Somehow, media relations became quite impersonal.
Over the years, the PR profession, known for responsiveness, credibility and accessibility, has evolved into spin, blocking and sidestepping. In some parts of the PR industry, a straight answer is about as rare as a snowflake in south Texas.
Some might consider this critique naïve, but it is still possible to balance old-school media relations with modern pitching techniques. And it is still entirely conceivable to treat the media with respect and serve as a trusted, reliable source and ally for reporters.
Before jumping on this soapbox with both feet, let’s travel in the wayback machine for a look at how PR professionals used to be educated and trained.
Public Relations and Journalism School
Long ago, public relations was part of a university journalism degree. Students were encouraged, some required, to write or edit for the school’s newspaper. Or, at the very least, to sell advertising.
Aspiring PR professionals shared journalism classes with future reporters. Together, they learned the importance of accuracy, fairness, deadlines and what makes a story newsworthy. Those who worked together on the school newspaper shared the same sense of accomplishment when the latest edition came off the presses.
After graduating with a degree in journalism, some PR professionals competed for jobs at local newspapers, later venturing to the “dark side,” with a firm understanding and appreciation of what it takes to be a reporter.
Reporters understood PR would never voluntarily disclose everything they know. But at least agencies would pitch stories that were newsworthy and would be able to respond appropriately and promptly to press inquiries. And that they wouldn’t lie. Credibility was everything.
PR as a Marketing Function
Then, PR became part of the marketing department, requiring one or two courses in writing or journalism. As a result, many younger PR professionals graduated without fully appreciating the daily rigors and demands of the media they now pitch.
Even in the absence of that early school-age bonding, PR professionals can still form long-term relationships with reporters with these five simple tips.
Know and respect the deadline. Obviously, reporters work on deadlines. That’s no surprise. But you might not know how many deadlines they’re facing on multiple assignments or how much time they need to verify information and sources. The best assumption a PR professional can make when responding to media requests is that the deadline is immediate—until they’re told otherwise. It’s also important to avoid pitching reporters when they’re on deadline, whether it’s end-of-day for a newspaper or end-of-week for a business journal story.
Get to know your media. One of the biggest mistakes PR professionals can make is engaging with media contacts only when they need something. Some of the best stories develop during pitch-free lunches or happy hours. Take the time to get to know your media. Find out if you share the same interests, hobbies, TV shows or contacts. Then build on that relationship. Also, before hosting a media briefing, make sure your client is familiar with the reporter’s stories and preferences.
Help them succeed. One of the most selfless gestures a PR professional can offer is to help a reporter—even if it doesn’t benefit them or their client. This can be done by providing a source of information to help with a story. Or you can help drive traffic to their stories by liking or sharing them on your social media feed. Consider this two-step rule: Help a reporter twice before asking for something, whether it’s a story pitch or briefing.
Be honest. This should be a no-brainer, but these days it’s not unusual for PR professionals and their clients to bend the truth. If confronted with a difficult question, it’s best to say you don’t want to answer it or respond vaguely. Credibility matters. Always.
Don’t waste their time pitching unwanted stories. This goes along with knowing the reporter, including what they and their publications cover. All too often, reporters respond with a reminder that they don’t cover that topic or issue. That’s something you should know long before you pitch them.
These are just five ways to put the relationship back into your media relations. There’s plenty more where that came from. The most important step to remember is to be kind and considerate. Today’s media are often overworked and underappreciated. Let’s make it easier, not harder, for them to do their jobs.
