How to work with reporters

As a public relations professional, it’s my job to call reporters and share my client’s story with the media. But for a moment, imagine the other end of the phone line … the reporter. Hundreds, if not thousands, of people just like me are calling, emailing and faxing; all of us working to get the reporter’s attention so they’ll write a story. How do you set yourself apart from the pack? Keep reading …

PR isn’t just about picking up the phone and calling a reporter. There is a ton of strategy involved in what we do. So before you pick up the phone or send out a “PR release,” listen to what I have to say

But STOP! Before we go any further, IT IS NOT CALLED A PR RELEASE. I repeat. It is not called a “PR Release.”  We send out news releases

Now, on to the good stuff

DO NOT MASS DISTRIBUTE. Don’t blast emails or faxes. Don’t do a generic pitch that blankets a ton of reporters.  It’s important that you do your homework and get to know each reporter you’re planning to pitch. There is nothing more embarrassing than sending a pitch to a reporter that doesn’t cover your topic. Example: my client is launching an exercise video. Over my dead body will I pitch the financial editor on this topic. UNLESS there is a financial angle

Further, mass distributing your news releases is just like spam. You know how annoyed you get when you receive those Australian lottery winner emails or the African prince that is looking for his soul mate. DON’T SPAM

Customize your outreach. Refer to previous coverage by that particular reporter. Open up with a brief remark that gets the conversation going … and personalize it.

It’s fine to follow up with a reporter, but please don’t call and ask if they’ve received your news release. Chances are their desk is just as cluttered as yours.  Instead, lead with “Am I calling at a good time” and give them a couple of juicy facts to gauge their interest. They may ask you to send them a release; don’t be offended. Just keep your mouth shut and send it again. Be respectful of their time and courteous with your follow up.

Most importantly, develop relationships with reporters so that you become a resource for them.  A few reporters I work with contact me needing sources for stories that don’t apply to any of my clients. I don’t mind helping them because I know that when I really need them, they’ll be there.