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Client Media Relations Misconceptions

September 20, 2007 on 9:26 am | In Journalism, Media, Media Relations, PR, Public Relations | View Comments

People who don’t work with the media on a regular basis hold a lot of misconceptions about how to do it and what to expect. Let’s review three:

My story should be front page news. Your company is like 1000 other companies. You are no different. You all think you should be on the front page. In fact, you probably think
I should pay you because your story is so easy to pitch. Here’s the thing: if your story is not timely, impactful, does not contain some controversy, or is not unusual, then it probably is not newsworthy. Go here to learn more about newsworthiness.

I don’t need to participate in order to get coverage. Wrong, again. Your PR firm can get you into the red zone with a solid pitch, but you must carry the ball into the end zone. So, when a reporter calls you to discuss the story, be available. Right now, not later. Remember timeliness from above? It is just as important to be timely when a reporter calls.

I only want a big feature story. Big feature stories are great, but if you want to know the truth, it is the little mentions about new clients, new personnel or anecdotes in columns that seem to get the most readership. (When is the last time you or someone you know has read a big feature story on someone?) It’s the readership, not the placement that counts most.

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Harry, I love your third item above.

The back of most business journals—where they list the new hires, job changes, new contracts, etc.—is one of the most well-read parts of the newspaper.

Sales people use it for leads. Business people use it to stay atop the latest business gossip. And lots of others read it because it’s easy to scan.

Best of all, it’s the easiest part of the paper to get into.

As a publicity expert and former business journal editor, I recommend that people go after the big stories. But they’re difficult to get. You can keep your company’s name in front of the public over and over again by submitting briefs because newspapers feel obligated to print them.

Comment by Joan Stewart, The Publicity Hound — March 29, 2009 #

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