This chapter focuses mainly on how we as PR practitioners can be successful in connecting with media personnel. We will discuss two main areas of focus, building relationship with journalists and writing a good media release. In my opinion, these two areas are of utmost importance to PR practices.
The reading stated that it’s important to “get to know the journalists”. We can build relationship with them gradually via face-to-face meet-ups and keeping in constant contact. This aspect is important as a journalist has tons of other contacts and media releases to choose from. It’s a huge advantage to PR practitioners if we indeed manage to build good relations with a few journalists. At the end of the day, I believe the benefits extend to both parties. As a journalist, it’s always beneficial to receive good and up-to-date materials. As a PR practitioner, it always an advantage to have priority over other PR personnel.
The sentence that caught my attention is “We throw out 200 times more materials than we can publish”. Hence the only way to grab the editor’s attention is to create an outstanding yet simple media release. A good lead paragraph and attention-grabbing headline are first steps towards writing an outstanding media release.
In addition, PR practitioners should also ensure editors are "be able to identify the major points of the release by reading the lead". This is crucial as editors would not hesitate to throw away the media release if they are required to source the entire page to fish out the main points. Lastly, it's advisable to remain contactable at all times after submitting a media release as editors are most likely to call to verify or further enquire. As stated in the reading, we must remember to give our email address and daytime and after-hours phone numbers at the end of the media release.
-Andy
HEY! I agree with what you say about keeping in contact with the journalist even after submitting a media release so that we can verify and further enquire. But I also think another advantage would be that we can use our contacts for future media releases as well. And we should always give more then expected but remember not to promise something you cannot give. "More is better!"
ReplyDeleteThanks for your suggestion. Yes, having more contacts is indeed beneficial for us as PR practitioners. We never know when we need their help or expertise.
ReplyDelete-Andy