Regardless of the industry in which you work, I’m certain there are unwritten guidelines - 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 great publicist is to figure out what is newsworthy about her clients and convey these newsworthy angles towards the media. When done properly, the result is a great news story for the reporter and positive publicity for the client - a true win/win.
Nevertheless, no matter how good the news angle, if PR professionals break particular fundamental etiquette guidelines - thereby annoying the reporter - they will ruin the chance for a story as well as ruin any future relationship with that reporter.
Consider this article the “primer” on dealing using the media, simply because without following proper etiquette guidelines, everything else will fall on deaf ears. To ensure that you immediately get about the reporter’s “good side” (yes, they do have 1), follow these communications guidelines:
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, very 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 in the afternoon and evenings. For TV, discover out broadcast times of the news and prevent calling the station within 1 hour of those broadcasts. If a weekly paper, for instance, comes out on a Friday, reporters will probably be working furiously in the beginning of the week and be free - and looking for stories - at week’s end. And monthly magazines are probably in no mood to hear PR pitches at the end of the month, when they’re furiously concentrating about the layout and printing of the next issue. The key, whatever the media form, is to respect the reporter’s crunch times.
Get to know their preferred means of accepting pitches.
Like a lot of us these days, many reporters live by their computers, and e-mail is the most convenient way for them to filter via pitches. But do not 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 very annoyed at receiving unsolicited phone pitches or calls from individuals saying, “Did you get my e-mail?” Begin off about the correct foot having a reporter by obtaining to know her preferred method of receiving pitches. You can frequently 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, phone or smoke signals, remember to keep it short and towards the point. A long written pitch is the quickest route towards the circular file or delete box. Likewise, calling a reporter and babbling over the phone will only convince her that you do not have a great handle on your story (ergo, why ought to she care about it?). With media, short and towards the point will help win the game each and every time.
Don’t leave them hanging.
One of the worst offenses you can commit against a reporter is to succeed in interesting her in your story idea and then failing to deliver the goods. If that happens, be aware that you have glowingly succeeded in ruining any future relationship with that person. Regardless of whether you’ve promised to provide her with additional information or a customer/client to speak with, make certain that you follow via - and quickly.
Practicing good 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 somebody who understands and can respond to their needs, opening the door to future opportunities.