Pierpont’s Top 10: Connecting with Reporters
by Chris Wailes
Co-authored by Chris Wailes, Vice President and Brittney Cochran, Senior Account Executive
You hear about the changing media landscape around every corner. Newsrooms are cutting costs, corners, budgets and staff, and you’ve accepted that times are changing. The question is: how do PR professionals, who are co-dependent upon the media, adapt to the change? Businesses certainly can’t afford to be left behind, essentially handing competitors customers, market share and profitability.
As one of the region’s top PR firms, we know the importance of exercising best practices when dealing with the media. For businesses, understanding and working well with the media can and will mean the difference between a full-color, front-page, above-the-fold feature and a one-line mention on page 15. And that difference in executive visibility and thought leadership could mean the difference between making the sale and landing a big contract or being left behind in the dust.
So how do you do it? Simply put: practice, expertise and innovation. It’s a unique combination. Here are just a few things we at Pierpont keep in mind when connecting with the media – ways we can leverage our expertise to elevate your brand, company and product recognition.
10. Keep it simple. There’s genius in simplicity. Communicators don’t have a lot of time to pitch and reporters don’t have a lot of time to respond. We know the cornerstones of good media relations, and offer that knowledge to all of our clients.
9. Have something to say. As professional communicators, it is our responsibility to give honest counsel to our clients on what is “news” and what is plain self-promotion. Sending non-useful or completely self-serving information to a journalist will get you black-balled.
8. Brevity is key. Can’t say it in 150 words or less? Keep trying. Remember that a pitch is not a story – it’s a hook to get their interest.
7. Do your homework. It’s important for any business to know who they’re selling to – the same goes for public relations activities. Know what your targeted journalist has written, their style and their deadline cycle – unless you want to be ignored.
6. Give them the complete package. Reporters no longer have the time – or the desire – to research all angles necessary for a story. What are the elements to a perfect story pitch? Serve them up on a silver platter.
5. Be polite. Remember, the person on the other side of the phone or email is just that – a person. When following up, ask if now is a good time to talk, if they’re on deadline or if there would be a better time to discuss your topic.
4. Speak their language. Does your targeted reporter prefer phone calls, e-mail, blog comments or tweets? A recent panel discussion with several prominent New York Times reporters revealed that most reporters don’t check email or voicemail any more – they rely on the comments section of their blog to find and qualify sources.
3. Follow their blog. When reporters start a blog, it’s dedicated to exactly what they want to talk about – the things that interest them the most. In order to connect with them in a meaningful way, read it daily, comment often and offer insightful, thought-provoking commentary.
2. Read what they write. Many professional communicators start correspondence with “I think you’d like this” or “Would you be interested in that?” – arguably the worst way to approach a reporter. Check out our case studies for tips on how to capture reporters’ attention and make them care about what you’re saying.
And the number one tip for professional communicators:
1. Think for your client without thinking like your client. PR people know their client or company’s objective and reporter’s agenda better than anyone else – the key focus is to manage both successfully. You’re only as good as your ability to deliver credible, non-self serving insight on your client’s industry.