Mending the Angry Rift between Journalists and PR

Journalists love to rant about PR people. I know -- because when I was a hard-core journalist I did the same. But usually, it was because I was too busy and I kept getting pitches that were totally irrelevant or simply lame and not well-articulated. This was back in the dot-com boom days when the hype factor was at an all-time high and there were way too many highly paid, inexperienced and untrained 23 year-olds doing PR. But lately, I've been reading a few rants of prominent technology journalists that have rubbed me the wrong way. Full disclosure: yes, I do media relations work in addition to my freelance writing work.

One young reporter mentioned in her rant that she wanted PR people to "entertain me!”

Another, more senior reporter, said that he would appreciate it if PR people would take some time to learn about his interests, such as his love of running, travel and cooking. If they couldn't be bothered with that, then maybe the publicity wasn't that important, he added.

Excuse me?

Since when is it the job of the source to entertain and/or comment about the reporter's recent triathlon or vacation on the Cape? When I worked as a technology reporter, my expectations were fairly simple: send me a storyline which is fresh and relevant to my beat, and be clear in the e-mail. That's it. I didn't expect anything else. Why do reporters today expect the royal treatment? I don't know. I suppose they are especially overworked and underpaid today, with editorial staffs and budgets remaining dangerously slim. They want to be treated extra special, in order to reply to an e-mail. But sorry, I refuse to play that game.

Here's what I do think is imperative:

1. Research reporters’ beats before pitching, because these days they do change frequently. Check out their latest links—and this doesn't mean you have to mention them in your e-mail, but understand where the guy/gal is coming from so you can align your pitch appropriately.

2. Don't assume that because a reporter covered something two months ago they still care. Mention the earlier story but share how your story is different and/or adds to the previous story.

3. Be polite and succinct in your communications and do a little extra work -- such as throwing in a few research statistics or quote from an industry expert that relate to the pitch.

4. Be careful about re-sending e-mails. Many reporters hate this although some don’t mind. If you're confident that the pitch relates and you know that the reporter was just at a conference or on vacation, go ahead and re-send it. But otherwise, tread lightly lest you become the "annoying PR person from hell."

5. Understand where the journos are coming from: Yes, you are being paid to get publicity but journalists are fiercely independent, enterprising and curious people. Deep down, they want to find the story on their own, not have it delivered to them from PR and marketing people. So instead of suggesting a specific story to write, suggest some angles and how your source can help.

5. Consider the value of objective, bylined articles from one of your company experts. Send a short paragraph abstract. Do not advertise your company's products, services or benefits. Stay neutral. Websites need content these days, and if you have something new to say that is non-promotional and if you have someone on staff who can write well, go for it. Quick advice: Editors often say that they hate "Top 5" list stories but frankly, they sell with readers because they make for a quick, entertaining scan.

6. Phone calls: many reporters won't pick up the phone but some do. If there's a need to call someone (and make sure there is a good reason), start your call pleasantly with "Hi this is Sam with Widgets, Inc. Do you have a minute or are you on a deadline?" If they say go ahead, then don't spend more than a minute. Quickly state what the company does and what's the news or reason for your call. If they reject your pitch, ask if you can stay in touch about (XYZ topics). This gives them an out to say no thank you, or provides a tip as to when you can reasonably contact them again.

There are many other useful media relations tips, but I believe that these above are the ones that matter most.

Now, a few words for journalists:

1. I know that it's all about page views, but at least in the tech world, journalists frequently cover the same handful of big, name-brand companies. I don't need to list them -- but it seems to me that many small and midsize companies out there deserve a bit more attention. Journalists are surely pushed by editors to continue covering the same story lines, but I wish that writers today could be a bit more enterprising in their coverage.

2. Don't be a jerk just because you can. If you're going to pick up your phone, and give someone a minute or two, don't hang up on them or butt in every 2 seconds. Be decent and respectful. There are, in fact, many smart PR folks out there!

3. If you want to be entertained, cajoled, or pampered-- please, just go to a movie or book a spa appointment. There's really not that many funny marketing people in the world and like you, they’re too busy and budget-constrained to research every journalist’s personal interests and twitter posts.

4. Reply, occasionally. If you receive a pitch from a PR person that is smart, well-crafted and relates to your beat, but you don't have time to cover it, send a quick note back with "thanks but no thanks right now." I know you get a ton of e-mail, but sometimes it's worthwhile to write back. You never know what that person can bring you later.

5. Give feedback. Take a minute to tell a PR person exactly what you want or don't want, if he or she is someone that you'd like to continue to hear from down the road. That way, the next e-mail will be more targeted to your needs. You might say: I wouldn't cover your company nor its products outright, but I might cover one of their customers if they can demonstrate (XYZ characteristics/trends)

PR and journalism will always have an antagonistic relationship-- and that's good. But managing expectations on both sides of the fence can help us all be more productive.