An Insider Glimpse Into Effective Media Relations

What make newsmen and editors really desire from publicists? What is the best manner to flip a narrative to them? And, importantly, how make you avoid bothersome them? These and other inquiries were candidly addressed at the recent "Washington Women in Populace Relations Annual Media Roundtable," held at the historical Humanistic Discipline Baseball Club in Washington, District of Columbia on June 20, 2007. Retention forth were the followers panelists:

• Nancy Kerr, Features Editor, American Capital Post.com

• Heather Dahl, Senior Producer/Story Planning, Fox News, National

• Chad Pergram, Head Correspondent, American Capital Hill Bureau, Populace Radio International

• Kristen Page-Kirby, Section Editor/Features, "Washington Post Express"

Pitching With A Purpose

The panellists agreed that pitches with a turn got their attention. They look for far-out and fresh narrative angles on holidays, seasonal trends, and news. For example, don't flip golf game gifts for Father's Day, pleaded Ms. Page-Kirby. They especially wanted great narrative thoughts during the slow news calendar months of July and August.

The Fundamentals of Media Relations

Hoping to construct a human relationship with a journalist? Once you've familiarized yourself with the name and beat out of the individual reporters, the panellists suggested being friendly and reliable, and seeking out ways you can do their occupations easier—such arsenic providing photographs, research statistics, and merchandise samples. Checking in once a calendar month or so to see if there are any narratives you can assist with is acceptable; e-mailing them once a hebdomad is not. The journalists said they have from 40 to two hundred e-mailed pitches daily.

Media Relations "Do's" and "Don'ts"

• bash show that you are familiar with the style and formatting of the mass media you're targeting, and seamster your pitches and releases to that publication or broadcast.

• bash e-mail concise fourth estate releases, with of import information about the topic and day of the month in the subject line. Ms. Pigeon Pea emphasized the importance of authorship fourth estate releases with the Blackberry in mind—if she can't acquire to the point of your communicating in two clicks, you've lost her interest.

• bash e-mail relevant and timely updates, when appropriate. Mr. Pergram urged the audience not to price reduction the importance of the one-line, e-mailed choice morsel of information; he can sometimes construct a narrative around it.

• bash orchestrate your mass media events for success. Generally, the journalists weren't enthused about attending fourth estate conferences, but they agreed that they would be most likely to go to a mass media event that was held in a convenient location, after concern hours, with refreshments—but then only if it appeared to be merriment or interesting.

• bash tax return phone calls promptly. The most bothersome pet peeve cited by the panellists was publicizers who did not go back their phone calls for two years or more.

• DON'T direct fond regards or high declaration mental mental images with your e-mailed fourth estate releases and updates, but bash allow journalists cognize that high declaration images are available for the asking. Ms. Page-Kirby said great photos are always appreciated and suggested creating a web land site with high declaration images—even stock photography—that could be accessed by journalists, as needed.

• DON'T do multiple follow-up telephone calls, but bash leave of absence a voice mail message the first clip you call, and be patient about the tax return call.

• DON'T anticipate journalists to see picture news releases or b-roll. These panellists mentioned that they just don't have got the time.

• DON'T facsimile fourth estate releases to an anonymous "Editor." Any facsimile without a properly spelled contact name travels right in the round file.