This document provides guidance on working with journalists. It discusses how journalists rely on PR professionals for information but also have some distrust. It identifies potential areas of friction like hype, sloppy reporting, tabloid journalism, and advertising influence. It then provides tips for media relations strategies like conducting individual interviews, news conferences, media tours, and using previews/parties. It stresses being available, truthful, and helping journalists while avoiding gimmicks or off-the-cuff remarks.

1. Working with Journalists

2. Working w/Journalists
 Survey: media relations #1 responsibility of PR staff
 Journalists admit using news releases (50-60% of
the time)
 Journalists = info processors, not info gatherers
 Journalists are 3rd party endorsers
 PR people save journalists time, money, effort of
gathering their own news
 Publicists operate as “unpaid reporters”

3. Working w/Journalists Cont’
 Media depends on PR and vice versa
 2/3 of journalists say they don’t trust PR people,
but 81% say they need them
 There are areas of friction
– Hype/Other Irritations
– Name Calling
– Sloppy/Biased Reporting
– Tabloid Journalism
– Advertising Influence

4. Hype/Other Irritations
 Use of over used words: “unique”
“revolutionary”
 Using gimmicks to sell a story
– Make sure there is a news hook and clear connection
between item and news you are announcing
– Send items reporters can use
– Consider creative packaging instead of promotional
item
– Think simply (one item)

5. Sloppy/Biased Reporting
 Execs think news coverage often reflects a
reporter’s bias
 Execs believe journalists don’t do their
homework and have no background in the
subject they are covering

6. Sloppy Cont’
 Execs also don’t understand how the media
operate and what they need; therefore, they may
give vague answers or stonewall
– Reduce by:
 Educating execs on how media operate, basic news values
 Train execs to give brief answers (soundbites)
 Provide extensive background information to reporters

7. Tabloid Journalism
 Becoming more prevalent
 Things to consider when dealing
w/sensationalist media:
– Never do adversarial interview alone. Have media-
savvy attorney sit in on the interview
– Research reporter and know his/her method of
questioning
– Don’t accept any document on camera
– Get a commitment that you will be able to respond
to accusations made by others

8. Advertising Influence
 Most media dependent on ad revenues
 Influencing news content
– Some newspapers, magazines run stories that
prominently feature their advertisers
– Big advertisers may demand advance warnings about
controversial articles, so it can decide whether to pull
its ad
 Ex., many airlines demand The New York Times yank
their ads if they appear near news of an air crash

9. Individual Interviews
 Interview the reporter first
 Anticipate questions
 Know your audience
 Develop a message
 Answer questions, but link them to your message whenever
possible
 Conclusions first, back up with facts
 NEVER answer hypothetical questions
 Always answer positively; it’s the answer that counts, not
the question

10. News Conferences
 Reporters ask questions simultaneously
 Significant news to announce
– Crises
– # of requests from reporters
– New, MAJOR product introduced
 Consider
– Time
– Location
– Invitations
– Organized
– Conclusion

11. Media Tours
 Personal visits to multiple cities and media
outlets
 Objective is to:
– Generate coverage (schedule interviews w/print and
broadcast)
– Establish a working relationship (visit w/reporters to
educate them about a product or organization, etc.)

12. Previews and Parties
 Used for:
– Opening of a new facility
– Launch of a new product
– Announcement of a new promotion for an already
established product
– Often held in the evening

13. Press Junkets
 Trips of reporters paid for by company so the
reporter can view a new clothing line, product,
etc.
 Used a lot in the travel industry
 Also used in movie, fashion industries
 Some debate about whether this is ethical or not

14. Editorial Board Meetings
 Meet with board members of the newspaper to
educate them on a cause/issue, position of your
organization, etc.
 Visit to request coverage and editorials
supporting a particular cause
 Used by non-profits, associations, political
candidates, trade groups, etc.

15. A Media Relations Checklist
 Know your media
 Limit your mailings
 Localize
 Send newsworthy information
 Avoid gimmicks
 Be environmentally friendly
 Be available/accessible
 Get back to reporters
 Answer your own phone

16. Checklist Cont’
 Be truthful
 Avoid “off-the-cuff” remarks
 Protect exclusives
 Be fair
 Help the photo/video journalists
 Explain
 Remember deadlines
 Praise good work
 Correct errors POLITELY

17. Advertising Influence Cont’
 A Question of Ethics
– How does PR person sort out the media that are
“for sale” and those that maintain high standards?
– Should you build ad costs into your PR budget?
– If publication insists you buy an ad to get news
coverage, should you?
– Is buying an ad in exchange for news coverage or
paying an editor a consulting fee a violation of ethics
or just good business?