Topics of the Week: Week 8 – Working with Journalists

Public relations personnel and journalists have a long standing “history” of being rivals, but they actually depend on each other in order to do their own jobs.  Journalists need PR professionals to give them story ideas, and PR professionals need journalists to write about them.  As with all relationships, there are times when both sides don’t see eye to eye.  Here are a few things I think that could be done to smooth out some rough edges in a relationship that heavily depends on trust and communication.

1. No one is available to speak with you – This is a pretty common excuse that a PR professional may give to a journalist.  While at some times, it may be true, if this problem keeps recurring then it will need to be fixed.  Instead of turning the journalist away, maybe the PR person should actually study up on current events.  That way, when the journalists actually does call, the appropriate response can be given.
2. Excessive hype – Journalists, by nature, are supposed to be objective in their writing.  They want to present the facts and both sides of a story.  They often become discouraged by PR professionals when the PR person uses unnecessary hype or buzz words.  Sure, as a PR professional, we want to make our client sound the best we can.  But there’s a thin line that a PR professional must walk.  Strive to be informative and creative in your writing, but don’t flood the story with an over-the-top amount of opinion.
3. Being unaware of publication deadlines – Imagine you are the reporter, and you need this information by a certain day.  Your life is run by deadlines.  As a PR professional, be respectful of a reporter’s need for information in a timely fashion.
4. Sending news releases to the wrong person – As a PR pro, it’s important that you send your pitches and news releases to the right person.  Say your client is in the financial business.  Send it to the editor or reporter in charge of that beat.  Don’t send it to the sports reporter.  You’re only wasting your time… as well as theirs.
5. No Comment – Avoid using this as an “answer” whenever possible.  It seems as though you’re hiding something when you say this.  Instead, say the same thing, but in a different way.  One could simply say, “That’s not my area of expertise,” or “I’m sorry.  I cannot discuss that at this time.”
6. Setting up a News Conference – There are a lot of factors that go into having a successful news conference.  Send invitations to reporters so that they have enough time to plan to attend if possible.  And again, be aware of publication deadlines when selecting a time and date for the news conference.
7. Setting up a Photo opportunity – Make sure to provide everything a photographer may need–outside of the photo equipment of course.  Have the photo shoot in a central location that is easy to find and relatively quick to get to.  Have some props set up if needed, and have names of all the participants just to make it easier for everyone.
8. Gifts – PR professionals have a bad habit of throwing in “freebies” with press kits and news releases.  A journalist isn’t necessarily more likely to use your news release just because you gave him a fancy new pen or something.  In fact, he might look at your work even more harshly because it seems as though you HAVE to give him something to attract attention to your otherwise boring story.
9. Irritating Phone Calls – Don’t call reporters asking, “Hey.  Did you get that news release?”  If they’re doing their job, then they got it.  Don’t expect them to always follow up with you on a news release–even if they use it or not.  It’s fine to give a follow-up phone call to see if the reporter needs more information, but one call is enough.  Don’t hassle them.
10. Useless lunch dates – If you’re taking a reporter to lunch, it should be business related–unless of course you’re both old friends and are simply catching up.  Anyways, a reporter’s time is priceless.  They live by deadlines.  If you schedule a lunch date, come prepared with information about your client’s product or service.

This information came from my textbook Public Relations Writing and Media Techniques.

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