Interrupting a PR colleague as he says he’ll call  ‘friends in the media’ to place a story.  “That’s a lie,” I say.  “No one has friends in the media.”

Maybe I’m overstating the case to make a point, but I’ve heard this canard so many times that I feel compelled to stomp on it every time it surfaces.

Reporters don’t write a story because they’re friends with PR people.  They write because it’s a good item of value to their readers.  Period.

You can most certainly have a good professional relationship with a journalist, but only if you give them what they want, how they want it.  A few basic rules:

1. Don’t Waste Reporters’ Time.  They call this the news business because it focuses on what’s new.  Don’t reach out unless you have a solid, compelling story.
2. Advance the Story.  Offer the news early under embargo.  It’s a courtesy they’ll appreciate — and a deal they’ll honor.
3. Exclusives.  Journalists love being first and may give you extra play for a great story they have all to their own.
4. The Well-Prepped Spokesperson.  Make sure she/he knows the topic and can & will answer direct questions candidly.  Nothing annoys a reporter more than fumbling and obfuscation.
5. Forget “Messaging.”  No journalist gives a damn about your message, and they positively hate marketing gibberish.  Stick to the news.

Related posts:

1. Tech PR: “Please Join Our Webinar” (Uh, I’ll Get Back to You)
2. How to Write a Great Tech Press Release
3. In Praise of the Memorable CEO

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