In the field of public relations we often work with journalist and reporters. We need them to get our job done and they need us to get their job done. We are a source of information for them and they are a source of publicity for us. In this mutually beneficial relationship there can sometimes be tension because of actions that are not always appropriate. Here is a list of 10 things that PR professionals do to annoy journalist and how they can be avoided.
- Submitting written material that is not up to standard and must be rewritten. Be sure that all materials sent to journalist adhere to AP style and is print ready.
- Using too many “hype” words in press releases. Journalists do not respond to words like “sophisticated”, and “unique.” They just want the basic information. It is for the public to decide if it is “state of the art” not the publicist.
- Overwhelming them with emails, phone calls, or faxes. Try to limit the amount of unsolicited communication. Too many people calling you multiple times a day can get really frustrating.
- Too many repeat calls or follow ups. It is ok to call once to update a journalist if there is new information, but don’t continue to call simply to “check on things.”
- Being unavailable. When you have your contact information on a press release. Make sure that you are actually available for contact. Journalists do not like being sent to voicemail any more than the rest of us.
- Not meeting deadlines. Journalists have serious deadlines. If a journalist misses a deadline because of the actions of a PR professional, it does not have a good impact on that relationship.
- Not being informed about the product or service in your press release. You should always be able to talk easily with a journalist about a service or product of a client. While it is possible to not have the answer to every question, doing research beforehand can ensure that you are knowledgeable enough to answer most of them.
- No knowledge of the publications format and content. Again research will help you in this situation. You would not send a press release about a new line of stuffed animals to a magazine that is all about coin collecting.
- Sending a press release with gimmicks like shirts, cups, or pens. Journalists see this as a trick to get you to publish your story. Most of it will end up in the trash and it will do nothing to improve your media relationship.
10. Sending the same press release to every journalist you can find. It is always a good idea to research specific beats and target specific reporters that you think would be interested in receiving your release.
Source: Public Relations Writing and Media Techniques
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