If you want to romance journalists, you don't need to send gifts, toys and bribes to get them to cover your story. Although it doesn't hurt. (PR NEWS is hoping to score some
feather pillows out of its page 5 story this issue. Wink. Wink.)
Aside from gadgets and junkets, however, journalists are swayed by honesty, openness and rapid response, according to a survey of more than 30 reporters and editors at Phillips
Business Information (publishers of PR NEWS). In the first part of our report on What Journalists Think, we asked our colleagues to describe how the best PR people have formed
long-term relationships with them.
Q: How have the best PR practitioners captured your attention initially, and how have they sustained the relationship? In short, how have they been helpful?
A: We go to lunch. They call me with story ideas and talk off the record to get their point across.
- Carolyn Keplinger, editor, Oxy-Fuel News
A: They talk like regular human beings and don't read me their pitch - they know what they're talking about but don't come off like it's the most important thing in the world.
They don't say, "We'd like to set up an interview." Leave me the power.
- John Scheinman, assistant managing editor, Electronic Commerce News
A: Attention to my deadlines in answering information requests and interview requests. Allowing me to guide interviews instead of forcing insufferable slide presentations upon
me.
- Evan Bass, editor, Fiber Optics News
A: Mostly, they make themselves available to me at a moment's notice. They are most likely to capture my attention by getting me an answer to a difficult question quickly
without a lot of B.S. Socializing at trade shows helps both of us understand the other's problems and limitations on the job. It puts a human face to a company for me.
Prevaricating is another major no-no. If I can't trust what he tells me, that ensures I'll try to get around him.
- Mark Forror, managing editor, Rotor & Wing
A: The best of the best in PR know and understand my magazine and the needs of our readers, and try to meet that need. The really good ones are attentive to our deadlines and
guidelines.
- Doug Larson, senior editor, Communications Technology magazine
A: I understand that not every rumor or major deal can be confirmed before its release, but a good PR person should be able to do better than say they can't comment.
-Paul Dykewicz, senior analyst, Satellite Group/Satellite News
A: When I first started covering the industry seven years ago, I called many PR people to get background information on the industry. They were very generous with their time
and observations, which formed the basis of good working relationships. We swap info regularly, and I'm able to gain the all-important access to the top people I need to speak to
on my stories.
- Benét J. Wilson, editor, Commuter/Regional Airline News
A: The best PR folks I've dealt with understand how to be professional and courteous, not pushy or ultra-"smooth" operators. PR flaks try to make [emails] seem real
personalized, starting them off with "Hi Lurdes" or "Wanted to let you know" and then it goes into your basic press release. Frankly, I consider this "personalization" annoying
and I usually just delete them.
- Lurdes Abruscato, copy editor, Telecom Group
A: By providing access to the right people, good artwork, staying in touch regularly, inviting us along on press junkets, and being honest. Many good PR people captured my
attention initially by simply being persistent and pestering me.
- Matt Thurber, editor, Aviation Maintenance
A: The very best fall into one category: concerned. They make sure all of my requests appear to be the single most important thing they are doing today. When they are unhappy
with me/us, the discussion does not begin with an assault and litany of accusations. In the breaking news department, they invariably tell it like it is, i.e., "Look, Scott,
there's no way you're going to reach the chairman, so cut your losses and work with the statement I already gave you. If I can get him/her to the phone, we'll call you first."
- Scott Chase, executive editor, Via Satellite/Launchspace
Buzz-kills
Phillips journalists reveal the phrases that will send your release straight to the recycling bin:
Turnkey
State-of-the-art
Seamless
Unprecedented
Announced today
End-to-end
The leading...
The only...
Revolutionary
Cutting-edge
Win-win
Solution
Utilize
Synergy