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How to Build Strong Relationships With the Media (and Why It's Vital to Your Success) Building positive, authentic relationships with members of the media is crucial to your business and its future growth. Here's why.

By Sim Aulakh Edited by Kara McIntyre

Opinions expressed by Entrepreneur contributors are their own.

Why do some businesses succeed while others fail? Many factors contribute to a business's success, but one of them is brand building. Your brand is what sets you apart from your competition and tells your customers who you are and what you're all about. Creating a positive brand can help you attract new customers and keep them coming back for more.

But how do you go about building a successful brand? There are many different methods, but one of the most important is developing relationships with key members of the media. This is where public relations comes in — an essential aspect of any successful branding strategy. PR can help you build relationships with key media outlets and promote your story to the public. This can help increase your brand's awareness and create positive customer sentiment.

Here are three tips for using PR to build your brand and create success.

Related: Break Through the Noise: 5 Hacks to Boost Your Public Relations Efforts in a Noisy Digital World

1. Develop a compelling story

Every business has a story to tell, but not every business knows how to tell that story in a way that will captivate its audience. If you want the media to sit up and take notice of your business, you need to learn how to develop a compelling story. Here are three tips to help you get started:

1. Find the hook

What is it about your business that makes it unique? There's always something — you just have to find it. Once you've found your hook, use it to drive your story. Build on it and make it the central focus of your narrative. Everything else should support that hook.

2. Know your audience

Who are you trying to reach with your story? What kind of tone do they respond to? What topics are they interested in? Keep your audience in mind as you're developing your story so that you can craft something that will resonate with them.

3. Be concise

The media is always looking for stories that can be told quickly and easily. They don't have time for long, drawn-out tales. So, keep your story concise and to the point. Tell them what they need to know and nothing more. If you can do that, you'll have a much better chance of getting their attention.

Related: 10 Tips for Creating a Compelling Business Story

2. Build relationships with key media outlets

It is important to get your story out there. But simply having a great story isn't enough — you also need to make sure that it's being seen by the right people. That's why it's so important to do your research and identify which media outlets would be the best fit for your story. Once you've done that, you can start building relationships with the journalists, editors or producers who work there. The better your relationship with them, the more likely they are to want to cover your story.

The first step is to research which media outlets would be the best fit for your story. Look at their previous coverage and see if they've covered stories similar to yours in the past. If they have, that's a good sign they'll be interested in what you have to say. Once you've narrowed down your list, it's time to start reaching out to the people who work there.

The best way to do this is by offering them something of value, whether it's an exclusive scoop on a story or just some useful information that you think would be helpful to them. Whatever it is, make sure that it's something that will make their job easier. Once you've established yourself as a valuable resource, you'll be well on your way to building strong relationships with key media outlets.

Related: The 5 Foolproof Steps to Pitching Your Story to the Media

3. Be consistent

Building a brand takes time and dedication. There are a million different things to think about, and it's easy to get overwhelmed. It's important to remember that all of your hard work will pay off if you stay consistent in your approach.

Brand building is a long-term game. You won't see results overnight, but if you keep at it, eventually, people will start to take notice. The key is to be consistent in everything you do. Promote your brand regularly and try to come up with new and innovative ways to get people interested. Develop a press release strategy and have a compelling press kit ready.

Building a brand can be challenging, but it's also incredibly rewarding. If you're willing to put in the hard work and stay consistent, you'll eventually see results. The key is to focus on your audience and develop a story that will resonate with them. Don't forget to reach out to key media outlets and build relationships with the journalists, editors or producers who work there. By doing so, you'll increase your chances of getting your story covered. Brand building takes time and dedication — but if you stick with it, you'll be successful.

Sim Aulakh

Entrepreneur Leadership Network® Contributor

CEO of EstablishCred

Sim Aulakh is a serial entrepreneur, investor and founder of EstablishCred, a boutique PR firm and full-service digital agency serving pre-seed and above-funded startups to establish instant authority and credibility with their target market through media and advertising.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

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