THE TOP FIVE MEDIA RELATIONS MISTAKES TO AVOID
Between Miss Manners, Glamour Magazine's "Don't" column and Martha Stewart, we are bombarded with advice on avoiding social faux pas, preventing embarrassing fashion mistakes and how not to make a summer soufflé. But where does a self-respecting PR person go for a "Don't" list when it comes to media relations? Before you lose any more sleep over that thought, Shira Miller Communications has come to the rescue. Here is our list of the top five media relations mistakes to avoid from this point forward. Feel free to share this information with relative newcomers to the profession, clients or anyone else in your company that needs to better understand how to work with reporters.
1) Don't pitch a story without doing your homework.
We've listed this as the number one media relations mistake because
nothing shoots your credibility faster than approaching a reporter with
a story idea that doesn't fit their editorial focus. Your CEO might be
excited about the new phone system at corporate headquarters - but
chances are good that Fortune Magazine doesn't care about it. And why
would you approach the Atlanta Business Chronicle about a story idea
that has nothing to do with Atlanta at all? Read past issues of
magazines, have your TiVo record talk shows you plan to approach, and
conduct research using the Internet, media directories such as Bacon's
and editorial calendars, etc. Find out what they are looking for and
then, if your idea fits, pitch it accordingly.
2) Don't miss deadlines.
Time really is of the essence for reporters. Each day, they face real,
and often narrow, deadlines for getting their facts straight before
printing the newspaper or airing that evening news segment. One of the
first questions out of your mouth should always be "when do you need
this information?" - and then deliver it pronto. If you are stuck
waiting for others to respond to your internal requests for information,
continue to give the reporter regular updates on the process. Remember,
if they could read your mind, they'd probably be manning the Psychic
Friends Hotline instead of writing stories for Newsweek.
3) Don't turn into a PR stalker.
Sounds dramatic, doesn't it? But some people just can't take "no" for
an answer, even when they should. Bombarding the reporter with e-mails,
phone calls and faxes in an effort to beg or bully them into covering
your story after they've turned you down is a bad idea. At best you could alienate what could have
been a good contact in the future and at worse even receive a
restraining order! If your best pitch is politely rejected, respect
that decision and move on.
4) Don't drop the ball.
I've heard reporters complain about PR people who share a story idea
with them, say they'll call back on a particular day - and then
completely disappear. Or those communicators who respond
enthusiastically to media inquiries for positive press coverage, only to
never follow-up on the requested information. Whether you blame it on
alien abductions or attention deficit disorder, dropping the ball is
more than just rude - it harms the reputation of your business. Always
finish what you've started.
5) Don't treat the reporter like the enemy.
Reporters are just people who are trying to do their job - not hatchet
men with a secret agenda to pound your company's image into the ground.
Even when you are faced with an explosive situation - massive layoffs, a
CEO accused of stealing millions of dollars, allegations of investor
fraud - don't take it out on them personally. Saying "no comment" is
always the kiss of death, since it looks like you are trying to hide
something even when you aren't. Now, you don't have to be best
friends - but it's always in your best interest to maintain a
professional relationship with the media.