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
Build rapport with journalists - To learn more about this author, visit John Durning's Website.
Like this article? Share it with your friends
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
Build rapport with journalists - To learn more about this author, visit John Durning's Website.
Like this article? Share it with your friends
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 Build rapport with journalists
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Dianne CramptonDianne Crampton is an executive leadership coach, team consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. - Visit Dianne Crampton's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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 John Durning (Visit John's Website) DURNING PR PUBLIC RELATIONS AND MEDIA ADVISERS Durning PR was established in 1985 by John Durning, a Fellow of the Public Relations Institute of New Zealand. John Durning, FPRINZ, APR, managing director. Double PR industry award winner. Two decades plus in communications, having been a newspaper journalist for 10 years, including five years with The Press before establishing Durning Public Relations in 1985. A member by examination of the Public Relations Institute of New Zealand. Specialty areas: commercial, sport, industrial, finance sector, tourism, property.
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