PR Tactics Reporters Wish You Would Avoid

The PR professional and journalist relationship is a dance. It’s a waltz and can even be a fiery tango at times. Both sides recognize they need each other, to an extent that is. Here is some insight we have gained over the years and have put down on paper in an effort to create a smoother experience and get both sides what they need as they need it.

1. Are you really, really “thrilled?”
 Thrilled. “We are thrilled xx has joined our firm.” “I am thrilled to be joining a firm with so many talented professionals.” Has “thrilled” replaced breadth and depth as the new generic term? Yes, and while we are “thrilled” breadth and depth has sailed into the sunset, “thrilled” is overused in press releases, quotes and all types of announcements. Delete the word, it’s filler that says nothing and will get your release tossed quickly.

2. It’s a party line, YAY. 
Reporters like direct links to their sources. Helpful PR professionals looking to organize, confirm and control the appointment often provide a dial in number. Do they not understand that most journalists do not like having other people listening in on their conversation because it stunts the fluidness of the conversation from the get go? In fact, it suggests a lack of authority. Allow your contact direct access. Allow for that one on one relationship to be established. If you are worried about what your source will say, you shouldn’t put them on the phone in the first place.

3. The call to follow up on emails. 
 Reporters will follow up on an email if they like the content or have a need to respond. If they are interested, they will let you know. Period.

4. The internal or external news alert turned “contributed piece.”
Turning an article already published on your website or blog is becoming less acceptable. Publications want to print pieces that are original and fresh. So, before you try and republish an already distributed piece, spend some time rewriting it to address why now, who does it affect and what is the cost of doing nothing?

5. Playing gatekeeper. 
It’s important to coordinate between your source and the reporter, but once you have confirmed the call, hands off. You can follow up later to make sure the reporter has what he needs, but they are interested in what your source has to say, let them say it!