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 this morning in Minneapolis to Realtor association communications directors from all over the country. Q&A tip 64: Avoid trailing off at the end of sentences. Make eye contact and end strong.

Spoke yesterday to Florida Realtors; today to California IT managers; tomorrow, I'm in Minneapolis. Presenting tip 72: Storytelling is a powerful tool. It helps visualize complex ideas, and it provides that much needed connection to the audience.

Spoke yesterday to financial executives. Business development tip number 1 for all my many construction-industry clients: THE two most important people to winning new projects are your Project Manager and Superintendent. But are you preparing them effectively for interviews?

Spoke today in Chicago at a sales and marketing conference. News interview tip 9: Long-winded answer leads to being "taken out of context." Keep responses 10-12 seconds and significantly reduce the chance your comments will be misinterpreted.

Speaking in Chicago tomorrow. Crisis Communications tip 44: Don't let outside groups hijack your social media efforts. Build a base of supporters in the good times who will rally to your defense in the bad.

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