What do reporters and editors really publicists? What is the best way to get a story they heard? And, more importantly, to avoid as you annoying? These and other questions were addressed openly at the recent "Washington Women in Public Relations Annual Media Roundtable," at the historic Arts Club in Washington, DC on 20 Held in June 2007. Holding her was the following panelists:
• Nancy Kerr, Features Editor, Washington Post.com
• Heather Dahl, Senior Producer / Story Planning, Fox News, National
• Chad Pergram, Chief Correspondent, Capitol Hill Bureau Public Radio International
• Kristen Page-Kirby, Section Editor functions "," Washington Post "Express"
Pitching With A Purpose
The panelists agreed that getting places with a turning their attention. You are looking for quirky and new story angles on holidays, seasonal trends and news. For example,do not pitch, golf gifts for Father's Day, argued Ms Page-Kirby. They wanted above all, great story ideas during the slow news months of July and August.
The Basics of Media Relations
In the hope of building a relationship with a journalist? Once you have familiarized yourself with the name and hit the individual journalists, the panelists suggested as a friendly and reliable, and seeking ways to make their work easier, such as the provisionPhotos, statistics, research and product samples. Check in once a month or so to see if there are any stories you are using is acceptable, e-mailing them once a week, it is not. The journalists said they received daily from forty to two hundred places by e-mail.
Media Relations "Do's" and "Don'ts"
• DO show that with the style and format of the media you are familiar, specifically and individually your seats and shares, thePublication or broadcast.
• DO e-mail press releases concise, important information about the subject and the date in the subject line. Mrs. Dahl emphasized the importance of writing press releases with the BlackBerry into account if they do not get to the point of your message, with two clicks, you've lost interest.
• DO e-mail with relevant and current updates, where applicable. Mr Pergram not invited the public to the importance of an online discountEmail tidbit of information, it can sometimes build a story around him.
• DO orchestrate your media events for success. In general, the journalists were not enthusiastic about participating in press conferences, but they agreed that they would be most suitable, a media event that was held in a convenient location, after closing, with refreshments, but only if it seemed to be fun or interesting.
• DO return calls promptly. The annoying pet peeve citedby the panelists publicist, who was not back their call for two or more days.
• NOT some attachments, or high-definition images with your e-mailed press releases and updates, but let journalists know that images are high resolution for the issue are available. Ms Page-Kirby, said large photos are always welcome and proposed the creation of a website with high-resolution images, stock photography itself-that can be queried by journalists, as required.
• Do not make more than one follow-up calls, but a can-call voice mail message for the first time, and ask patients about the return.
• Do not expect journalists, video news releases, or B-roll view. The panelists mentioned that they simply do not have the time.
• DO NOT fax press releases to an anonymous "editor." Any fax no contact name is correctly written to the right into the circular file.
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