Better Media Relations in Five Easy Steps

My clients would rather pay me to get a story placed in the local media than to pay for an advertisement.

Why is that when they are in complete control of the timing, the placement and the message in an advertisement? Pay your money and see your ad. Pretty simple stuff.

That kind of control is not possible when you’re dealing with a reporter, who may or may not relay the message you want. You could end up at the bottom of page B-6 or on the 5 a.m. newscast. You may want the story to hit on a Wednesday, but for reasons unknown, it doesn’t reach the media until Friday.

The difference is credibility. Readers tend to believe what they read about you in the paper or see on TV. It’s kind of like a third-party endorsement. Plus, its good for the ego. Did you ever see a CEO proudly show off his company’s quarter-page ad in the business section?

Ads can seem self-serving and not necessarily believable. It’s easy for them to get lost in the shuffle.

Working with the media can be a challenge. They have different priorities than we do, and in these days of newspaper cutbacks, reporters are more overworked than ever before. They need to feed the beast and our job as PR professionals is to make that as easy as possible by wrapping up stories in neat little packages for them.

Here are a couple of things you can do today to enhance your working relationship with the media:

Understand what the reporter/editor wants. Don’t pitch a lifestyle story to the business editor or an education story to the City Hall reporter. Sounds simple, huh? You’d be surprised how many times PR people pitch stories to the wrong desk.

Don’t waste anyone’s time. Although most newsrooms operate 24 hours, there is always a deadline looming. Find out the best time to call and stick to it. Never ask a reporter to return your call.

Skip the small talk. Get right to the point. Make your pitch and get out of there. There will be other opportunities for socializing.

Offer to follow up in writing with additional background information. Tell the reporter or editor you will call back in a couple of days to answer any questions.

No need to say thanks. If a reporter does a good job on your story, refrain from getting too excited. Never send a gift or other token of appreciation. The best way to say thanks is to pitch another good story.

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