| First of all, a disclaimer: during my many years in media | | | | burner. |
| relations, I have managed to do every single "do not" | | | | 5. Do not send anything out to the media without |
| on this list. I learned this field not from college, not from | | | | checking, rechecking and checking again that the five |
| post-graduate studies, but by invaluable experience as | | | | W's are included (who, what, when, where, why). Also |
| a reporter in Chicago where I was able to observe all | | | | include ticket price, if applicable, a phone number to call, |
| manner of public relations practitioners and their press | | | | and a website address for more information. |
| releases. | | | | 6. Do not argue or get upset if a reporter is not |
| I paid attention to which releases were irresistible, and I | | | | interested in your story idea or ignores a press |
| learned which PR pros were wonderful to work with. | | | | release. Be gracious and say, "Thanks anyway. I'll call |
| Through it all, I was a human sponge, and I learned as | | | | you next time." They have the power, and don't forget |
| fast as I could. You see, to me, the field of public | | | | it. Persuasiveness is very different from badgering. |
| relations is endlessly fascinating and rewarding. | | | | 7. Do not be late. The number one reason a press |
| | | | release is not used is because it arrives too late. Figure |
| 1. Do not launch into your pitch without asking, "Is this a | | | | three to four weeks before an event, longer if you are |
| good time?" Reporters and TV producers are | | | | sending to a monthly publication. Weekly publications |
| frequently on deadline and cannot take the time to | | | | finish their softer news sections first, so you need to |
| listen to a story idea. You must tap softly at the | | | | figure the timing out by counting backwards from the |
| media's door and show the utmost respect for the | | | | issue you would prefer. (Not that you have a say, mind |
| high pressure scramble to make deadlines. If they tell | | | | you...) |
| you a better time to call, remember to call! | | | | 8. For that matter, don't be early. If you send a press |
| 2. Do not initiate chatter. Reporters want you to get to | | | | release or press kit months ahead, it simply is not |
| the point ASAP. If a reporter asks how you are, say | | | | news yet to the reporter. It will then languish on a desk |
| fine and move to your point. Understand he or she | | | | top and move to the bottom of the pile. Your news |
| does not really want you to go into how you are. If | | | | must be compelling from a timing perspective. |
| you're nervous about the call, have your key points | | | | 9. Do not let your story "die on the vine." Let's say a |
| written down. Script it. | | | | reporter is interested and you have sent your release |
| 3. Do not call a reporter unprepared. If they can listen | | | | immediately. You are not done. Now you must line up |
| and they become interested, do have a press release | | | | interviews and a photo session. All of it takes a zillion |
| or write-up ready to be faxed or e-mailed immediately. | | | | phone calls, note-taking and last-minute changes. Do |
| Otherwise, you will be scrambling to write something | | | | not procrastinate. This is an important job. |
| with haste or you can't get to it for days. Their interest | | | | 10. Do not forget to say thank you. If a story appears, |
| may dissipate. | | | | send an e-mail, a fax or a hand-written note |
| 4. Do not wait to return a phone call to a reporter or | | | | expressing your appreciation. At the very least, phone |
| producer. Returning phone calls to media takes total | | | | it in. Believe it or not, I still have a bunch of thank you |
| precedence. The best thing that can happen to you as | | | | notes from my reporter days, and every single one of |
| a PR committee chairman or representative is that | | | | them was (and remains) very gratifying. Reporters |
| you become known as "responsive." You will be called | | | | want to know they did a good job, and it is your job to |
| again and again, because reporters know you will stop | | | | tell them! |
| what you're doing and move their needs to the front | | | | |