Media Relations and the New(ish) Guard in the Press Corps // Take-aways from the Oct. 22 PRSA-NCC Professional Development Workshop

Are reporters reading your pitches? Are you tweeting journalists to no avail? At PRSA-NCC’s professional development workshop “Media Relations and the New(ish) Guard in the Press Corps,” a top-notch panel of journalists provided valuable tips and insights for PR professionals to be more successful when it comes to working with the media.

Panelists included:

Gordon Witkin, Libby Nelson, Olivier Knox,  Jim Swift, Kate Sheppard

Gordon Witkin, Libby Nelson, Olivier Knox,
Jim Swift, Kate Sheppard

Gordon Witkin, Center for Public Integrity, Executive Editor
Olivier Knox, Yahoo.com, Chief Washington Correspondent
Kate Sheppard, Huffington Post, Senior Reporter/Energy and Environment Editor
Libby Nelson, Vox.com, Education Reporter
Jim Swift, The Weekly Standard, Assistant Editor

The speakers offered insight into pitching, confirming that they do not want to be pitched via Facebook and Twitter. When researching content and collecting information, panelist Gordon Witkin said that he would rather have a conversation than spend time going back and forth through email. The Weekly Standard’s Jim Swift said that getting to know him is the best way to pitch him. “Know your journalist. Talk with them. Learn what they like to cover,” he added.

Chief Washington Correspondent of Yahoo News Olivier Knox begged: “Please, in the name of all that is holy, do your research.”

The panel agreed that good PR professionals should always do their research and recommended following these best practices: do not pitch the same story to multiple reporters, know what the reporter covers, know their audience, get their name right, and be respectful of their time. Some journalists get more than 150 pitches per day, so the panel members sternly suggested that PR professionals avoid calling to follow up on a press release. According to Huffington Post’s Kate Sheppard, PR professionals have no idea how busy the average journalist is. “Don’t be a bad ex-boyfriend.”

The panel went on to discuss visual elements. In email pitches, PR professionals should not attach infographics and videos—media outlets want to create their own. But if you include data or statistics in your pitch, the journalist can easily add those numbers to their story.

With all these rules and regulations of journalism and public relations, what if the reporter does not respond to your pitch? There’s good news, says Libby Nelson: journalists will file away a pitch to use that information in a larger trend piece.

– Rachel Ghadiali

Rachel Ghadiali is a public affairs specialist in the U.S. Marine Corps.

Advertisements

One thought on “Media Relations and the New(ish) Guard in the Press Corps // Take-aways from the Oct. 22 PRSA-NCC Professional Development Workshop

  1. Because of the invention of clip on earrings, traditional pierced earrings started to fade out of the
    picture. The more clear and pure a diamond and more is its
    cost. How can a bride incorporate their theme when choosing their wedding jewellery.
    There are lots of traditions which claim that wearing of silver ornaments is good for one’s health.
    From top to bottom like necklace, ring, eyebrow ring,
    chains are now designed exclusively for men by fashion industry.

    Choosing the best style is not always an easy decision. Lower prices imply that you can buy more jewellery in the same
    budget. The brides in Maharashtra wear dark green Paithni saris, matched with green glass bangles and gold
    bangles, which really look amazing. They are often matched with colored or plain crystal beads.
    It is a fact the chunky Celtic designs do look
    good, but they can drill a hole in your pocket too.

What do you think?

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s