How to Drive a Journalist Crazy!

Public relations professionals share a tight-knit relationship with journalists. Media relations are an important part of working in PR.  PR people rely on journalists heavily, but the dependency is mutual because journalists need PR professionals, too.  Here is a list of common discrepancies between PR writers and journalists, followed by a solution to the problem, or how to avoid it altogether.

1. The problem:  Hype and News Release Spam.  Journalists receive hundreds of e-mails everyday and are dulled by the hype words attempting to bribe them to a story.  Due to the constant flow of spam and overrated news releases, journalists often conclude that many publicists and PR writers are incompetent.

A different approach:  In order to catch the attention of journalists without bugging them by sending e-mail after e-mail, PR professionals could try sending an actual hand-written letter to journalists. If the letter doesn’t prompt a response, PR writers may try catching up with journalists in person to talk about upcoming events or stories.  By meeting up with journalists in person, PR people can get a feeling for what the journalist is interested in writing about or publishing instead of the hit and miss technique that is adopted when constantly sending e-mails about what they find interesting.

2. The problem: Name Calling.  When journalists and PR professionals don’t get along, the bitter relationship can quickly go from bad to worse when the name calling begins.

A different approach:  To completely avoid the phenomenon of name calling, public relations writers should go out of their way to ensure a respectful and professional relationship with journalists.  To do so, a PR person may consider offering a small promotional item, or some kind of sincere gesture to the journalists to start things off right.  Because of their mutual dependency on one another, name calling is just one more unfortunate down side of the relationship between the two that should be completely avoided.

3.  The problem:  Sloppy reporting.  Sometimes when journalists publish a story, it doesn’t turn out the way that we hoped. Instead of getting mean or even, the PR pro should remember the necessity of a good relationship between journalism and PR.

A different approach:  Instead of getting mean or seeking revenge, the PR professional should step back, take a breath and try to understand what happened.  Why would the story turn out the way it did? How can we prevent misunderstandings like this in the future? Is this someone you should really be working with to begin with?

4.  The problem:  Advertising influence.  Often, published stories are the works of paid advertising. Sometimes, only paid advertisements make the story. Because PR tries to avoid paid advertising, there can be some resentment if that’s the case.

A different approach:  In order to avoid the negativity that comes with not being able to share information with audiences because of the journalists, PR professionals could try other media outlets.

5.  The problem:  Tabloid Journalism.  Some outlets of journalism do not require the highest standard of ethical and fair reporting and some journalists do not mind sensationalizing headlines and stories, just to sell the issue.

A different approach:  Instead of stopping service to journalism altogether, PR professionals should try to avoid the muck of flab journalism.  PR people could try talking to the reporter to before offering information to find out their real motives to publishing the story.

6.  The problem:  Lack of preparation.  On either side of the fence, when someone or something is not prepared for an interview, story, deadline, etc. it can cause problems to everyone.

A different approach: In order to avoid this problem, take every means necessary to prepare yourself for upcoming deadlines, events, stories, etc!!! If you are the one being outed when another individual is unprepared, you can try to avoid working with them in the future, or try to give reminders to ensure that everyone stays on tasks.

7.  The problem:  Disrespect.  When anything goes wrong in the media, a scape goat is often sought after to blame.

A different approach:  Instead of blaming a journalist of co-worker, try to find the root of the problem and fix it before a new problem arises.  Blaming is the beginning of an unhealthy and disrespectful relationship.

8.  The problem:  Bribery.  Journalists and PR professionals alike have all been bribed to print a story, or support a cause that they don’t necessarily believe in.

A different approach:  When bribery takes place,  no one wins.  While promotional items are commonly used, bribery takes the competition out of the game by winning someone over with money and gimmicks.

Chapter 14

This information is found in PUBLIC RELATION WRITING AND MEDIA TECHNIQUES, 6th edition, by Dennis L. Wilcox.

Chapter 14:  Writing E-mail, Memos, and Proposals

Public relations writing can involve writing through any vehicle- some important and often used writing includes e-mail, memos and proposals.  The PR writer may become well versed in all of these types of writing quickly because they are used so commonly.  When writing for any of the above stated, it is important to “write smart, simple, and short,” says Richard E. Neff, a consultant in Belgium who writes for Communication World.

Although e-mail or, electronic mail, is a commonly used communication tool by most people today, it’s important to note the difference between professional and ‘play’ use. Professionals should recognize the limitations of e-mail and effectively use its’ advantages efficiently and responsibility and ethically.  E-mail has many advantages, including:

• It reduces the cost of employee communications
• Increases the distribution of messages to more employees
• Flattens the corporate hierarchy
• Speeds decision making

E-mail also makes it easy for professionals to keep up with upcoming events, make arrangements and appointments, and review and edit documents.  We should remember that e-mail is only one communication tool- e-mail can never replace the quality of face-to-face communication.

An e-mail should contain only important information.  Style, grammar, and substance are all important parts of professional e-mails, and should remain flawless.  Messages should be brief, blunt and easy to read.  E-mails should always be double checked before being sent.

A memo, or memorandum, is a brief written message that is usually photocopied and distributed to employees.  A memo can serve almost any communication purpose. A memo should be specific and to the point.  The key message should be found in the first paragraph. A memo’s format should contain these five elements:

• Date
• To:
• From:
• Subject
• Message

Letters are not obsolete! Although e-mail is pervasive in today’s society, letter writing is a commonly thought of as a more formal or official type of communication.  As a PR professional, there are two types of letters we use:

• Personal letters are written to a specific individual establishing dialogue between the sender and receiver.
• Form letters are less personal letters are sent to large numbers of people concerning a specific issue, usually business related.

Letters can be written to ask information, give information, motivate, answer complaints, soothe or arouse, warn, admit or deny.  Letters carry just about any type of message.

Public relations firms usually acquire new business through the preparation of a proposal offering services to individuals or organizations.  Proposals usually include:

• Background information
• Client’s situation
• Goals and objectives
• Key messages
• Basic strategies
• General timeline of activities
• Proposed budget
• How success will be measured
• Adescription of the team that will handle the account
• Summary of why the firm should be chosen for the job.

Proposals should follow a logical and well organized format.  They are prepared to convince management to make a decision about  a contact or approve money and resources for a project.