Tracking the journey of PRCA 3330

TOW13- You drive me nuts!

Posted on: November 12, 2010

PR Professionals and Journalists work together on a regular basis. For both parties, it is important to have a good relationship with those of the other profession. As a PR professional it is crucial for your company’s well-being to have the press on your side. Here are a 10 things NOT to do to keep the lines of communication open and thriving (based on my opinion and with the help of opinions of Loose Wire Blog).

1. When PR professionals don’t do their research concerning a reporter’s credentials it comes across as rude and insulting. With the amount of technology at our disposal it is VERY important to know about a reporter’s background. Do your research before asking easily avoidable questions.

2. It is only natural to be curious about what a journalist thinks about your product or when your story is going to be released, right? Often times PR professionals give in to that urge and bother journalists with questions before they are finished. After you have given your product to the reviewer or submitted your news release to a journalist, the ball is in their court or you run the risk of annoying them and hurting your company.

3. It may seem like a good idea to mention to a journalist that a rival publication has covered your story, however it is not. If a journalist wants to cover your story it will be for their own reasons, not to cover something that has already been published.

4. While you may be concerned that a journalist may not portray your story in the exact manner, you MAY NOT ask to review their copy before it goes to press. Aside from being tacky, it makes the journalist feel like you don’t trust them… and that is no way to have a good relationship with the press.

5. Automatic or generic e-mail responses are a quick way to solve the problem of an overflowing in-box. However, they are also a quick way to hurt your relationship with a journalist(and your mother, for that matter).

6. It is easy to fall into the habit of contacting journalists when you need a story covered. Maintaining a good relationship with your journalist contacts year round is more beneficial.

7. While you may think your story is newsworthy, a journalist may not. If a journalist declines your story do not take offense or hold a grudge.

8. It is a PR professionals responsibility to get information out to the public. But it is important to remain tactful when doing so. Releasing the same information to multiple journalists WILL come back to bite you in the butt.

9. You may think you are doing a journalist a favor by keeping the amount of information you send them brief, but beware of giving them too little information. If a journalist does not have everything they need to write a story, they won’t.

10. PR professionals write in a specific manner that differs from the journalist’s style of writing. Do not credit yourself with being able to write a news story. Give the journalist the information they need to write the story and let them do it.


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November 2010
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