CRM for Reporters: What They Really Want
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:
- 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.
- Advance the Story. Offer the news early under embargo. It’s a courtesy they’ll appreciate — and a deal they’ll honor.
- Exclusives. Journalists love being first and may give you extra play for a great story they have all to their own.
- 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.
- Forget “Messaging.” No journalist gives a damn about your message, and they positively hate marketing gibberish. Stick to the news.
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