By Johnny Truong
“The following is just the last month’s list of people and companies who have been added to my Outlook blocked list. All of them have sent me something inappropriate at some point in the past 30 days. Many of them sent press releases; others just added me to a distribution list without asking. If their address gets harvested by a spammer by being published here, so be it – turnabout is fair play.” – Chris Anderson, Editor-in-Chief, Wired Magazine
That’s definitely a list you wouldn’t want to be on if you’re in this industry.
PR is all about people, relationships, and adding value. The industry shouldn’t forget that media relations should never be just about pitching, messaging, and sending press releases. It’s about symbiotic relationships, mutual participation, engaging in conversations, and most important, understanding what you’re talking about and why it matters to the person you’re speaking to.
Below is a list of PR do’s and don’ts in regard to clients and the media that we here at Engage PR value and respect:
Do:
- Respect the media’s and analysts’ time – gauge their availability before attempting to monopolize their next few minutes
- Research – know who you’re speaking to before you attempt to contact them. Are they the right beat reporter at the publication?
- Deliver what you promised, when you promised it – set feasible expectations when you say you’re going to get something to someone
- Establish healthy relationships with clients and the media – not all conversations have to be about press releases and messaging
- Be a resource to your contacts – prove to them you’re there to help them do their job, as they are there to help us with ours
Don’t:
- Be too aggressive – no means no!
- Contact multiple reporters at the same publication to reach someone – just because you can’t reach a certain reporter doesn’t entitle you to hunt them down through their colleagues
- Call during deadline – for weekly publications, deadlines are usually Wednesdays or Thursdays. For monthly publications, deadlines are usually in the third week
- Over- or underestimate the reporters’ knowledge – do a little research to gauge their expertise in the particular space
- Get wasted at an industry event – no commentary needed for this bullet…I hope…
I’m sure there are more PR do’s and don’ts, but abide to these and you will, I hope, stay off Anderson’s list of bad PR people.
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