Rules of Engagement: How To Communicate With The Media

I’ve heard many-a nightmare stories of how PR people just simply don’t know how to pitch or approach the media. I cringe at these stories, especially when the PR source happens to be a senior practitioner or from a better known, global agency.  I could go on about how their principals go in and close the business only to turn the account over to some junior underling. This may be why the press gets irritated:  young, inexperienced PR professionals who simply do not know how to pitch the media. I hear even some seasoned PR folks seem to get this basic media relations task wrong. It’s a no-brainer folks, yet it never ceases to amaze me jus how many PR professionals are guilty of these infractions.

Bottom line: Use common sense when it comes to media outreach. I’ve heard reporters vent about receiving a press release on a product or service that isn’t even close to their beat; reporters who’ve received 5, 6, 7+ copies of a particular press release on the same day; PR folks who sent a press release or pitch only to follow-up later that same day (via phone- gasp!) to see if a press person received it. Come on! Y’all know better!

I know we’re all under the gun to get results. We all have clients and employers brow-beating us to get them coverage. But, hounding a member of the media or sending the pitch to the wrong person isn’t going to get you very far. Here are some basic rules to follow when contacting the media:

1. Know their beat, know their beat, know their beat! This is numero uno! If your client is a manufacturer of home audio equipment; don’t pitch the guy (or gal) who covers printers or the one who covers enterprise cloud computing. You’ll be ignored, or you may be lucky enough to get a terse response. My advice: Make an effort and read recent articles by a particular reporter to see what they cover.
   
   
2. Wait a day or two before you follow-up. It’s likely, a reporter or editor received your note. He or she is probably very busy filtering through the hundreds of PR pitches they receive daily. They will get to yours eventually. A little follow-up doesn’t hurt, but give them a little time before you get overly persistent. If they’re interested, they’ll respond.
   
   
3. Know a particular reporter’s contact preferences. Do they prefer to be contacted via email only- no phone calls please - or do they mind a quick call? Is it ok to send a quick note via Facebook or Twitter? Media database services like Cision and Vocus provide this type of information. If you’re not sure, ask. I’ve found that more often than not, a reporter appreciates you taking the time to find out how they like to work and communicate. It’ll help you establish a good working relationship with them and you increase your chances of receiving a response, which could result in coverage.
   
   
4. Send your press release once. A well-known tech reporter recently Tweeted about receiving 2,000 copies of a press release from a major wireless phone company whose name starts with a “V”. I’m sure it was a glitch in the system, but this particular reporter, and I can safely assume others, definitely got the message while having their in-boxes inundated. Trust me. Once is enough.
   
   
5. Make your subject line compelling – not deceptive. I recently saw an influential tech reporter send a Tweet addressed to PR people: “Never, ever send me an e-mail with the subject line, "Are you calling in?" Makes me think I forgot a very important call.”  What were they thinking? I’ve heard of PR people who send Outlook meeting requests to reporters so they can try to get on a reporter’s calendar.  The only thing you’ll achieve by using these kinds of tactics is irritating them and ending up on their black list.
   
   
6. Finally, keep it short and sweet. No one likes to read a novel in the midst of their busy day. Walt Mossberg once told me to keep my pitch to 2-3 sentences. I took heed. A short note with a link to more information is really all you need in today’s busy, mobile workplace. If a reporter wants more information, an interview or a product for review, they’ll definitely ask.

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[Hermes Birkin 2012]

He is a good friend that speaks well of us behind our backs.