What journalists and editors really want to be advertising? What is the best way to tell a story to them? And most importantly, how to avoid the upset? These and other questions were addressed frankly to women recently in Washington "in Public Relations Round Table annual press conference, held at the historic Arts Club of Washington, DC June 20, 2007. Holding by the panelists were:
• Nancy Kerr, Editor's Choice, WashingtonPost.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 / Features, "Washington Post" Express "
Pitching with a purpose
The panelists agreed that shoots with a touch attracted their attention. Odd corners of history and looking cool on the holidays, seasonal trends and news. ForFor example, do not walk away from golf gifts for Father's Day, he said Ms. Page-Kirby. In particular, the great history of ideas during the slow months of July and August
The Fundamentals of Media Relations
Hoping to build a relationship with a journalist? Once you know the name and the beating of individual journalists, the group proposed to be friendly, reliable and looking for ways to facilitate the work, such as providingphotographs, statistical research, and product samples. Check-in once a month or two to see if there are stories that can help is acceptable, e-mail once a week is not. The journalists said they received from forty to two hundred e-mails placement day.
Media Relations "Dos and Don'ts"
• Do not show that you are familiar with the style and format of the media you're targeting, and customize the locations and emissionspublication or dissemination.
• DO concise e-mail press releases, important information on the subject and date in the subject line. Ms. Dahl has stressed the importance of writing press releases with the Blackberry in mind, if you can not get to the point of your communication with two clicks, you have lost your interest.
• Making e-mail relevant and timely updates, if any. Mr. Pergram urged the public not to underestimate the importance of this line,treat e-mail information, which sometimes can build a story around it.
• DO orchestrate support for successful events. Generally, journalists are not willing to take part in press conferences, but they agreed it would be more likely to attend a media event held in a comfortable position after working hours, with mini-but then only if it appeared to be funny or interesting.
• DO return calls promptly. The pet peeve most boring citiesthe panel was published, he has not returned their calls for two days or more.
• Do not send attachments or images in high resolution with your e-mail press releases and updates, but that journalists know that the high-resolution images are available on request. Ms Page-Kirby said that large pictures are always appreciated and suggested creating a website with high-resolution images stock photography, which could be accessed by journalists if necessary.
• Do not over monitoring telephone calls, but leave a voice message the first time you call, and be patient on the return call.
• Do not expect journalists to see the press releases and video B-roll. These experts have confirmed that they have no time.
• DO NOT press releases by fax to an anonymous "Editor." Fax no contact name spelled correctly, turn right into the circular file.
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