PR ETIQUETTE 101
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 with the media.
A primary function of a good publicist is to figure out what is newsworthy about her clients and convey these newsworthy angles to the media. When done properly, the result is a good news story for the reporter and positive publicity for the client - a true win/win.
However, no matter how good the news angle, if PR professionals break certain basic 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 with the media, because without following proper etiquette guidelines, everything else will fall on deaf ears. To ensure that you immediately get on the reporter's "good side" (yes, they do have one), 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 considering making contact with a journalist, first find out when her deadline is, and at all costs avoid 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, find out broadcast times of the news and avoid calling the station within one hour of those broadcasts. If a weekly paper, for example, 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 on 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 through pitches. But don't 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 people saying, "Did you get my e-mail?" Start off on the right foot with a reporter by getting to know her preferred method of receiving pitches. You can often find this out by calling the newsroom at the print publication or TV station.
Respect their time. Like all of us, reporters are busy people. Whether your pitch ends up being delivered via snail mail, e-mail, phone or smoke signals, remember to keep it short and to the point. A long written pitch is the quickest route to the circular file or delete box. Likewise, calling a reporter and babbling over the phone will only convince her that you don't have a good handle on your story (ergo, why should she care about it?). With media, short and to the point will help win the game 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. Whether you have promised to provide her with additional information or a customer/client to speak with, make sure that you follow through - 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 someone who understands and can respond to their needs, opening the door to future opportunities.
© Diana Laverdure
A primary function of a good publicist is to figure out what is newsworthy about her clients and convey these newsworthy angles to the media. When done properly, the result is a good news story for the reporter and positive publicity for the client - a true win/win.
However, no matter how good the news angle, if PR professionals break certain basic 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 with the media, because without following proper etiquette guidelines, everything else will fall on deaf ears. To ensure that you immediately get on the reporter's "good side" (yes, they do have one), 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 considering making contact with a journalist, first find out when her deadline is, and at all costs avoid 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, find out broadcast times of the news and avoid calling the station within one hour of those broadcasts. If a weekly paper, for example, 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 on 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 through pitches. But don't 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 people saying, "Did you get my e-mail?" Start off on the right foot with a reporter by getting to know her preferred method of receiving pitches. You can often find this out by calling the newsroom at the print publication or TV station.
Respect their time. Like all of us, reporters are busy people. Whether your pitch ends up being delivered via snail mail, e-mail, phone or smoke signals, remember to keep it short and to the point. A long written pitch is the quickest route to the circular file or delete box. Likewise, calling a reporter and babbling over the phone will only convince her that you don't have a good handle on your story (ergo, why should she care about it?). With media, short and to the point will help win the game 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. Whether you have promised to provide her with additional information or a customer/client to speak with, make sure that you follow through - 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 someone who understands and can respond to their needs, opening the door to future opportunities.
© Diana Laverdure
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