By Angel White
Washington, D.C. is considered the news capital of the world and a great place from which to observe big changes in the media industry, so it should come as no surprise that our hometown paper follows the changes closely – reporting on big players and rising stars alike. In a May 7 Independent Public Relations Alliance program, Washington Post media blogger Erik Wemple discussed ways that PR professionals should be engaging with reporters and focusing on the new reality:
- PR people are a growing part of the press industry. News organizations are becoming similar to corporate America by creating their own PR departments. Often, you have to go through a PR person in order to speak to anyone at the news outlet. The result is the media has become more regulated by the people we are trying to talk to which can result in frustration for reporters.
- Beats are fragmentary and boundaries are disappearing. Reporters are expected to cover a lot more news these days trying to feed multiple platforms. So, don’t give up if one reporter isn’t interested in your story – share it with another reporter.
- Deadlines are obsolete. Reporters are working in a 24-hour news cycle, always writing and always on deadline. This reality changes how and when we approach reporters.
Here are Erik’s six tips for creating the strongest relationships with reporters:
- Pick up the phone. PR professionals tend to overlook the value of making calls to reporters in order not to interfere with deadlines. Ignore the adage of “don’t call a reporter on deadline” – if you have a reason to communicate with a reporter then do it and be direct.
- Write letters. Another effective but underutilized tool is the handwritten letter. Yes, snail mail still exists and reporters pay attention to it.
- Use Twitter. PR professionals should be using this tool to message reporters on Twitter – a simple “Have you seen this?” can be an effective way of reaching reporters you know and those you want to know. Reporters also monitor their mentions on Twitter more than email and voicemail.
- Pay attention to bloggers. In the past, journalism standards didn’t always apply to news blogs. But, today’s news blogs are held to the same journalism standards as other media. PR professionals should work with bloggers in the same way they work with traditional reporters.
- Maintain trust. Don’t ask a reporter to do something considered un-journalistic. It’s expected that they will talk to your competition for a story, so don’t ask them not to. That will only erode their trust in you and make you look defensive.
- Engage early. There’s no excuse for a reporter not getting the facts straight, but there are also areas of judgment, interpretation and nuance that go into writing a story. These are areas where you need to engage the reporter early – it will be too late to do so after the story is filed.
The state of the news media today is being driven by the rise of social media and the consolidation of traditional media outlets that affects the way in which we regard reporters. PR professionals who understand these changes will ensure they have the most beneficial relationships with reporters.
Angel White is a May 2015 graduate of George Mason University where she received her bachelor of arts degree in communications. She is a former vice president of the Public Relations Student Society of America at GMU. Connect with her on LinkedIn at https://www.linkedin.com/in/angeldwhite.