Top 9 “to don’t” tips from a journalist to PR
- 21 Comment
I received a very telling email from a journalist last week. After I started tweeting the tips, I received a few more emails from other respected journalists. If you’re a current PR student or new to the profession, print this post out and keep it with you.
These comments are from journalists and are meant as constructive feedback to the PR profession. Read on…
I’m a business and tech writer. I have a website. But I can’t tell you how often I get pitches on things that are completely out of the realm of what I write about. Things like pregnancy kits and hunting supplies. if you’re not sure, send me a quick e-mail and ask. Perhaps in some PR circles, it’s simply a numbers game (show the boss how many people one has contacted) but wasting everyone’s time doesn’t seem too smart to me.
21 Comments on this post
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Brian said:
It’s a great list of tips you’ve got here and I can relate to it as a journalist. But in regards to #4, I wonder why you let PR people review your copy at all before it is published? I have always considered this an unacceptable request. I know that opinions vary though.
April 21st, 2009 at 12:33 am -
PRsarahevans said:
I have never been given the option to review an article and have ALWAYS advised clients to NOT request to see a copy. Thanks for your thoughts, Brian.
April 21st, 2009 at 9:48 pm -
Wayne Liew said:
There are still PR person out there sending copy and pasted emails to bloggers. They often have this intro line: Hey, I’m a new reader of your blog and I’m wondering…
If you are a new reader, I doubt you will know exactly what my preferences are when it comes to products or services. As a blogger, I would like a person to comment on my blog or at least send me a non-pitching email before blasting me with a canned pitch.
April 21st, 2009 at 11:43 pm -
Kim@Galavanting said:
Great list – as you say every PR student, and many pros really need to print this out! I’ve interacted with many stellar professionals, but the vast majority pitches or follow-ups riddled with all the things you mention here.
April 22nd, 2009 at 2:22 pm -
Writer said:
Once you set up an interview, don’t hover. I understand your desire to control the message, but try not to eavesdrop on the interview or interrupt the flow by injecting your thoughts. That’s annoying and sends an I-don’t-trust-you message to both reporter and client.
April 23rd, 2009 at 2:26 pm -
Writer said:
I agree with Brian: Don’t ever ask to pre-read the copy; that’s bush league. It’s acceptable, I think, to ask a reporter to read back your quote to them. But don’t be surprised if the reporter is reluctant to go back and sanitize everything you’ve said, buffing out the edges and bleeding out the color. Nobody wants to feel manipulated.
Also, if you want to speak off the record, first ask the reporter if he/she is comfortable doing so. It’s common courtesy. Try not to say “That’s off the record” AFTER you’ve spilled the beans. I once worked with an AP reporter who left the press room whenever he sensed an off-the-record conversation was about to take place. He rationale: Nothing is off the record. Most reporters don’t mind hearing the backstory. But we’ve all got a job to do — and it’s not to sit on information while being the smartest person at the cocktail party. You’ve always got to maintain at least a membrane of professionalism between PR person and reporter, as chummy as your relationship might feel.
April 23rd, 2009 at 2:43 pm -
Brian Teeter said:
Excellent piece, Sarah. Being a corporate minister of propaganda for my little company, I can never stop learning about my craft, and your list is required reading. Much of what you say is pure common sense, which often is the rarest of elements in our atmosphere.
One small comment in response to others above: I have had journalists invite me to review article drafts not to amend the tone or direction of the text, but to only to verify and correct facts (spelling of names, dates, etc.). To me, this is a valid practice, one that benefits the readers. But to try to assert control over a journalist’s article would be a Bozo No-No.
Thanks for this great post!
April 23rd, 2009 at 6:39 pm -
Used Tires said:
Fantastic advice for sure on this list, in regards to #1, I think losing the credibility does more damage than anything else, reputations usually stay, and its so hard to get them back.
Till then,Jean
April 24th, 2009 at 5:06 am -
Kristina said:
Sarah – I had to laugh at number #7 because I’m currently working in Shanghai and all of the Chinese media require “media allowance” before they will even think about writing an article for you. When I first found this out, I thought, “What’s the point of a good pitch then if you have to pay for all your coverage?” Things are definitely done differently in the East.
April 25th, 2009 at 1:54 am -
Craig McGill said:
I can see where the reporter is coming from – and I was one for more than a decade, hitting the top levels in the UK before moving into PR – but some of their points are off the mark/down to individual taste like #1 – some reporters don’t want you to go back until you have the person ready to speak, others like an update (and sometimes you do offer the chat before finding out exactly when a person is available – that’s called spotting the opportunity).
Stuff like this is why I wrote The Redundant Journalist Guide to PR – to show them why PR isn’t as easy as they often – and sneeringly – think it is. ( http://craig-mcgill.com/free-material-and-advice/ – no direct link as it’s a PDF file)
April 27th, 2009 at 9:44 pm -
generic pharmacy said:
Most Fantastic advice for sure on this list, in regards to #1, I think losing the credibility does more damage than anything else, reputations usually stay, and its so hard to get them back.
Till then,Guy
August 26th, 2009 at 3:48 pm -
links of london said:
I once worked with an reporter who left the press room whenever he sensed an off-the-record conversation was about to take place. He rationale: Nothing is off the record. Most reporters don’t mind hearing the back story, nd its so hard to get them back.
September 6th, 2009 at 9:40 pm -
Himani said:
I agree with Brian
November 4th, 2009 at 10:12 pm -
video map said:
it is a great list, thnx
November 26th, 2009 at 12:52 am -
Saglik Sayfasi said:
If you are a new reader, I doubt you will know exactly what my preferences are when it comes to products or services..
December 9th, 2009 at 7:00 am -
iyi resimler said:
Great tips. Thank you
December 15th, 2009 at 3:29 am -
kolbasti dinle said:
Very informative post. thanks for sharing
December 15th, 2009 at 3:30 am -
Laptop Carrying Cases said:
These are good tips for the PR people out there. While you may have your own goals with a pitch, you have to leave it up to the journalist to write about it their way. Just because you have something newsworthy to say, it doesn’t mean you have full control over how it is reported.
March 9th, 2010 at 7:51 pm
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