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Build rapport with journalists

Written by: John Durning

Article Overview: News outlets churn through literally hundreds of stories every day. To sustain such momentum, they need a constant stream of ideas – some of which they come up with themselves, some of which are supplied by public relations firms on behalf of clients.

Build rapport with journalists

Build rapport with journalists

You’ve heard the saying, ‘today’s news, tomorrow’s fish and chip paper.’

News outlets churn through literally hundreds of stories every day. To sustain such momentum, they need a constant stream of ideas – some of which they come up with themselves, some of which are supplied by public relations firms on behalf of clients.

The way in which journalists now perceive PR – and the way in which PR operates - mean the media is far more prepared to look at suggestions we moot.

Building a strong rapport with journalists is central to what we do – that means understanding what the media want, not wasting their time with trivia and acknowledging that they are not an extension of the PR arm. Their role is not to give you free advertising – you need to provide something newsworthy and target it appropriately.

Here are a few things to consider if you are approaching the media on your own account:
• Is it a local or national story?
• Which publication is most important/influential to you in terms of coverage?
• What about trade publications?
• How should you send it? Post or courier. Fax. Email with attachments. Combination.
• Who is the right person to send the story idea to?
• Get your timing right.

Many people don’t realise the news selection process that takes place in any given newsroom. Unless you have sent your release to a specific reporter, the release will generally land on the chief reporter’s desk. Generally, he/she will hand it on to the appropriate roundsperson – unless, of course, it screams ‘boring’ at the outset and is filed directly in the bin.

You have just a few seconds to create some interest, making it crucial to have your most important points at the top along with a suggestion of a photo opportunity.

If the chief reporter or roundsperson likes the idea, they’ll get in touch with you to find out some more. Don’t assume that what you have supplied will be written verbatim.

Get it right and you’ll discover just what a powerful tool PR can be. Many, however, because they are not skilled in identifying potential news stories, miss this golden opportunity.

A public relations practitioner can add much to your business. They should be one of the first people you think of when undertaking anything new, exciting or different in your company.

- Durning Public Relations, PR and media advisers (03) 365 2579

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Re: Getting Press Coverage - Some awesome tips here. I've had pretty good success just emailing journalists and newspapers. They may not respond to most of what you send, but eventually something catches their eye. Another trick is to predict what a lot of journalistsbloggers will be researching, and get a press release out that will be featured in Google news covering this topic and promoting something on your site.
Cold Calling ain't that bad - "Go for No" interesting concept and Jen great use of it. I'm working on a project right now and I think this concept/perspective can help. Thanks ppl. I try as mush as possible to convert a cold-lead into a warm one. Email is definitely one of my tools. I keep it short and add some value (e.g. article of the company in the paper) and that I will be contacting them on a particular date or time with their permission - much like what's been said before. I also try to find out if a company is running a blog or some extension of their company online and build rapport with the person maintaining the site - that usually will lead to an introduction to the person pulling the strings. Other times there just isn't time to build rapport and you just need to pick up the phone.
Re: Getting Press Coverage - Thanks for those extra tips again Evan. Also don't forget the 'purple cow' theory. Create something truly awesome and unique and people will pay attention, including journalists. I have some off the wall stuff planned for 2010.
It's Not The Type It's The Who! - I think it is better to get someone who you work well with, have a good rapport with and probably someone who balances your strengths and weaknesses, rather than M or F. Regards
Bad Franchises - . I would scream it from the rooftops but I am not prepared to be sued. This is the reason that there is so little information in the public domain. So like all the others all I can say is that the whole industry needs investigation. If anyone has any contacts in the media, journalists or tv media, there is a huge story to tell if anyone has the guts to do it. I am sure under cover with anonymity many would come forward with their stories.


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