What a journalist wants PR people to do (or not to do)
View Comments Published by on 5/1/07 at 18:37.
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I came across a nice post called 'public relations' by journalist Elliott who writes for MSNBC.com, National Geographic Traveler, and other media houses. He wrote 'If you're a publicist and you're interested in placing a product or service in one of my columns, please read on….'
The first thought that ran into my mind was – here comes another example of the consequence of feeding journalists’ ego too much. Journalists start acting like demi-Gods, chart out rules, lament, and blah blah..
To my surprise, it turned out that Elliott likes PR guys and wants to work together with them.
He also wrote that he won't misrepresent a story, hang up on PR people, ask to write the story for him, lecture, take anything personally, ask for a freebie, complain to the PR client or boss, be rude, ask you to do his reporting, or ignore the PR person. How we wish all journalists are like him!
He has listed down some things he does not expect from PR people. Maybe we all can learn a thing or two. I think Elliott wrote his posts so that PR people understand journalists more, which is the same reason why I am taking forward this discussion in this blog.
Anyway, here is the list (hope he won't mind me duplicating it here). The PR perspectives are from my side – hoping we can understand each other more.
10. Asking me for an exact air date or publication date on a story. Although it is your right to know when a story is going to appear (and I will gladly tell you) I often don't know the precise date until just before publication.
PR perspective: All media activities are conducted as part of a time-lined plan. We understand that getting a definite date of publication is difficult. But with each passing day, we get increasing number of queries from the people who have sat with the journalist for hours to provide him that information.
9. Sending me an unsolicited press kit. Come on. Do you have any idea how many trees you're killing?
PR perspective: Why would I want to send an unsolicited press kit to a journalist? I have no idea. I even don’t feel like sharing press kits to any soliciting journalist ever since an incident some years back. I was traveling with a journalist once to an interaction. He was carrying a carry bag full of leaflets and press kit folders inside. On the way, he asked me if he could dispose them off on the way somewhere. He said he gets dozens of these everyday and if he starts to read all of them, he’d have a breakdown. Information overload! His notepad and notes are enough. If he requires, he will get on to the Internet or ask for more.
However in occasions, all information are not available on the net. So journalists require it for background check and for ready reference during the interviews.
8. Asking what my 'angle' is. I often don't know until I'm done with my reporting. Rest assured, you will know what the story is about when I'm running my fact-check with you.
PR Perspective: Journalists rarely run fact checks with PR pros in India…..
7. Calling to find out if your client is in the story. I don't know until the story is published. Often, neither does my editor.
PR Perspective: Fair enough, journalists are accountable to their stories, but we are also accountable to our clients.
6. Requesting a letter of assignment. I wouldn't ask for information and then not write about it. What kind of travel writer do you think I am? ;-)
PR Perspective: Oh yes, many journalists, especially young ones, love doing relationship meetings with industry honchos. It’s a free knowledge session.
5. Mailing me something 'embargoed' or asking me to sign a nondisclosure statement. I'm a journalist -- I get paid to break news, not keep your clients' secrets.
PR Perspective: I have sent embargoed press releases and information to colleagues in other branches or clients, not to journalists ever. Hmmm…wonder why they do it.
4. Sending me an e-mail that begins, 'Dear {USER_FIRSTNAME}' Look, if you're gonna spam me, at least learn how to use the software.
PR Perspective: Mass mailing, if necessary, is recommended for press releases only since anyway everybody knows it's sent out to all. Mass mailing pitch mails and invitations are offensive and a strict no-no.
3. Pitching me for an outlet I haven't written for in years. Everything I write is online. Take a few minutes and read up. I'll love you for it.
PR Perspective: Perhaps we want the journalist to write about it again - a follow-up story with an additional angle, because that might be the messaging we wanted to come on print again. It helps our clients you see. We are not entirely into journalism and to help break sensational news. We help spread marketing messages that will help clients sell their products more, build brand, etc. etc.
2. Calling my editor when you're not happy with a story. I'll find out, and when I do, we'll both be unhappy.
PR Perspective: Believe me, the last thing we want to do is offend a journalist and spoil relationship with him. But if the story is all factually wrong, and our clients’ stock market standing is dipping, we can’t help but request for a corrigendum. That said, if the facts are true, we do make our clients swallow to a great extent whatever treatment the media gives.
1. Following up with a phone call to 'see if I got the press release.' Honestly, they should expel people from PRSA for doing this.
PR Perspective: But we do want to get some coverage out of that, don't we? Just making sure…precision... it’s no big deal. It might be a useful announcement too.
Technorati Cosmos: other blogs commenting on this post
The first thought that ran into my mind was – here comes another example of the consequence of feeding journalists’ ego too much. Journalists start acting like demi-Gods, chart out rules, lament, and blah blah..
To my surprise, it turned out that Elliott likes PR guys and wants to work together with them.
He also wrote that he won't misrepresent a story, hang up on PR people, ask to write the story for him, lecture, take anything personally, ask for a freebie, complain to the PR client or boss, be rude, ask you to do his reporting, or ignore the PR person. How we wish all journalists are like him!
He has listed down some things he does not expect from PR people. Maybe we all can learn a thing or two. I think Elliott wrote his posts so that PR people understand journalists more, which is the same reason why I am taking forward this discussion in this blog.
Anyway, here is the list (hope he won't mind me duplicating it here). The PR perspectives are from my side – hoping we can understand each other more.
10. Asking me for an exact air date or publication date on a story. Although it is your right to know when a story is going to appear (and I will gladly tell you) I often don't know the precise date until just before publication.
PR perspective: All media activities are conducted as part of a time-lined plan. We understand that getting a definite date of publication is difficult. But with each passing day, we get increasing number of queries from the people who have sat with the journalist for hours to provide him that information.
9. Sending me an unsolicited press kit. Come on. Do you have any idea how many trees you're killing?
PR perspective: Why would I want to send an unsolicited press kit to a journalist? I have no idea. I even don’t feel like sharing press kits to any soliciting journalist ever since an incident some years back. I was traveling with a journalist once to an interaction. He was carrying a carry bag full of leaflets and press kit folders inside. On the way, he asked me if he could dispose them off on the way somewhere. He said he gets dozens of these everyday and if he starts to read all of them, he’d have a breakdown. Information overload! His notepad and notes are enough. If he requires, he will get on to the Internet or ask for more.
However in occasions, all information are not available on the net. So journalists require it for background check and for ready reference during the interviews.
8. Asking what my 'angle' is. I often don't know until I'm done with my reporting. Rest assured, you will know what the story is about when I'm running my fact-check with you.
PR Perspective: Journalists rarely run fact checks with PR pros in India…..
7. Calling to find out if your client is in the story. I don't know until the story is published. Often, neither does my editor.
PR Perspective: Fair enough, journalists are accountable to their stories, but we are also accountable to our clients.
6. Requesting a letter of assignment. I wouldn't ask for information and then not write about it. What kind of travel writer do you think I am? ;-)
PR Perspective: Oh yes, many journalists, especially young ones, love doing relationship meetings with industry honchos. It’s a free knowledge session.
5. Mailing me something 'embargoed' or asking me to sign a nondisclosure statement. I'm a journalist -- I get paid to break news, not keep your clients' secrets.
PR Perspective: I have sent embargoed press releases and information to colleagues in other branches or clients, not to journalists ever. Hmmm…wonder why they do it.
4. Sending me an e-mail that begins, 'Dear {USER_FIRSTNAME}' Look, if you're gonna spam me, at least learn how to use the software.
PR Perspective: Mass mailing, if necessary, is recommended for press releases only since anyway everybody knows it's sent out to all. Mass mailing pitch mails and invitations are offensive and a strict no-no.
3. Pitching me for an outlet I haven't written for in years. Everything I write is online. Take a few minutes and read up. I'll love you for it.
PR Perspective: Perhaps we want the journalist to write about it again - a follow-up story with an additional angle, because that might be the messaging we wanted to come on print again. It helps our clients you see. We are not entirely into journalism and to help break sensational news. We help spread marketing messages that will help clients sell their products more, build brand, etc. etc.
2. Calling my editor when you're not happy with a story. I'll find out, and when I do, we'll both be unhappy.
PR Perspective: Believe me, the last thing we want to do is offend a journalist and spoil relationship with him. But if the story is all factually wrong, and our clients’ stock market standing is dipping, we can’t help but request for a corrigendum. That said, if the facts are true, we do make our clients swallow to a great extent whatever treatment the media gives.
1. Following up with a phone call to 'see if I got the press release.' Honestly, they should expel people from PRSA for doing this.
PR Perspective: But we do want to get some coverage out of that, don't we? Just making sure…precision... it’s no big deal. It might be a useful announcement too.
Labels: mediarelations
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Technorati Cosmos: other blogs commenting on this post
We are the ones running after journalists not vive-versa most times, so they tend to throw a bit of air. But yes, journalists and PR guys need to work together because the professions are so interlinked.
we seem to be in a love hate relationship :-)
I have added you to Tech Favs as you requested on a comment in my blog.
we seem to be in a never ending love-hate relationship...only this one seems like an open partnership
I have already added you to my technorati favorites. Maybe it was through one of my other blogs. http://www.xanga.com/karen_s
or http://yesmyopinioncounts.blogspot.com
Most Journos like to believe that PR ppl r out to pester em, not realising that they may not b able to function if all of us were to go on strike even for a day...
thanks karen..
Most journos today are a pampered, spoilt, spoon fed lot who feed off the advantage they take of PR professionals. The journalism industry today lacks imagination, creativity and a basic sense of manners.