By Arthur Solomon
Experienced public relations practitioners know that there are many tricks of the trade that are not taught in communications schools and are learned only on the job. Knowing how to deal with journalists leads that list.
A survey of journalists at major news outlets revealed that the below findings (long used by media relations pros) will make certain that your pitch will always receive a welcome reception:
Never have a client correct the talent, no matter how wrong the interviewer’s facts may be. If you do, you’ll never be able to again book a guest on the network.
During a radio interview, clients should remember that even though the interviewer’s convoluted “gotcha” question may take a minute, the answer should be limited to the equivalent of a 10 second sound bite.
During a taped interview, an agency should never complain that the editing misrepresented the client’s position.
If a reporter makes a mistake in a print story, never ask for a correction. Yes, you’ll get it, but the reporter and his editor will be embarrassed and you will be blacklisted.
Because most pitches today are by e-mail or telephone, sending a pitch via snail mail has a better chance of being looked at.
Because so many seasoned journalists have been terminated, many reporters are just out of journalism school and are inexperienced. So, their editors say they would appreciate it if you would prepare a list of questions you would like them to ask your client prior to the interview.
Editors said that they would also appreciate your looking over the novice reporter’s copy to make certain that he understood your client’s responses.
Several editors said that because of staff cutbacks, they do not want their researchers wasting time on subjects that your client will not discuss. Listing those subjects in the pitch will be appreciated.
Because news supervisors have had the difficult job of terminating staff members over the past several years, telling an assignment editor that your job depends on getting the placement will receive a sympathetic ear and your story will be assigned.
Don’t believe it if you’re told, “we’ll get back to you if we’re interested.” Assignment desks said that they are more likely to assign a story if the P.R. person really believes in it. “So follow-up at least several times a week,” said one producer.
Don’t send too much background material. Journalists don’t have the time to look through it.
Because of the 24-hour breaking news cycle, reporters may not have the time to write a story, even after conducting an interview. Writing a story that the journalist can edit and use is a good way to cement a relationship.
Some editors said that telling them that a prominent news outlet used the story several days ago could be a deal clincher. As one editor said, “ If it was good enough for the New York Times, Wall Street Journal or the nightly TV news, we’ll certainly do a story.”
Two TV bookers said never suggest a client who is more attractive than our interviewer. Our interviewer must always look the best.
Another TV booker said, we appreciate it if you would bring your own coffee, cookies and sandwiches to the green room; that way there should be enough for us to take home.
And, importantly, many print editors said, “that because of the cutbacks in staff, we really don’t have the time to evaluate all the PR pitches we receive. The great majority of editors said that they would appreciate it if you would begin your pitches by saying, “Have I got a great story for you. That way we would know that it should be assigned to someone.”
Of the 150 newspaper editors surveyed, only three said that they were too busy to participate; they were correcting grammar and spelling in press releases that they were going to use as lead page one stories.
Happy April Fools’ Day!
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Arthur Solomon is a former senior VP at Burson-Marsteller, where handled national and international accounts. He now is a frequent contributor to public relations and sports business publications, consults on public relations projects and is on the Seoul Peace Prize nominating committee. He is available at [email protected]. |