E-Fresher. Technology hasn't morphed media relations principles as much as one might assume. Jeff Domansky, About.com's online guide to PR, offers a few reminders on media
relations "don'ts" in the Information Age:
- Don't misunderstand what the media values. Members of the press are still driven by news values such as conflict, peril, tragedy or the unusual "man bites dog"
story. In technology or trade media, valued items may also include new developments, industry impact, trends, and - most importantly - solutions. Ignore these core values and no
amount of flowery pitching or Flash-induced hype will help. - Don't contact a reporter on deadline unless you have major scoop. Deadlines are still sacrosanct in traditional newsrooms. And they're even more critical in new media, where
journalists are driven by round-the-clock, worldwide chases to get news first. A pitch posted on the Web immediately following a news conference demonstrates planning and respect
on the part of the PR practitioner. - Don't generate all your technology pitches from the same mold. InternetWeek's David Joachim says it best: "Technology publishing has a lot of niches. There are pubs for
enthusiasts, investors, interactive marketers, IT managers, telecom managers, etc. But most PR pitches I receive seem to ignore those nuances. They are generic. PR pros too
often carpet-bomb any publication that looks like it might be interested."
For more tips, visit http://publicrelations.about.com. Domansky is also a VP with GPC Communications in Vancouver, B.C. Email [email protected]