- Consult with the Media Relations Specialist to determine if the initiative you are seeking to publicize has been prioritized for media relations support.
- Involve the Media Relations Specialist as early as possible before determining a specific approach and tactics to secure media coverage for your initiative.
- Consult with the Media Relations Specialist before committing TRCA to any prospective media relations activities with partners or collaborators.
- Consider the target audiences you are hoping to reach. The tactics implemented by the Media Relations Specialist will vary based on the nature of your audience.
- Clearly understand your communications objectives. Before meeting with the Media Relations Specialist, carefully consider what you want to accomplish through any media coverage that you may receive (e.g. generate sales, build understanding).
- Identify what is most interesting, exciting, or newsworthy about your initiative to your target audience so that the Media Relations Specialist can formulate communications materials accordingly.
- The Media Relations Specialist will consider your project and how best to find a “hook” for media. While best efforts will be made to secure coverage, there is no guarantee that any project or initiative will receive media attention.
- Most high value editorial media is not connected to advertising. Advertising buys with a media outlet do not guarantee editorial coverage from that outlet.
- Do not contact the media directly or respond to any media inquiries personally. If you are contacted by the media, refer inquiries directly to the Media Relations Specialist or invite media to complete the Media Relations Request Form, which will be routed directly to the Media Relations Specialist.
- The Media Relations Specialist will prepare spokespersons with key messaging for interviews as required.