It may be the founding tenet of public relations, but that doesn't mean media relations practices are up to par. And what is the biggest problem with this fact? It's not that
PR has finally shed its stereotype of being an irrelevant service, but its media relations practices are threatening that advance. It's not that digital communications are
complicating the media relations landscape. Yes, both of these elements make the problem an urgent one, but here's the kicker: The biggest problem with media relations is that
many PR people still can't get traditional pitches right, so how will they ever make it in the changing world?
Consider the following problem-solution rundown an impetus for action - and a roadmap for taking the first steps towards reconciliation.
THE PROBLEM: I am a journalist, and I get 10 calls a day from junior PR people whose sole task is to follow-up on press releases that landed in my inbox a few hours earlier.
However, these press releases are generic new hire announcements or agency-of-record notices, neither of which my publication covers. If that junior person actually looked me up,
they would know that. (See sidebar for specific reasons why journalists do/don't return calls.)
THE OUTCOME: As a journalist, I not only tune this person out, but I remember your entire organization for being ignorant to my publication/beat.
THE SOLUTION: As a senior communications professional, it is absolutely, completely, 100% essential that you think like a strategist. That applies to how you counsel your
CEO/client, but it also trickles down to how you delegate responsibilities to junior people. Trash the practice of handing out a list of 100 journalists who have some ounce of
interest in public relations and imploring the newbie to call every single one of them. Instead, spend five minutes with them explaining the importance of the press release's
message, and issue this challenge: Spend a few hours researching, come up with a list of five to seven publications that are most likely to cover the news and - this is the most
important step - find a unique angle for each publication. Not only does this give junior people more valuable training (not to mention more interesting work), but it increases
the likelihood of coverage exponentially.
THE PROBLEM: I am an influential blogger in your marketplace, but you never reach out to me with story ideas or announcements.
THE OUTCOME: If you don't give me something to talk about, I'll come up with something myself. Chances are, you won't like it.
THE SOLUTION: The age of new media is over - new media isn't new anymore, so it's time to accept it and move on. Bloggers are journalists, so treat them as such. Start
building contact lists of influential bloggers, and keep them in the loop whenever possible. Jen McClure, executive director of the Society for New Communications Research,
offers these additional tips:
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Create and communicate clear blogging policies.
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Identify and listen to key digital influencers.
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Engage them in conversation, but don't try to own it.
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Don't use old methods of communicating in the world of new communications.
THE PROBLEM: I am a journalist/blogger listening to a press conference, and your spokesperson is botching the entire presentation - especially by not appealing to the digital
communications channel representatives who are present and planning to cover your announcement.
THE OUTCOME: I write a scathing piece about how incompetent your organization is, and how unprepared you were for your audience.
THE SOLUTION: Media train spokespeople early and often, and remind them that now their audience will include traditional journalists and bloggers. Then, after any press
conference, always follow-up by tracking key bloggers' comments and updating your own organization's blog, if you have one. Gerard Braud of Braud Communications offers these
tips:
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Come up with key messages that convey passion and purpose, not corporate speak.
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Use quotable quotes.
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Remember that what you say is always on the record.
CONTACTS:
Jen McClure, [email protected]; Gerard Braud, [email protected]
Basic Best Practices
- When pitching the media, know their beat, their style and their name
- Don't discount bloggers - they are the "new" journalists
- You can't respond to every blog post; identify the most influential sites, and let the strength of your products/services do the rest of the talking
- Your employees are your #1 constituent - make sure they could represent your company/message if called upon
Why Journalists Do/Don't Return Your Call
As a journalist, here's why I didn't return your call:
- You pitched me a story that is completely irrelevant to my publication
- You called during my deadline
- I have no idea who you are, and your message didn't help me figure it out
- I've already covered that, but thanks for checking
- You lost me at "hello"
- Your e-mail/press release was full of typos
- Your e-mail/press release is of biblical length
As a journalist, here's why I did return your call:
- You know my area of coverage
- You pitched a story angled at my area of coverage
- You pronounced/spelled my name (and my publication's name) correctly
- You provided me with the information I need
- You perfected the "elevator pitch" and got the point across quickly
- You gave me a way to reach you
- You didn't harass me