Media Relations

Want the easiest way to get your news release noticed by editors and reporters?

Use one of the “est” words in your headline.

Oldest, newest, fastest, slowest, tallest, shortest, longest, fattest, skinniest, deepest, heaviest, lightest, thickest, thinest, smallest, largest, earliest, latest, messiest, neatest.

The “est” list goes on and one. First and last work pretty well, too.

Reporters and editors like to think in terms of extremes. They usually make for good stories. Use that to your advantage. Work one of those words into your next news release headline and I can practically guarantee you the easiest placement you’ve ever had.

Popularity: 68% [?]

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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News conferences might seem like a great way for public relations professionals to shine. Clients just love to stand behind a podium, smile for the TV cameras and make profound announcements. Who doesn’t like a happy client?

Problem is, most news conferences are a waste of time. Too much show and not enough news. Reporters, if they come at all, leave the room grumbling and vowing never again to drop everything to respond to your invitation.

If executed properly, however, news conference do have their place in a public relations professional’s arsenal. Following these tips to ensure maximum results:
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Popularity: 68% [?]

As he prepares to testitfy before Congress, it seems the public has already convicted pitcher Roger Clemens of using performance enhancing drugs to prolong his Hall of Fame career. Although there has been no concrete evidence to prove he used steroids of human growth hormone, most people believe that he must have been doing something illegal to perform at such at high level at such an advanced age.

Clemens and his handlers have done a lousy job at waging the PR war for public opinion. Although I guess it says something about our society that we are quick to to believe an accuser, not the accused, when it fits our preconceived notions (see the Duke lacrosse scandal), they have done nothing to turn the tide. Their lame attempt at a statistical analysis of Clemens’ career backfired when it was refuted by professors at the University of Pennsylania’s Wharton School. And Rusty Hardin’s ill-chosen words about Clemens eating the lunch of a federal prosecutor smacked of bullying. So did his combative press conferences when the news first broke.

Admittedly, they have a tough fight. People seem eager to tear down icons these days. For one thing, Clemens’ image-makers could have done a better job preparing him for facing the media spotlight, perhaps having him project a hurt, humbled persona rather than an aggrieved one. That would have helped shape the public’s perception very early on. He should have cried when he talked about how the accusations might keep him out of the Hall of Fame, rather than abruptly walking out on reporters. Of course, that would have been out of character for the bull-headed, hard-nosed former Texas Longhorn. But that’s exactly the kind of reaction that might have created some sympathy and encouraged people to give him the benefit of the doubt.

Popularity: 48% [?]

So your company has hired a new hotshot sales person. Or landed a multi-million dollar contract. Or will have a grand opening or other special event.

How do you let the world – especially the media – know about it? The easiest, most efficient, and most cost-effective way, is with a press release.

A press release should contain news that is of interest to a number of readers, viewers, or listeners. It’s not a sales pitch and it’s not an advertisement. Media should not charge you to use a press release.

Many news stories that you see every day in the media were generated by a press release. Reporters and editors appreciate receiving well-written, well-prepared press releases. It makes their jobs a whole lot easier.

Here are nine important steps you can take to make sure you press release gets noticed.
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Popularity: 37% [?]