Ten things NOT to do in the world of media relations

First of all, a disclaimer: during my many years in media relations, I have managed to do every single “do not” on this list. I learned this field not from college, not from post-graduate studies, but by invaluable experience as a reporter in Chicago where I was able to observe all manner of public relations practitioners and their press releases.

I paid attention to which releases were irresistible, and I learned which PR pros were wonderful to work with. Through it all, I was a human sponge, and I learned as fast as I could. You see, to me, the field of public relations is endlessly fascinating and rewarding.

1. Do not launch into your pitch without asking, “Is this a good time?” Reporters and TV producers are frequently on deadline and cannot take the time to listen to a story idea. You must tap softly at the media’s door and show the utmost respect for the high pressure scramble to make deadlines. If they tell you a better time to call, remember to call!
2. Do not initiate chatter. Reporters want you to get to the point ASAP. If a reporter asks how you are, say fine and move to your point. Understand he or she does not really want you to go into how you are. If you’re nervous about the call, have your key points written down. Script it.
3. Do not call a reporter unprepared. If they can listen and they become interested, do have a press release or write-up ready to be faxed or e-mailed immediately. Otherwise, you will be scrambling to write something with haste or you can’t get to it for days. Their interest may dissipate.
4. Do not wait to return a phone call to a reporter or producer. Returning phone calls to media takes total precedence. The best thing that can happen to you as a PR committee chairman or representative is that you become known as “responsive.” You will be called again and again, because reporters know you will stop what you’re doing and move their needs to the front burner.
5. Do not send anything out to the media without checking, rechecking and checking again that the five W’s are included (who, what, when, where, why). Also include ticket price, if applicable, a phone number to call, and a website address for more information.
6. Do not argue or get upset if a reporter is not interested in your story idea or ignores a press release. Be gracious and say, “Thanks anyway. I’ll call you next time.” They have the power, and don’t forget it. Persuasiveness is very different from badgering.
7. Do not be late. The number one reason a press release is not used is because it arrives too late. Figure three to four weeks before an event, longer if you are sending to a monthly publication. Weekly publications finish their softer news sections first, so you need to figure the timing out by counting backwards from the issue you would prefer. (Not that you have a say, mind you…)
8. For that matter, don’t be early. If you send a press release or press kit months ahead, it simply is not news yet to the reporter. It will then languish on a desk top and move to the bottom of the pile. Your news must be compelling from a timing perspective.
9. Do not let your story “die on the vine.” Let’s say a reporter is interested and you have sent your release immediately. You are not done. Now you must line up interviews and a photo session. All of it takes a zillion phone calls, note-taking and last-minute changes. Do not procrastinate. This is an important job.
10. Do not forget to say thank you. If a story appears, send an e-mail, a fax or a hand-written note expressing your appreciation. At the very least, phone it in. Believe it or not, I still have a bunch of thank you notes from my reporter days, and every single one of them was (and remains) very gratifying. Reporters want to know they did a good job, and it is your job to tell them!

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