Regardless of the industry in which you work, I’m confident there are unwritten recommendations – or etiquette protocols, if you will – associated with it. The same holds true with public relations, especially as it pertains to a PR pro’s communications using the media.
A primary function of a good publicist would be to figure out what is newsworthy about her clients and convey these newsworthy angles to the media. When done properly, the result is a good news story for the reporter and positive publicity for the client – a true win/win.
Nevertheless, no matter how great the news angle, if PR professionals break particular fundamental etiquette recommendations – thereby annoying the reporter – they will ruin the chance for a story too as ruin any future relationship with that reporter.
Consider this article the “primer” on dealing using the media, because without following proper etiquette recommendations, everything else will fall on deaf ears. To ensure which you immediately get about the reporter’s “good side” (yes, they do have 1), follow these communications recommendations:
NEVER contact reporters during deadlines.
All media work on deadlines, and these vary among daily newspapers, weekly newspapers, television and magazines. When thinking about producing contact having a journalist, first discover out when her deadline is, and at all costs prevent calling her during this time. As a rough guideline, reporters at daily papers put their stories to bed within the afternoon and evenings. For TV, discover out broadcast times from the news and prevent calling the station within 1 hour of those broadcasts. If a weekly paper, for example, comes out on a Friday, reporters will probably be working furiously within the beginning from the week and be totally free – and searching for stories – at week’s end. And monthly magazines are probably in no mood to hear PR pitches at the end from the month, when they’re furiously concentrating about the layout and printing from the next issue. The key, whatever the media form, would be to respect the reporter’s crunch times.
Get to know their preferred means of accepting pitches.
Like lots of us nowadays, many reporters live by their computers, and e-mail is the most convenient way for them to filter through pitches. But don’t just assume that e-mail is their preferred method of communication. Some reporters’ e-mails are so bombarded with junk mail that they prefer receiving story pitches the old fashioned way – via snail mail. And many reporters become really annoyed at receiving unsolicited telephone pitches or calls from individuals saying, “Did you get my e-mail?” Begin off about the right foot having a reporter by obtaining to know her preferred method of receiving pitches. You can often discover this out by calling the newsroom at the print publication or TV station.
Respect their time.
Like all of us, reporters are busy people. Regardless of whether your pitch ends up being delivered via snail mail, e-mail, telephone or smoke signals, remember to keep it short and to the point. A long written pitch is the quickest route to the circular file or delete box. Likewise, calling a reporter and babbling over the telephone will only convince her which you don’t have a good handle on your story (ergo, why ought to she care about it?). With media, short and to the point will help win the game each and every time.
Don’t leave them hanging.
One from the worst offenses you are able to commit against a reporter would be to succeed in interesting her in your story idea and then failing to deliver the goods. If that happens, be aware which you have glowingly succeeded in ruining any future relationship with that person. Regardless of whether you’ve promised to provide her with additional info or a customer/client to speak with, make certain which you follow through – and quickly.
Practicing great PR etiquette with journalists will get you far in forming positive relationships with them. And even if it doesn’t result in immediate publicity, you will have shown yourself as someone who understands and can respond to their needs, opening the door to future opportunities.