Be A Pr Pro: Think Like A Journalist!

by Mike Maynard

If you want to develop a productive, solid, and long-term relationship with reporters and editors, think like they do. Understand the pressures and constraints that they face. When you tailor your pitch to their needs, you become an indispensable ally.

Here are some key points to get you thinking like a journalist. You’ll stand out from the rest when you deal with the media on their terms. They’ll find it refreshing and, yes, even helpful.

THINK LONG-TERM

In the fable, The Boy Who Cried Wolf, the townspeople were fooled by the boy who claimed the wolf was about to attack them. After a few of these false claims, the townspeople stopped believing the boy and ignored him. Substitute the PR person for the boy, the media for the townspeople, and your client for the wolf. The media are less forgiving than the townspeople in the story. One false claim or misrepresentation and you’re gone.

Don’t sacrifice the credibility of your client or yourself by misrepresenting a product or service that you’re pitching. Journalists have long memories when it comes to being fooled. Because you want to create long-term relationships, avoid the hype. Instead, focus on information. If you have a new product, why should a journalist devote airtime or newspaper coverage to it? What are the implications for the consumer?

WRITE LIKE A JOURNALIST

Journalism has changed dramatically over the years, but one thing hasn’t changed. Don’t bury the lead.

Journalists often lament that they have no time to sift through a three-page press release looking for the salient point. If they want flowery language, they can read a novel. What time-pressed reporters and editors want are the facts and why they matter to their readers, listeners, or viewers. If you can’t give them this in the first two paragraphs, it’s time to rethink your PR strategy.

This facts-first approach applies to every part of the message, including the subject heading of e-mails, headlines of press releases and articles, and lead sentences.

An e-mail’s subject heading is an overlooked vehicle to convey a story’s interest. When a subject heading is left blank or contains the product name, a journalist is likely to hit the delete key. A pithy heading that can be incorporated in just a few words will get the journalist to open your message. It’s a step in the right direction. Headlines and lead sentences help reinforce the timeliness and relevance of the message that you want to get across.

INFORMATION, PLEASE!

Before you get in touch with the media, make sure your facts are in order. Look at the material you’re sending and ask yourself: Does this make sense? Are there any inconsistencies? Does this represent a change or reversal from previous announcements? If so, why?

If you don’t ask yourself these questions, there’s a reporter on the other end who might. Bringing in experts from within or outside the company is a great way to bolster your credibility. The more facts that journalists have, the more comfortable they are with bringing the story to their editors.

Fact sheets provide a great addition to press releases. When done properly, they’re important tools for reporters who need background information about the company, products, or people in the company. Again, accuracy counts. Make sure the numbers and figures that you provide are correct, including spelling of names and products.

DO YOUR HOMEWORK

Who are the people you’re pitching? Do you know if they’d rather receive materials by fax or by e-mail? Maybe they prefer a phone call. What time of day is best for them? The answers to these questions can go a long way in building relationships with journalists. Most journalists will be glad to share their preferences with you. In fact, they’ll be thankful that you’ve taken the time to ask them.

Most media outlets have an online presence so there’s no excuse for not knowing what a particular news organization covers. Perusing a reporter’s previous work also helps give the PR professional a sense of what they cover and the angles they take. Mentioning one of their articles or reports always helps build the relationship. Flattery, when it’s sincere, can help.

DON’T FORGET LOCAL MEDIA

Don’t dismiss local media. They can help you build your credibility. They’re often looking for local companies to profile. When there’s a national story in which they’re looking for a local angle, your company might be able to provide the means to do this.