Frenemies or Symbiosis

Media Relations are helpful, but where's the line?

Not just any relationship...

Media relations is having a mutually beneficial relationship between a reporter and a PR professional. The purpose is simple: when a reporter needs information on an organization, the reporter calls the PR professional. When the PR professional wants something covered, they pitch it to the reporter. It’s a back-and-forth process that includes a bit of schmoozing and a lot of patience on the PR side.

Do’s and Do NOT’s

It is recommended to always call and thank a reporter for their coverage on a news story or press release. Even if the story was painted in a negative light, it is important to show gratitude for any coverage at all. It’s easy to burn bridges, so respect a reporter’s time and proofread all press releases for correct AP style. If a press release is not in proper format, chances are it will end up in the trash.

Like any relationship, Media Relations takes work

After pitching a news story, follow up with the reporter. Send the pitch in a personalized email and call within 24 hours to check on the story. If they are choosing to run with it, never ask to see a story beforehand. Be aware that a reporter can call at any time of day; it is imperative to always answer and give them what they want. A true reporter won’t stop until they uncover their truth. Even worse, lying to a reporter will get a PR professional nowhere.

Always Practice the PR Paradigm

Any work should be put through the process—even responses to a reporter’s follow-up question. After researching what the appropriate thing to say is, take the time to write out the statement. Most importantly, stick to what is written and respect the reporter and their media source (even if it’s local).

Reporters are a PR professional’s best friend and worst enemy

It’s the reporter’s duty to break any and all news—while they might be willing to put off a discovery until morning, it is the PR professional’s job to make it worth the reporter’s while. An exclusive insider look at the breaking news or a mind-blowing quote are two small things to ensure a loyal relationship. Giving the reporter the answers they want will make any PR professional a happy camper.