Media Pet Peeves

Making friends with the media is an important part of public relations. Unfortunately, many PR professionals and their organizations alienate the very people they should befriend.

Editors consistently cite about a dozen ways that companies irritate them and make their work more difficult. Here are some of the most common pet peeves, with advice on how to avoid them.

Fortunately, with some thought, you can definitely improve your odds of success. So do your research and contact the media with appropriate information and pitches. Nothing else.

Unless you have earth-shattering news, the editors probably aren’t going to remember whether they received your release anyway. So if you don’t hear from them, assume that they are not interested. If the editors were interested and needed information, they would contact you.

You can phone if you are following up on your targeted pitch or if you can add something to your announcement (e.g., an interview with your top executive, an unusual visual or some late-breaking information).

One editor told me that a PR firm regularly pitched cooking recipes to his technology publication, a sure sign they didn’t know what the magazine covered.

And there really is no excuse. Review the publication, if only on its website. Check its media kit, which gives you an overview of its audience and mission. (You can typically find media kits either under the “advertising“ or “about us“ sections on the web.)

Better still, read the publication itself. Note its different sections and departments. Pay attention to its tone and topics.

Do the same type of research for any broadcast program. Note its format (e.g., news program or talk show). Study the personalities of the host and hostess. Learn the correct pronunciation and spelling of their names.

Don’t be like the PR manager who mispronounced the name of a leading California radio personality. This definitely showed that she had not listened to the program. It’s fair to assume that the producer did not really listen to her.

Throughout this process, consider where your company or organization might “fit” into the publication or program. Remember, the media is not going to adapt to you. You need to find a place for yourself.

For magazines, send news releases to the news editor. For both newspapers and magazines, send story ideas and articles to the features or articles editor.

If you are uncertain about the appropriate contact at a publication, ask either the editorial assistant or the editor in chief. People in those positions are accustomed to fielding such inquiries. For broadcast contact the news director (for newscasts) or producers (of specific programs).

Dean Rotbart, a former Wall Street Journal columnist, also suggests starting a “Reporter of the Month Club.” Dean is head of the TJFR group and sells journalists’ bios at http://www.newsbios.com/tjfr_group.htm

This is how it works. During the month, you read everything the reporter writes, and study his or her background. After the month, introduce yourself by referring to a few stories or by making some general comments about the reporter’s work.

You don’t even need to pitch a story. (In fact, it is probably better if you don’t.) Just open up the lines of communication. Making friends before you need them can definitely improve the overall effectiveness of your PR program long term.

If you can’t provide the information immediately, at least let them know you’re working on it, and give an estimate of when you will have the material.

For example, an editor wanted to interview my client, who was on a plane. I explained the situation and suggested the interview take place the next day. That simple response bought us the needed time. My client had his interview and was featured prominently in the resulting article.

One way to assure you’ll keep your promises is to focus on the most important reporters and editors. The 80/20 rule works in publicity as in virtually every other endeavor. Keep in close contact with the people who provide 80 percent of the value of your publicity program.

And, as Andy Walker, co-founder and executive editor of “Dig_iT Magazine,” said: “Never, ever break a promise you’ve made to a reporter. We never forget promises—and we hold grudges forever…” Perhaps an exaggeration, but words to the wise anyway.

The moral of the story: follow the golden rule. It’s good business. It’s good PR.

Dig_iT’s Walker described how he tried to get a photo of a tablet PC, but couldn’t find contact information on the first eight websites he visited. He found what he needed on the Fujitsu site, and the company’s computer ended up on the magazine’s cover.

So include contact information on all releases, and place the information prominently on your online press room.

When you get an editor on the line, state your subject in a few words and ask if it is a good time to talk. “Hello. I’m Kay Paumier, calling on behalf of XYZ Corporation about an iPod competitor. Is this a good time to talk?”

Sometimes PR people are too close to their companies to do their jobs well. PR’s function is to facilitate two-way communication between the organization, the media and other outside groups. The best PR people are intermediaries. They help both their companies and the media.

So look at things as reporters would. Ask yourself if your idea would appeal to their readers or viewers. Adapt the idea until it has that appeal.

This ability to balance the needs of the organization with the needs of the media is at the core of solid PR work. Maintain that balance and you will have a win-win relationship with your company and the media.

Some information for this article came from Bulldog Reporter’s Journalists Speak out on PR, “Top 10 Media Peeves to Avoid” and The Publicity Hound’s Tips of the Week, November 22, 2005.

©2005, Communications Plus

I grant you permission to reprint this article in whole or in part, as long as the following credit appears with live links to my Web site and email address: “Reprinted with permission from Kay Paumier of Communications Plus, www.communicationsplus.net, info@communicationsplus.net.” Please let me know where the material will appear.

—Kay Paumier, Communications Plus