Working well with reporters takes finesse

By Andrea Jensen
As featured in Marketing, January 2007

Seattle, WA – Picture this. You are the marketing manager at XYZ Company. Your brand new product just hit the market and will be featured in several large retail chains next month. Your boss couldn’t be more pleased and has asked you to get the word out in a release to all the local and regional media.

So the development process begins. All the key points about your product are in the release, pictures are attached, as well as a long, detailed product description and testimonials from your test audience. On completion, you send it to your management for approval, promptly receive the go-ahead and the release is distributed.

Two weeks later you still have had no response. No one picked up your release or even called to inquire about your new product. You get a call from your boss, “why haven’t we been picked up?”

Where did you go wrong? You did what you were supposed to – when you worked at a national company, the press picked up your stories.

This hypothetical situation clearly shows there is much more to public relations than writing and distributing a release.

Beginning a public relations effort should always begin with a plan, whether it is surrounded by one product launch, an event, or a yearlong effort to bring exposure to a company. During the development stages a very unique and interesting story needs to be developed. A simple announcement about a new product will get nowhere, especially if a company has little market presence.

When submitting stories by e-mail there are precautions to be aware of. News outlets don’t always have the greatest Internet connection and reporters are leery of unsolicited attachments. The best move is to include the text of a release in the body of an e-mail with a catchy subject line.

News reporter like “new” stories: ideas that have never been seen before or original perspectives. They are always looking for a new angle and happen to be very particular about what stories they pursue.

One example of a unique story is Apple and Nike, who joined forces to create the Sport Kit. This was a great way to introduce a new product by partnering with another well-known and respected company. This product is for anyone who is athletic – it tracks progress through technology and pairs with special shoes. This story was picked up in many national technology magazines and brought together two powerhouse brands.

People like to read stories about events donating proceeds to non-profits or other fledgling institutions; a business owner who overcame major obstacles to be successful; or a contest that will benefit one or two lucky people. Personal stories are always a hit, whether it’s the owner of your company, an employee or a client – if it’s original, it’s interesting.

Reporters don’t have a lot of time. When a writer commits to a career in journalism, they commit to being overworked, underpaid, and underappreciated. Every day, reporters receive anywhere from 10 to 100 releases depending on how large the paper, station, or magazine is. They are inundated with companies vying for their attention. It’s a mistake to think they will notice yours over the multitude of others. Many PR classes preach that calling reporters is taboo, but this is entirely untrue. Many are okay with a quick phone call. They need and want to be reminded of stories. It’s always helpful to ask a reporter how you can serve them, if they prefer another method of communicating it’s best to oblige. They usually only have a moment; so simply asking if they have a minute to listen to a pitch will open the door.

If you want exposure, it is your responsibility as a marketing, PR, or business professional to maintain a relationship with news writers. If you don’t feel you have the time or confidence to work with reporters, hire a PR Specialist or public relations company.

Andrea Jensen is the Communications Director and CFO of maoStudios, an award-winning graphic design and marketing communications studio in Seattle, WA. With a history of working in the journalism industry for 4 years, she easily transitioned into the world of Public Relations. Andrea provides PR and Copywriting services for clients of maoStudios – naming many local companies, developing marketing tactics, and shopping stories to the press.