How To Win At Public Relations: Treat Reporters Like People
This is part four in a never-ending series on how to win at public relations. Read the other posts here.
When you begin your work in the field of public relations, there is a tendency to be terrified of talking to reporters.
Whether it's a direct report who unnecessarily scares you before you pick up the phone to place your first call, or you catch a reporter on a bad day who scars you for a good three weeks, it is their willingness to write about your client that determines your fate.
Your success lies in their ink-stained hands.
But as crazy as it might sound, reporters are not terrible people.
Their main drive in life is not to belittle every single PR person they come in contact with. They have spouses. They have kids. They have interests outside of their job, just like you and I.
But the pressure on them — especially now — is insane. So it's understandable if they get a little ornery with us.
Why we make them ornery in the first place is another blog post on its own, but there is a way to circumvent (or, minimize) the bad retorts: treat them like you would want to be treated.
I know. It's mind-blowing.
With a large percentage of reporters using Twitter to find sources, it's easy to discover their interests, which will help you in your quest for an audience with them.
You will never cross a reporter who doesn't enjoy a little banter through e-mail, as long as it's appropriate. (Duh.) If this is your first time pitching a reporter, perhaps it's a good idea to stick to the pitch. But if you've established a rapport, I encourage something to break the ice; inject some personality into your pitch.
Not only will it help your e-mail stand out, but they just might e-mail you back.
