| Developing an effective media relations program and | | | | you'll see or hear when the story comes out. |
| establishing your credibility as a reliable news and | | | | The only control you have when you speak to or |
| information resource with reporters and editors | | | | otherwise communicate with a reporter is that you can |
| requires trust, honesty and understanding on both sides. | | | | say exactly what you want to say and nothing more. |
| That's why, when attempting to generate publicity, pitch | | | | After that, it is up to the reporter to interpret and |
| a story or respond to reporters' inquiries, you must | | | | present the facts as he sees them. |
| realize certain beliefs and practices are counter | | | | Yes, your direct quotes -- if used in the story -- should |
| productive and professionally amateurish when it | | | | appear as you made them. But your input could be |
| comes to media relations. | | | | part of a larger story containing opposing views. Even |
| Here are five of the most glaring media relations | | | | if you've suggested a topic to a reporter, it doesn't |
| myths and mistakes you should avoid.> | | | | mean your company or the CEO will be highlighted in |
| Myth 1: Knowing a reporter personally will get you lots | | | | the article. They might only get a brief mention or no |
| of good press. | | | | mention at all. |
| Sure it is a good idea to address your news release, | | | | Myth 4: Telling a reporter the information you've |
| email or other communications to a specific reporter. | | | | provided is "off the record" guarantees you won't see |
| But just because you know a reporter's name, and | | | | it in print. |
| perhaps you've had lunch together, doesn't mean that | | | | First of all, don't tell a reporter your statement is "off |
| reporter will give you or your story favorable | | | | the record" after you've made it. Once your words |
| treatment. | | | | float past your epiglottis, they're "on the record" if a |
| At best, the reporter might consider you a straight | | | | reporter so chooses. |
| shooter and a reliable source of information. She'll take | | | | I believe most reporters will at least consider a |
| your call and listen to your pitch. But she isn't going to | | | | heartfelt request if you do say something you hadn't |
| write a favorable story about your organization based | | | | intended to say before requesting your words be off |
| on an un-newsworthy premise. Don't expect such a | | | | the record. Maybe. But don't bet on it, and don't put the |
| favor as a result of your friendship. And she certainly | | | | reporter or yourself in this professionally untenable |
| isn't going to treat your company differently than any | | | | position. |
| other when tracking down and reporting the facts. | | | | Even if you tell a reporter you're off the record, it |
| Don't ask or expect a reporter or editor to put their | | | | doesn't preclude her from digging up the information |
| credibility on the line because you are friends. | | | | from other sources and using it. |
| Myth 2: What you say in your news release is actually | | | | If you don't want to see a piece of information in print |
| newsworthy. | | | | and attributed to you, don't disclose it in the first place. |
| Many companies spend a great amount of time and | | | | Myth 5: You should follow-up your news release with |
| money on special projects and activities. And within | | | | phone calls to reporters to ask if each received the |
| each company's sphere of existence, completing an | | | | release and if they have any questions. |
| all-consuming endeavor or reaching some sort of | | | | This is one of the most amateurish mistakes a media |
| milestone is newsworthy. However, from a reporter's | | | | relations professional can make. And, unfortunately, it's |
| point of view, neither achievement is particularly | | | | one of the most frequent requests company |
| newsworthy. | | | | executives dump on their public relations people after a |
| When was the last time you saw a story or photo | | | | news release leaves the company. |
| about a new building's ground breaking or ribbon cutting | | | | Don't call to ask a reporter if he received your news |
| ceremony in a major newspaper? | | | | release or has any questions concerning the release |
| It's your job as a media relations professional to | | | | or to ask when he expects the story to run. |
| identify one or more angles that make your story | | | | If you did your homework, the news release will have |
| interesting, different and newsworthy. | | | | gone to the correct reporter at the correct address |
| Also consider other outlets for your story such as | | | | and it will contain newsworthy information that will run |
| trade publications, blogs or direct mail to place your | | | | shortly. |
| company's name and the pertinent information directly | | | | If the reporter has any questions, she'll contact you |
| in front of your most desirable audiences. | | | | directly via your phone number included with the |
| Myth 3: What you say to a reporter is exactly what | | | | release. |