I consider myself very fortunate to have worked — professionally — in both journalism and public relations/marketing communications. And, I still do both as I’m a periodic stringer for a couple area newspapers. (Yes, I am careful of conflict of interest and have passed on newspaper stories because of that potential.)
Being on both sides gives me great perspective — and frustration when I see supposed pros on both sides make it difficult for the other to do their job. Like it or not, media relations/PR people need journalists…AND journalists really can do their job better with assistance from media relations/PR pros. Journalists don’t NEED PR pros but do benefit greatly from good ones.
I know.
Because I’m on both sides.
In doing some recent newspaper work, I ran into some, um, issues by companies that do not make it easy for them to receive media coverage. So, let me offer three simple PR tips to help you get better coverage.
If you’re rushed, let me sum up the below quickly:
Do not make it hard for the media to contact you & talk with you for a story. If you make it difficult for the media to talk to you, the reporter more often than not can easily move on to another source. And, he/she will. I did.
Do not make the media jump through hoops to get a few comments or bits of information. Especially in this day in age, “media” can take any form. And, most of it can help you. No, you don’t have to talk to all media representatives but at least don’t make it hard to find out what they want. Example: One company required me to fax or email my request on newspaper letterhead (I’m a freelancer — I don’t have letterhead) to the marketing person who then will present it to the company president when they meet next.
Even if you have a PR agency/vendor, do have someone at the company who can take media calls. This is especially helpful if the reporter is on deadline and can’t wait to contact Mr. or Ms. PR Person first — knowing that the person you will eventually talk with is at the company. Fortunately, I had time to wait in this instance. Trust me, I understand the reasons to out-source PR (and appreciate when companies do to me!). However, there are times when the agency does get in the way. Companies should have a process for those in communications and those who answer the telephone to determine when media inquiries should be handled directly, and when they should be referred to the PR agency.
Do include media contact information on your site — don’t need no stinking forms. Corporate Websites are one of the first places journalists turn to for information, including contact information. On corporate Websites (social media ones, too!), PR contacts MUST include their email address and telephone number. That is their mobile telephone number. In this day and age, PR contacts must be accessible 24-7. It’s just the way it is. Accept it or get out of the business.
-Mike

