Media Members Share Pet Peeves
By Joe Ferry on Oct 2, 2008 in Featured, Media Relations | comments(0)
Yesterday, I sat in on a seminar offered by the Bucks County Women’s Business Forum called “How to Get the Media to Call You.” It featured a panel discussion by five members of the local/regional media: Bernie Dagenais, editor of the Philadelphia Business Journal; Brad Segall, suburban bureau chief for KYW Newsradio; Bridget Wingert, editor of The Bucks County Herald, a community weekly newspaper; Crissa Shoemaker DeBree, a business writer for The Bucks County Courier Times/The Intelligencer; and Stephanie Esposito, a reporter for WFMZ-TV in Allentown.
What caught my attention during the hour-long discussion was the annoying little things we PR-types do that at best cause media members to roll their eyes and at worst to totally ignore us. Here is a sampling:
- Not Being Prepared. Segall told of a recent instance when a PR firm sent out a timely press release his station wanted to follow up on, but no one was around to take his call. The story never happened.
- Phone Calls. While every member of the panel said they welcomed phone calls, they warned members of the audience against calling on certain times and days. Establish a working relationship with individual media members and learn the best times to make contact. All said they check press release distribution services only occasionally.
- Respect deadlines. Don’t call at 9 a.m. with a story that’s happening at noon, unless it’s major breaking news. Sounds like common sense, but the panel said it happens all the time.
- Long Press Releases. More than a page of two or is big turnoff. No one has time to plow through a short novel. A catchy headline and strong opening paragraph are the key to attracting attention. Fancy logos and clever layouts are more distracting than helpful.
- Not Knowing What the Media Wants. Too many times, editors and reporters are pitched story ideas they would never consider doing. Study a publication such as The Philadelphia Business Journal to understand the kinds of stories they do.
- Thinking the Media Exist to Give You Publicity. While some reporters and editors have soft spots for pet causes, they emphasized their top priority is serving their readers/viewers/listeners.
- Press Kits. Bulky folders jammed with executive profiles, five-year sales projections and glossy photos are overkill. Putting the same information on a CD is better. A comprehensive website is best.
Popularity: 45% [?]