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?
Speaking tomorrow in West Virginia...Communications tip 62: A preemptive strike is often the best move to stay ahead of negative news. Don't let others control the message.
Worked all day near Honolulu with a Hawaii and Washington-based contractor. 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!
Spoke all day today on Maui, Hawaii. Sales Tip 19: Keep Q&A responses 30-45 seconds long. Too long of a response waters down key points. Prioritize!
Speaking in Hawaii this week. Q&A tip 68: Avoid the "deer in the headlights" look with a "throwaway" line, a 5-second, perfectly memorized, meaningless phrase that comes spewing out of your mouth to buy you some think time
Speaking in Ohio the next two days. Public Relations tip 21: Not quickly returning news media calls a top PR blunder. Don't miss the opportunity.