This week, we go back to the basics for a lesson in media training to use and pass along to more junior staffers.
There are no more impatient creatures than journalists. A deadline-driven workplace, a job that includes skepticism among its necessary skills, and - we admit it - an inherent
tendency to be just plain grouchy, combine to make journalists less than tolerant of rambling voicemails.
We know: It's an oft-repeated message. But we've spoken to more than one long-suffering journalist recently who complained that most of their calls from PR professionals
include a long-winded prelude, unnecessary information, or worse, an inexperienced caller reading off a pre-fab script. The same messages end with a suddenly-abrupt speaker who
hurriedly rattles off an inaudible number and slams down the phone.
What these journalists want your junior staff members to know:
- Don't call unless it's absolutely necessary (i.e. no follow-up calls to press releases!)
- Have in mind a clever angle or important nugget of information to offer the journalist, either in person if he or she answers, or via a pithy voicemail if he or she is not
available - Speak clearly and energetically - but not too quickly
- Leave your name, organization and phone number at the beginning of the call so a reporter in a hurry can grab your contact info without listening to a five-minute spiel
- Repeat that information again at the end of the call, slowly and clearly