All Posts Tagged With: "editors"

Back in July, I asked the question “Are Newspapers Becoming Irrelevant in Public Relations Campaigns?” My theory was that with newspapers cutting editorial staff and fewer people subscribing, perhaps expending much effort trying to cultivate reporters and editors might be a waste of time.

Well, I’ve changed my mind. It’s not that newspapers have made some remarkable comeback; on the contrary, some of the bigger chains are on the verge of financial meltdown because they have or soon will default on debt payments. More cuts could be forthcoming.

Rather than a challenge, I’ve come to view the slow demise of newspapers as an opportunity. With editorial staffs cut to the bone, editors and reporters are more desperate than ever for good story ideas. I’ve always felt that one of the most important roles a PR person can fill is to make life easier for journalists. The more you can do to provide background and access to sources, the better chance you will have of seeing your story in print.

A well-written press release that follows AP style and isn’t too company oriented is still a powerful tool. The major dailies will continue to develop their own stories, and the small community weeklies will print every word, assuming you follow basic guidelines. But I’ve noticed that some regional dailies — with declining but still significant readership — have become much more receptive to running press releases with minor adjustments. Photos, too, are more acceptable than they once were.

Of course, this is not to say newspapers still carry the influence they did, say, 15 or 20 years ago. You still need to include the Internet, with its myriad of social media outlets, in your PR mix.

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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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