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



To learn more about this author, visit John Durning's Website.

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