What's a media-relations issue of PRN without a little insight from the media? We asked our editorial colleagues at PBI and elsewhere to reveal their PR pet peeves, as
well as some of the smart ways publicists have chased them down. Our findings are plaintive insights: a PR person becomes a trusted ally when she does the job with practicality
and grace, and a distracting nuisance when she doesn't. Read on for some new ways you might land your clients in ink.
Refresher Course
Senior Editor Steve Smith of mins New Media Report responds to pitches that are backed up with real results, not marketing
blather peppered with tired jargon like "cutting edge," "unprecedented," and "turnkey." Case in point, one PR person pitched him with an engaging story idea and backed it up with
contact information for satisfied customers. The pitch turned into a great story and he was especially appreciative that the PR person helped him with the legwork, i.e. fleshing
out the story by identifying reliable sources and providing contact info for them.
Nearly all our respondents said that unoriginal and scripted pitches are about as welcome as a telemarketer who calls during "Survivor." Many publicists lack a solid
understanding of the media they are pitching and how to fit their idea into the media's format appropriately. Journalists rebel by turning a cold shoulder to uninformed newcomers
and instead strike up exclusive, fruitful relationships with the small number of PR folks who send them great stories--and sometimes publicly ridicule those who don't.
New York Times columnist and former Inc. Magazine Editor Jeffrey L. Seglin was once pitched with a story about chewing gum. He told the publicist that Inc.
writes about entrepreneurs, not consumer goods. "Well, they chew gum, don't they?" came the quick-witted reply. The publicist's pitch did make it into the magazine--in a
column about how not to do public relations.
Technology's great...why not use it?
Amy Frazier, editor of PBI Media's Selling to Kids newsletter, points out that the Web is a boon for journalists when it comes to getting the bare facts about a
company, without the hassle of tracking down a PR staffer inside the organization. Problem is, many Web sites bury this information or worse, lack it completely. Worse yet,
sometimes media contacts are listed only with email addresses. Not a great tactic to reach journalists who tend to be cynical types and believe their emails will be sucked into a
black hole without fast enough response. Smart publicists take the time to make important information readily available online. Frazier is also a fan of sites that archive press
releases; past news is a window into a company's evolution and could provide fodder for future stories, she says.
It's no secret that most journalists prefer email to faxes or snail mail these days, but spam is a big turn-off (so hold off on broadcast emails announcing such exciting news
as new hires and accounts.) Also, steer clear of attachments and flashy downloads. You might think they are making your client look hip and tech-savvy, but journalists have little
time or motivation to open them. Your release will have a better chance of being read if it readily appears in the text of the email. Direct them to Web sites, video streams or
other tech wonders in the body of your release.
Definite PR don'ts:
Don't follow up just to "see if you've gotten the release." Unless you've been asked to, it's as inexplicable as
processed meats, the Northern Lights, and the success of the Pointer Sisters: PR people feel obliged to call just to "make sure" journalists have gotten a release. If you must
do this, try to bring some helpful piece of information to the table that will make the call seem less self-serving. For example, offer some breaking industry news or
information on a recent trend. Even a sexy quote from your CEO at this point can redeem you. If the reporter has already heard the news he'll appreciate the fact you're thinking
of him--and be less likely to lay a curse on you for the interruption.
Don't drag your feet when beckoned
Journalists work on deadlines--be especially mindful of those with tight ones. Fail to act quickly and they may run with less desirable sources. Seth Arenstein, editorial
director of CableFax Daily, advises "sometimes we have to beg to receive pictures and information about a favorable story we want to write about [a] company...It's amazing how
long it usually takes PR people to respond to us."
Don't think a tchotschke will get you in the door
Editor Jay Krasnow, Electronic Commerce News, admits that one of his biggest PR turn-offs are the countless mugs, t-shirts, and stress balls that show up in his mailbox.
"I usually end up throwing them away," he writes. "What a waste of money."
Don't be afraid to get under the hood of a story
Journalists are always looking for fresh angles and this may mean going beyond interviews with the usual suspects (i.e. CEO, Chairman of the Board, company founders, etc.)
Great PR people know specific departments, employees and client customers who can infuse a story with perspective, colorful examples and illustration and useful, well formed
insight.
Understand This: Building Relationships Takes Time
Often, the immediate rush to disseminate information overtakes the longer-term need to cultivate good relationships with the media. Such strategic oversight is dangerous. PR
people reap better results when they get acquainted with journalists in social situations and keep communication lines open, good times or bad. Observes Paul Dykewicz, senior
analyst of Satellite News, "Business is not always good, so why not acknowledge challenges that crop up? ...[having good relationships] will always help when sensitive
stories arise."
Steve Smith of min's New Media Report points out that honesty is always the best policy. "The job of PR is not to spin but to inform. If the information from a company
is not enough to make a convincing argument for its viability or relevance, then it's not PR, it's propaganda." Most journalists will regularly consult smart PR people who are
willing to go off the record or provide information on background. Publicists have been known to become de facto industry experts for many journalists.
"A PR person who understands that an editor needs to track news, offer fresh insights to his or her readers, and report the truth earns respect," remarks Dykewicz.
Elephants and Journalists Never Forget
"Once I told a PR person that her story wasn't my beat. She asked me to pitch it to the right people for her. Needless to say, I didn't take the time to remind her that it was
her job."
--Jeffrey L. Seglin, columnist, The New York Times.
"One PR person called me with a pitch and answered every one of my questions with `I don't know, I was just hired.' Sending your PR people ill-prepared into the field does a
disservice to your company and to the PR profession."
--Steve Smith, senior editor, min's New Media Report "I got a call from some folks who had no idea about our industry. They began the conversation with
`Do you know about the National Show next month?' How insulting. That's like asking a tax attorney if he or she knows that April 15 is tax-filing day."
--Seth Arenstein, editorial director, CableFax Daily