Comments on: Constant struggle between PR Pros and Journos

By: Jackie Wright

Jackie Wright — Fri, 05 Feb 2010 16:40:20 +0000

All good points! But, as communication pros, I think we need to realize that using other communication vehicles to get our message out is crucial!! The media is not the end all… especially when so many reporters and producers have been laid off. We need to educate our clients about the benefits of fully-integrated marketing programs that include PR, but also utilize other channels to get their message across to key markets.

By: Marketing $ociologist

Marketing $ociologist — Thu, 04 Feb 2010 23:34:26 +0000

Have found over my life – and it works in media relations, too – if you shut up, someone much more knowledgeable than yourself will come along, same something you were thinking and all you need to do is agree.

Pay PARTICULAR attention to Dr. Hardaway’s #2 and #3.

Another tactic I use: go to other organizations’ press conferences. Went to Dean Martin’s kickoff last month, made at least 5 media contacts.

By: francine hardaway

francine hardaway — Thu, 04 Feb 2010 22:01:15 +0000

1) Educate your clients and supervisors on what is POSSIBLE. Remind them of the state of the newspaper industry, especially in Phoenix, especially in areas that are not time-sensitive. You are NOT going to get many hits on any story, because the number of outlets has declined dramatically.

2) Don’t pitch at all, and don’t send press releases. Put the press release up on a site somewhere, and send a very short email FYI.

3) Use social media, where media people go to be found, and where they have a choice about where and when to respond.

4) Don’t work for a client who is unwilling to talk to the press about potential controversial stories and become a source or authority.

By: Stephanie Jarnagan

Stephanie Jarnagan — Thu, 04 Feb 2010 19:38:32 +0000

Rebecca — You are spot on with your comments! I feel the same and have had similar experiences. In today’s info-overloaded world, the most concise pitches often make the cut!

By: Rebecca Armendariz

Rebecca Armendariz — Thu, 04 Feb 2010 18:45:19 +0000

Oh… and re: calling to follow up, I must say that it is necessary at times.

There have been many pitches I’ve followed up on and the newsrooms have no idea where the original pitch is. They ask me to resend it, and they cover the story. I’m not saying this should be done for ALL pitches, but if I’m pitching that my hospital just delivered sextuplets and hear zero response from media, something’s up! They appreciate the follow up when the pitch is a quality story. Now… The challenge for PR pros is to make sure it IS a quality story. The little boy who cried wolf eventually got ignored, no?

By: Rebecca Armendariz

Rebecca Armendariz — Thu, 04 Feb 2010 18:42:28 +0000

Totally agree, Dan! Relationships are key.

Unfortunately, I do not think that writing is extremely important these days – especially for my initial pitching. The stories I land are often the result of a quick note to newsrooms – just one to two sentences, in fact! Reporters are looking for an angle, an interview (with doctor and patient) and visual. If I can tell them I’ve got all three in as few words as possible, all the better. They don’t have time to read through lengthy releases or two-page pitches. They want to tell their own stories. It’s our job as communicators to help them do that, not overload them with information they’ll likely not include in their stories anyway.

By: Dan Wool

Dan Wool — Thu, 04 Feb 2010 18:23:27 +0000

If you think you’re spamming a journalist, your relationship isn’t strong enough.

If they think you’re spamming them, your writing isn’t strong enough.

By: Jack Monson

Jack Monson — Thu, 04 Feb 2010 18:10:24 +0000

Charlotte,

Thanks for sharing these three sensible journalists’ insights! Good stuff here…

@jackmonson