focus is securing media coverage within the health tech, enterprise tech and DevOps industries. Through media outreach and reporter relations, she works to secure placements in top-tier and trade publications to increase brand awareness for her clients. She loves staying on top of the news and brainstorming ways to tie B2B technology to timely and exciting stories. Originally from Seattle, WA, Schiappa graduated from the University of Connecticut with two bachelor’s degrees, one in economics and the other in communications.

Learn more and connect with Regan here.