Others have posted some good advice, so I'll add this: Don't make me work any harder than necessary to figure out what your message is.

Case in point: I recently received an e-mail from an unfamiliar company. the subject line read simply: "Press release."

I opened the e-mail. The body text was generic boilerplate that said nothing about what the news was. To find that out, I had to open the attached PDF file -- only to find out that the news had absolutely no relevance to me or to anyone else at my publication.

End result: Next time I get an e-mail from that firm, unless I'm having an unusually slow day, I'll probably delete it unread.

posted May 15, 2008

First, spend some time looking for the correct media contact. Read their articles, editorials and columns. Know their interests. Look for how you can become interesting to their readers.

Second, give them newsworthy content, not publicity for you. Their job is to inform, entertain, persuade and motivate their readers. It is not to promote you, your company, your product or your candidate. If your subject has legitimate importance to old or new issue, finding a newsworthy point of interest is not that difficult.

Finally --- this is essential --- be completely open and honest. Tell the truth and the whole truth, both the strengths and the weaknesses, the good and the bad. This best practice makes for newsworthy content and builds trust. If you are honest, the media professional will often help you refine your story idea. They want new ideas, but they don't want to be hacked by marketing spin.

Short Rant: Spin is way too prevalent in marketing and politicking today. Once you've been caught spinning, you may never be able to rebuild trust. Rightly so. This is a tough concept for some PR folks, because the ideology of too many marketing professionals and media handlers has sanitized spin to where it has become institutional lying, with no guilt, and less truth. My favorite quote from a marketing director is this: "It doesn't matter if there is no real security problem, we still need to make them feel insecure."

Telling the truth is so much better for everyone.

posted May 15, 2008

Jennifer:

Though the relationship with reporters and PR-types can sometimes be adversarial, I think there’s no denying that it’s generally mutually dependent and mutually beneficial. Some basic rules I believe are commandments of media relations are:

1. Be honest and fair: Honesty can’t be stressed enough. Be as forthright with the bad news as you are eager to pitch the good news. Don’t favor one outlet over another, but do honor a journalist’s initiative (e.g. if they’re working a tip, don’t broadcast it to all the other outlets).

2. Be professional: Be quick and accurate in response to a query. Always ask for the journalist’s deadline (and do everything in your power to meet it) and make sure you understand (repeat back to them) the exact nature of the query. If delays or obstacles prevent a timely response, give the journalist regular updates – don’t make them call you. If you can’t reasonably meet a deadline, tell the reporter and suggest a time when you can have the information.

3. Don’t beg or whine about story treatment: This kinda goes along with being professional, right? Journalists/editors have a job to do and if they see little news value/audience relevance in your release, no amount of begging is going to change their minds. Likewise, threatening to pull advertising or blacklisting a publication because of poor story placement is only going to backfire on the organization. If a story contains inaccurate information, ask for a correction.

4. Don’t ask for a “kill:” If you don’t want to see it in the news, don’t say it or otherwise release it. Some outlets will balk at a request for an advanced “look,” but asking for edits (other than technical inaccuracies) or a story kill can permanently damage your relationship with that outlet.

5. Don’t flood the outlet: Releases should be newsworthy and relevant to outlet’s audience, and should only go to the appropriate assignment desk/journalist.

Other elements that can help you stay on the good side of reporters/editors:

- Know and use AP style in your releases
- Know and use the inverted pyramid of news writing in your release
- Make news compelling and easy to read
- Do not send releases as e-mail attachments
- Write releases from the perspective of audience interest
- Make background material available on your Web site
- Archive releases and media advisories on the Web site

posted May 16, 2008

One small PR firm started to send me letters about Ukrainian racing team. I asked to remove my e-mail (I'm working at business paper, so don't need any information about racing teams). Reply was great. "We do know, that you don't need this information. But let us to send it for media, we're interested in".

I blocked their domain. Maybe, they tried to send me some good information after it. I don't know:)

posted May 15, 2008

How about simple basic rule: don't antagonise journalists with your behavior. Or as it is stated in the Scriptures: "don't do to your neighbour what you wouldn't want to be done to you." Or as Ockham's razor stipulates: usually the simplest solution is the right one.

And in our modern speak - the Golden rule: don't be pain in the a... and it won't backfire...;)

posted May 15, 2008

As has been stated here, it's really about getting to know the journalists to whom you're pitching and how to pitch. However, I lay some of the blame for the blacklists at our own feet. Those of us who have been in this business a while need to help our colleagues, especially those new to the industry, understand the benefits of truly building relationships with the media. We also need to help manage our "client's" expectations of media relations efforts.

posted May 15, 2008

It's simple: don't send me press releases that don't apply to my interests. You have to know exactly what my magazine's about, and what makes it different from similar competitors. That makes it more complicated for you, I know, because you can't send out blanket press releases. But if you want to be heard above the spam, you have to put in the extra effort.

posted May 15, 2008

Research, Research, Research. Don't stop at reading journalists articles and finding out what their beats are. Talk to them and find out when and how they like to be contacted, and then do it. If they only want to be contacted on Mondays between 10 AM and 11 AM by e-mail, respect them by pitching them that way. Some journalists don't like to be contacted at all.

Also, if they follow-up looking for more information or experts to interview, be prepared and able to respond quickly with what they need. If you don't have the information they are looking for, go the extra mile and help them find who might be able to help them. You'll lose the exposure in that one case, but the journalist will remember you the next time she/ he needs information.

posted May 15, 2008

I think you first need to do research and understand who your market is. Don't rely on Cision or other PR databases for information. Use them for research but confirm that information by making sure that they are writing about what the database says. I think your blog post emphasizes that well.

Second, ask permission to send them news. Make a case for why they would want to receive it (e.g. relevant). That's going to work much better than sending them a press release "cold". It also indicates you have a level respect for their time.

Third, develop a relationship to the best of your ability, send emails with their name rather than blanket BCC emails. Compliment them on their articles related to your content. Journalists have egos, try to appeal to that without being a kiss-up.

Finally, I think using technology can help you. For example, use a customer relationship tool like SalesForce.com account to track interactions and send emails so you have a history of your communications. Track activity of when they picked up your stories. Send "thank yous" when they write about you or take your briefings. Journalists are "customers" for your news treat them as such.

Links:

• http://socializedsoftware.com/2007/09/05/how-to-pitch-a-blogger/

posted May 15, 2008

Many good advise has been poured here already. I'd say that you have to contact journalists with relevant information not only for them but also for the audience they're writing to. Remember to include the famous WH questions in your press release, write it in a style similar to the newspaper you are sending it and include any picture or relevant attachment you think it's useful or at least let them know that you have pictures available.
Don't be a pain in the ass and you won't be considered a spammer.

posted May 15, 2008

Hi Jennifer,

Got some great answers already and yep the blogged info is great at helping to to avoid it. Spaming is a nightmare in all areas of business so it's got to be relevant and asked for, if you have a good relationship with these guys they will be looking for your content. you have to talk to one another like we did back in the old days.

I suppose we need to know more from the journalist about what they actually want and are finding hard to fill their pages with. it will possibly get worse before it gets better... spamming is for the lazy folk who have not done their homework and got respect for people inbox... if it's that good, do they really want to just throw it out to any email.

interesting topic and great pic on the blog... it's memorable.

posted May 16, 2008

I'm a former journalist. Ok, now that's out of the way. I'm a public relations counselor and communications manager who acts as the chief communications officer of a financial company. One of my biggest concerns is how many PR pros lack the experience, or flat don't give a damn about building true relationships with reporters. Let me put it to you this way, journalists are people too, and they like to be noticed. They're also our colleagues in the media mix. As such, and as professionals, we have an obligation to reach out to them, know their area of interests and help them develop stories that make their editors smile. On the other hand, we need to be doing the same with editors.

posted May 16, 2008

Your post is excellent, but I do have a couple more items to add.

First, realize most writers -- the ones you want to target, anyway -- are busy people. I recently received a boilerplate press release and then got a phone call from the PR person who sent it less than two hours later. I don't exactly know what she was expecting I would do with it in that period of time. I'm not sitting around waiting for pitches to hit my inbox, so don't expect an immediate response.

As an extension of that, I would say try and understand what writers and editors do. As a freelancer, I have to pitch stories to editors just like you pitch them to me. And I have to wait to get a response. Please don't continually follow up with me, particularly after I've told you I will let you know something. A follow up after a prolonged silence is acceptable, but every week or two? Really, we will just dump all your future releases if you bug us.

Second, I have pitched and had accepted stories based on information in PR pitches, then contacted the PR rep only to have them a.) tell me their client isn't interested/can't do it at this time/doesn't think it's a good fit or b.) just don't respond at all. Please have an idea of the outlets I generally write for before you pitch me so this doesn't happen.

Thank you for addressing this topic, Jennifer.

posted May 16, 2008

Hi

When I was a journalist, I absolutely refused to deal with PR firms and dealt directly with partners at consultancy firms (as I was cover the tax and regulatory beat).

Hence, some pointers for the PR agencies.

1) Ask what the journalist needs. Let the journalist know you can be approached. Be prepared to brainstorm. Dont' thrust your ideas, complement the jouranlist's ideas. Use your clients to respond to the journalists story. This has an even greater impact on the reader whom you are trying to reach, than a press release, a few sentences of which may just act as a space filler on some inside page.

2) Understand yourself what makes news and what doesn't. To illustration: setting up of a branch office by your client in a tiny city will not make news in a national business paper. Not unless, this office is providing something unique - say being the first office in the country to prepare US tax returns or something like that. Further in this context, add more, what are the regulations involved both on the India and US side, how are various issues being dealt with - such as security etc.

3) Take appointments and stick to that. Don't expect the journalist to be ready for a lunch/dinner at the drop of a hat (In general these are a waste of time).

4) Know your subject. While you are not expected to be a technical expert, it is essential for you to be well read in your field before making a pitch.

This felt good. Always wanted to rant about it.

Best
Lubna

posted May 17, 2008

Jennifer,

Is it news? Then make it 'alive' and share it. If not, don't bother.
Also, be creative, 'dream the headline', and then help the journalist make the news.

Here are some examples of pitches our agency made that really became top stories:

For an airline customer...
'Airline employee of the month gets name painted on airplane'
For a leisure hoiliday resort...
'High work pressure stress factor number one in working environment'
For a hotel group...
'First blind hotel information desk employee happy in her job'
For an IT security company...
'Drive by hacking new threat for companies and private citizens''

You can create real news value for your press contact, linked to your customer's expertise. But prepare it well.

Let's take the drive by hacker example...

In the early days of wireless networks, my colleague Gert picked up on a web forum that a new security hazard was coming: drive by hacking.
In our market (Belgium and the Netherlands) this issue was not covered yet by any medium. Gert checked with one of our IT clients and yes, they had a safety solution for the problem. So we checked if it was already in use in Belgium and yes, there was one reference case.

So we did our homework and made a story 'ripe for harvesting'.

- The CEO of the reference company was convinced to speak up
- He also agreed that we could film inside his server room
- We convinced Jan, a great IT lab expert and product tester, to do a drive by hacking test in that business zoning, with his PC inside his van.
- We 'booked' our client's UK drive by hacking expert (and checked his 'speaker skills') to clarify the technology at the reference location.

We introduced the idea to Pascale, a key TV journalist specialized in technology:

- We had real news
- She was the first to get it
- There were good images to shoot
(inside a large server room, a van with a hacker in it)
- We had 3 perfect speakers to testify: a hacking expert, a company CEO and an IT solutions expert
- All could be covered in one location and in one time.

The rest is history... a king size item on the evening news, picked up by all other TV stations, general and specialized media. Our client was the IT security reference overnight (and sales followed).

Was it news? You bet it was. We prepared it well and made sure to consider the journalist as the customer.

Links:

• http://www.outsource.be

posted May 17, 2008

First and foremost, to quote Google's corporate statement: Don't be evil. Don't use and abuse journalists. Remember that you're building a relationship with the journalist community, so treat all of them fair and with respect.

Second, know which journalist you need to contact. It is mentioned in other answers, but it's worth mentioning again. Don't just carpet bomb them with tons of, for them, irrelevant press releases.

Third, give something back. And no, not 8 foot christmas trees (that story got me laughing so hard!). If a journalist gives you his or her time, give them a good story, and remember that they treated you well next time you have good story.

Fourth, respect the ethical boundries of the journalistic profession. Don't send them gifts or anything similar. Don't get too chummy with them or it may mean that other journalists or editors will questions their neutrality.

These are basic, basic rules. Building a good relationship with journalists is much more complicated than this, of course, but sticking to these rules will, in my experience, at the very least keep you off the black lists.

posted May 17, 2008

I do use the assistance of PR pros. Please follow these guidelines.

1. Do not pitch me.
2. I am usually not interested in being on more PR lists.
2. Don't use resources like Bacon's to find me.
3. If you get a note saying I am looking for sources like yours, contact me by e-mail. Do not call unless requested.
4. It's usually about the story I am interested in or the story I have been assigned.

5. Don't respond to this helpful information by contacting me out of the blue.

Thank you.

posted May 17, 2008

You can avoid being blacklisted by doing your job properly: do your research about the journalist and what he/she writes about, then make a specific pitch to that journalist. And manage client expectations, letting them know that not every journalist is going to write their story. So, if after 3 attempts at contacting a journalist (email, voicemail, etc.), let the client know the journalist clearly isn't interested or he/she would've gotten back to you. (You can't make someone write about something they're not interested in....bottom line. And the more you push, the more the journalist is going to dislike you and probably blacklist you.)

posted May 17, 2008

Send news, not mundane prattle. Get to the point -- tell me in a single paragraph -- if it fits our readers interest you will get a call from me.

posted May 17, 2008

Some suggestions for PR people who want to get along with journalists.
1. Know your target audience.
Send the proper topic to the proper outlet. This is the single most helpful thing a PR person can do. Please take some time to figure out what outlets may find your press releases useful.

2. Put a Subject in the Subject line
I don't open anything without a subject line. Period.

3. Introduce yourself.
It's nice to actually have a name to go with the press release.

4. Set up a press section on your website.
Put all the releases and photos up on the site so journalists can access them whenever they need them. Then send an email to the appropriate outlets announcing the press section and when you have a release.

5. Ask before sending large files, packages or objects.
Meaning pictures, 400-page press releases, live trees, product samples, etc. Sometimes email servers reject large files. Security sometimes does not like large packages.

6. Include pictures as attachments or point us to the Press Section of your website
Pictures imbedded in a press release or sent as a .pdf are not used in my company. It takes too many steps to create a picture from these sources.

Hope this helps.

Ann Marie

posted May 18, 2008

Make my life easier. I recently worked with one PR pro so fantastic I offered her a reference...she stayed on top of about 6 interviews, set them all up for me, made sure if there was a change to tell me immediately.

If or when you work with freelancers -- who can have astonishing contacts and place your clients many times -- understand that our time is every bit as valuable as yours, or your client's -- as every wasted minute is lost income with no salary at week's end for unanswered calls and emails or misleading self-serving garbage.

Try to understand the value of well-published freelancers and offer them the same courtesies and service you rush to offer staffers at major outlets.
Even if the piece I am calling you for is -- this time -- in a less prestigious publication, it does not mean I may not need you in the future for a piece in a publication you'd love...the New York Times, for example. Think longterm.

Caitlin Kelly

posted May 18, 2008

Jennifer,

You're getting some good insights here. I thought you might be interested in an alternative response--I teach college students about the "smarts" of PR as well as have my own agency.

First off, start with the end in mind. In ANY pitch you do, think about where the ideal fit will be. Is it a blog post? An article? A review? What is the ideal position you want to have for your product/service?

Second, do some homework to ensure that your ideal fit is right. Think of PR as economics--this is a business where supply meets demand, but your currency is content and not money. Thus, you want to make sure your currency is utilized most effectively. If the fit isn't right, don't send the pitch and start back at Square One.

Once you have the homework and the proof, write your pitch but summarize you know a writer's beat. RESEARCH is the ultimate spam buster. Prove you know or appreciate what a journalist does and you will be light years ahead of the competition.

posted May 18, 2008