Lately, a number of writers I know are finding reason to either bash PR pros — or call out a positive experience with one as a rarity. This is highly disappointing, especially given the number of former reporters who venture into PR. I value my relationships with PR practitioners for a number of reasons. When I’m on deadline, I can count on them to call me back and help me out, and when I’m fishing around for sources, I rely on PR pros to introduce me to businesses, individuals and trends that I may not be aware of.
Still, despite all the good PR folks out there, there remains a negative image. Perhaps, the economy is to blame — clients are demanding more results, more coverage, more return for their investment in PR, and reps are doing whatever they can to deliver. Regardless of what’s at the heart, here are a few simple things PR pros can do to help better manage relationships with the writers they work with.
1. Answer questions. Your client hired you to develop messaging and pitch a story. When a reporter asks a question that doesn’t appear on the fact sheet or release you prepared, that doesn’t mean you should ignore the question. Finding the answer is a good way to keep the writer happy.
2. Be prepared to work. If you pitched the interview or story idea, know that a reporter may be intrigued — but not willing to commit immediately. If a writer asks for more information, be ready to give it. Giving another sales pitch isn’t the answer. Your pitch worked — the writer just wants to explore a little deeper, which is his job.
3. Be gracious. If the writer says no, don’t launch into all the reasons why she’s making a terrible mistake. Acknowledge that it’s her call and offer to be a resource for future stories.
4. Offer your assistance. I recently reached out to a PR rep for a particular story. In our conversation, I mentioned that this subject was proving difficult to find examples for. Within minutes, she offered up two other sources and provided backgrounders “just in case” I needed help. And I did. She then offered to arrange the phone interviews for me. She made my job easier, and as a result, got more than her original client covered.
5. Ask questions. It’s easy to get in the habit of just trying to find someone who likes your pitch. I get that. But expert PR pros also know that asking questions might help yield a higher-quality media list. I am happy to answer questions like, “Is this a topic you cover all the time? Would it be helpful to receive updates about XYZ company?” It might be easy to identify a newspaper reporter’s beat, but asking questions of freelancers can help you develop a great — and mutually beneficial — relationship.
Wait a minute, Stephanie, you’re not saying I called out my recent positive experience as a rarity, are you? 🙂
Kidding aside, these are all good pointers for pros. I don’t think PR’s image is any worse than it’s ever been–at least not in my 20-plus years of being in writing, editing and even briefly in PR itself. The challenge, I’d say, is that it’s very obvious if done poorly and practically invisible if done well.