An Editor’s Perspective

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I just had lunch with an editor at one of the large newspapers in town who opined on the surprising number of PR people who don’t know how to deal with the media. A few suggestions from someone on the inside…

 

1: Forget the News Releases. If you really want to be successful at placing stories, make a contact and develop a relationship with someone at the newspaper. When you have a meaningful story idea, make a call and pitch it.

 

2: Learn the Rules. If you must write a news release at least do it correctly. No two-page news releases. My source says she has NEVER seen a news release that has any meaningful information on the second page.

 

3: Ask Questions. The most successful PR people listen. Ask reporters and editors what types of stories they are interested in, how to best contact them, do they have any upcoming special sections, what are their deadlines, etc.

Where in the World is Anthony?

Spoke all day today in Fort Wayne, Indiana at a construction association leadership academy. Negotiation tip 33: Don't mirror your opponent's demeanor, especially if the tone/questions are negative.

Spoke this morning in Chattanooga, Tennessee. Crisis tip 17: Don't do news interviews directly in front of the crisis scene. The news media want to show you in front of the "trainwreck." Resist!

Worked today in Denver with a soon-to-be very large credit union association. Presenting tip 6: Remove physical -- or virtual barriers -- that disconnect you from your audience (lectern, table, spacing, bad camera angle, distracting background, etc.).

Speaking this week in Colorado, Tennessee and Indiana. Messaging tip 19: Too many talking points leads to watering down of core message. PRIORITIZE!

Spoke today in Columbus, OH. Virtual tip 6: Here's my take on camera ON vs. camera OFF debate. If in the "old days" meeting was a phone call, then cameras OFF. If it was an in-person meeting, then cameras ON. Set expectations in meeting invite whether it'll be camera ON or OFF

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