September 8, 2010
Read This To Learn About PR
Regardless of the industry in which you work, I’m confident there are unwritten guidelines - or etiquette protocols, if you will - associated with it. The same holds true with public relations, particularly as it pertains to a PR pro’s communications with the media.
A primary function of a good publicist would be to figure out what is newsworthy about her clients and convey these newsworthy angles towards the media. When done properly, the result is a good news story for the reporter and good publicity for the client - a true win/win.
However, no matter how good the news angle, if PR professionals break particular basic etiquette guidelines - thereby annoying the reporter - they will ruin the chance for a story as well as ruin any future relationship with that reporter.
Consider this article the “primer” on dealing with the media, simply because without following proper etiquette guidelines, everything else will fall on deaf ears. To make sure which you immediately get on the reporter’s “good side” (yes, they do have 1), stick to these communications guidelines:
NEVER contact reporters during deadlines.
All media work on deadlines, and these vary among everyday newspapers, weekly newspapers, television and magazines. When considering producing contact with a journalist, very first find out when her deadline is, and at all costs avoid calling her during this time. As a rough guideline, reporters at everyday papers put their stories to bed in the afternoon and evenings. For TV, find out broadcast times from the news and avoid calling the station within 1 hour of those broadcasts. If a weekly paper, for instance, comes out on a Friday, reporters will probably be working furiously in the beginning from the week and be totally free - and looking for stories - at week’s end. And monthly magazines are probably in no mood to hear PR pitches at the end from the month, when they’re furiously concentrating on the layout and printing from the next issue. The key, whatever the media form, would be to respect the reporter’s crunch times.
Get to know their preferred means of accepting pitches.
Like a lot of us these days, numerous reporters live by their computers, and e-mail may be the most convenient way for them to filter through pitches. But don’t just assume that e-mail is their preferred technique of communication. Some reporters’ e-mails are so bombarded with junk mail that they prefer receiving story pitches the old fashioned way - via snail mail. And numerous reporters turn out to be really annoyed at receiving unsolicited phone pitches or calls from people saying, “Did you get my e-mail?” Start off on the right foot with a reporter by obtaining to know her preferred technique of receiving pitches. You can often find this out by calling the newsroom at the print publication or TV station.
Respect their time.
Like all of us, reporters are busy people. Whether your pitch ends up being delivered via snail mail, e-mail, phone or smoke signals, remember to keep it short and towards the point. A long written pitch may be the quickest route towards the circular file or delete box. Likewise, calling a reporter and babbling over the phone will only convince her which you don’t have a good handle on your story (ergo, why ought to she care about it?). With media, short and towards the point will help win the game each and every time.
Don’t leave them hanging.
One from the worst offenses you can commit against a reporter would be to succeed in interesting her in your story idea and then failing to deliver the goods. If that happens, be aware which you have glowingly succeeded in ruining any future relationship with that person. Whether you have promised to provide her with additional information or a customer/client to speak with, make sure which you stick to through - and quickly.
Practicing good PR etiquette with journalists will get you far in forming good relationships with them. And even if it doesn’t result in immediate publicity, you’ll have shown yourself as someone who understands and can respond to their needs, opening the door to future opportunities.
Filed under Business by tkahuna