A recent national survey of more than 100 journalists, conducted by McBain Associates for M Booth & Associates, Inc., may not have uncovered any earth-shattering news, but it does underscore that journalists' views about PR pros aren't changing. Reporters and editors still appreciate PR people who are familiar with their publications; avoid calling them on deadline days; and know when to take "no" for an answer.
Results found that 95 percent of editors and reporters believe that responding quickly is key to a good working relationship with the media. Providing easy access to client-company spokespeople; having good story ideas; and providing off-the-record information were next in line.
And when it comes to developing a story, the media rank a department manager relevant to the story (54%), company spokesperson (32%) or research development authority (28%) as the most important resources. However, PR specialists who can arrange an interview with a company "expert" on a moment's notice are the media's best friend. (MB&A, 212/481-7000)