Public relations professionals answer to two masters: their clients and the media. Often their interests are polar opposites. It’s a struggle PR people deal with every day.
As a leading boutique PR firm in New York City, the world’s media capital, we know that to be successful in media relations we must position our clients’ messages in a way journalists find valuable.
For that to happen, the PR pro must think like a journalist. All information provided to the media must be newsworthy, credible, timely, and succinct.
Leading With the Five Ws
A press release written like a news story – with the traditional “Who What When Where Why” lead — gets the journalist’s attention and elicits their respect right out of the box.
A lot of PR professionals started out as journalists and they possess a keen understanding of the tools they need to communicate most effectively with the media.
Those who have never been inside a newsroom start out with a disadvantage and often come at the media with a pitch that misses the mark.
If you only communicate your client’s self-serving message without making it media-worthy your pitch will fail.
Here are some pointers from PRMoment.com, a UK-based digital newsletter for PR professionals.
PRMoment.com asked journalists “What are your greatest frustrations when dealing with PR people”
· Nearly 80 % said “lack of understanding of the media outlet.” Think about that. It’s what mattered most – that the PR person had no idea whom they were pitching or what that publication was all about. A good PR pro is a student of the media and understands the differences.
· 52% said, “unwelcome phone calls.” Call once, make your pitch VERY succinct and don’t call on deadline.
· 47% said, “struggling to get straight answers.” This has a lot of do with getting your ducks in a row before you pitch, and getting your client to understand that when the media needs something for a story it has to be considered top priority.
· 36% said, “struggling to get hold of people.” A media request means nothing else matters until you get them what they want.
· 30% said, “lack of clarity of when or if the PR person will get back to you.”
Come on people – media placement is what it’s all about. It’s how your client will measure your success. Nothing else matters when the media call asking for a quote or a clarification.
A major part of PR success means training your clients to understand that being responsive is most important. They can’t ‘get back to them tomorrow.’ When a writer is on deadline often the spokesperson who gets back to them first gets quoted.
It also means that being truthful, forthright, clear, and concise in your message are essential to media communications.
Think like a journalist and count on maintaining good, lasting media relationships.