Ralph Lee, Paradigm’s Assistant Director of Media Relations, spent 15 years as a journalist before making the switch to communications. In this interview he shares what the experience has been like and tips on how to build long lasting relationships with the media.

1. What interested you to pursue a career in the media?

As a child, I always wanted to know what was going on in the world. It was in high school that I began to understand the role of the media. I thought it was powerful in the way it informed people and as a journalist you would learn many new things each day. During this time, I made the connection – a career in journalism would feed my curious nature.

After completing my undergraduate degree in Canada, I pursued a master’s degree in journalism at the Chinese University of Hong Kong.

2. Can you tell us about the changes you've seen across the media industry during your time as a journalist?

I spent 15 years in the media covering radio, print and TV, and working for well-known Hong Kong media outlets including CRHK Commercial Radio, Hong Kong Economic Journal (HKEJ), NowTV and Cable TV.

Throughout my time as a journalist, I observed how digitalisation has rapidly reshaped the media landscape, both in terms of the how the newsroom operates and the channels used to reach audiences. One of the most notable changes was the transition from traditional text articles to more visual heavy formats such as video. The newsroom cycle also got shorter and tighter, with journalists expanding their net of sources to monitor newsgroups, discussion boards and social media. As an example of this, experienced journalists are now reaching out to Key Opinion Leaders and influencers for commentary and analysis.

The channels through which news is distributed have shifted as a result. Grassroots journalism, which is when citizens stay informed by sharing news content among themselves online, has grown significantly due to social media. Given this, I witnessed an increasing number of media outlets going online with a paid subscription model reflecting the preferences of their readers. The result has been a more consumer-driven media landscape, with targeted content distributed directly to the end reader.

3. Why did you decide to make the switch to communications consulting and what has the experience been like?

I enjoyed working in the media, but after spending so many years as a journalist, I wanted to experience it in a different way. Communications seemed a natural fit for this and so I made the transition.

As a former journalist I think I have a better understanding of the pressures journalists face and this lends itself to building trusted relationships. I brought to Paradigm a strong network of media contacts and have been able to further strengthen these relationships and widen my network.

To my surprise, being in communications has given me a broader perspective on the media as I engage with a wider variety of local Hong Kong outlets on daily basis compared to before. An example of this is the ‘new media,’ instant news and web portals that are rising and evolving rapidly.

4.    Do you have any words of advice for media relations advisors?

It is crucial to have an in depth understanding of who you are pitching to. This goes beyond doing a brief search for a given reporter online – building relationships with the media takes time and effort. I suggest reaching out to reporters, even when you don’t have an immediate request for them, to start developing a relationship.

It is also important to let journalists know more about your clients and what they can offer in terms of stories and angles. Remember, it is a two-way street and one of the most popular responses to the question of how a person can build a relationship with a journalist is to help them do their job better. As a media relations advisor you have resources at your disposal, such as your network and your insights. You can also offer your resources and connections to journalists, for example by offering a topical interview with a subject-matter expert. Building long-lasting relationships is primarily about understanding the needs of a journalist rather than pitching a specific story.

Interacting on social media can also offer an unprecedented level of accessibility and engagement with journalists and influencers. Facebook and other social media platforms such as Instagram, Youtube, MeWe, Patreon and more are used widely by Hong Kong journalists so it is important to be active on them too. Social media offers a means to stay up-to-date on a journalist’s interests and to share low-key social interactions.

5.    Can you summarise your experience in both communications and the media in one sentence?

Strategic communications is about bringing together the best of public relations and media relations to deliver value to clients.