Questions in this section were created by PUBLISIDE and answered by members of the media and select public relations professionals. The purpose of this page is to provide professional advice for being a "good" media relations client and better understanding how the media does its job.
Q - What is the one thing you wish PR types would do for reporters that they typically don't? How will this one thing help you in your work?
A - (David Whitley, columnist, Orlando Sentinel • orlandosentinel.com) "Most effective PR people pitch their stories and make it as easy as possible for the writer to do his or her job. That means delivering the person(s) to be interviewed or whatever else the reporter needs. Being efficient doesn't guarantee victory, of course. But if a reporter or editor is lukewarm on a story, the determining factor is often the ease of getting information; the easier you make things, the more likely you'll get the coverage you want."
Q - What are one or two elements that you look for in a quality media pitch?A - (Kathy Flanigan, reporter, Milwaukee Journal Sentinel • jsonline.com) "I like to hear from people who know about trends that are LOCAL that I might have missed. The Power Plate is a good example. If something is quietly becoming popular and we haven't heard about it, it's great to nudge us and tell us about it.
"If a pitch can include some real people we might want to speak with who aren't necessarily going to reap some financial reward from my doing a story, that is a plus as well."
Q - What is your opinion of companies that sell media lists or provide services with which you may create media lists?"If a pitch can include some real people we might want to speak with who aren't necessarily going to reap some financial reward from my doing a story, that is a plus as well."
A - (Joan Stewart, Speaker, Trainer, Consultant • publicityhound.com) "I don't have a problem with anybody doing anything legal to make money. But I must caution anyone who buys a media list. Often the information is out of date and you can never be 100 percent sure that Joe X still works at the newspaper. That's why you can't rely on these lists blindly. Before pitching or sending a press release, double-check to make sure Joe still works there and that the job title is the same. When I worked as editor at The Business Journal in Milwaukee, people working off of outdated media lists sent press releases to the editor (me), but they were addressed to the previous editor who had been dead for a few years."
Refer to this section periodically for more expert advice from these professionals, and others. If you are a member of the media and would like to have your issue addressed, please feel free to contact us and we'll do our best to include it with future postings on this page.