But really, for anyone who asks me, I see my job as being very similar to what I do here on our blog. I am a storyteller. By day I help tell other people's stories, and by night, I tell our own.
I was honored, really, truly honored to be asked by one of my favorite reporters, Joe Fryer at KARE11, to join him this evening to speak to a group of college students majoring in public relations about having effective relationships with the media.
So in preparation for tonight, I put together my thoughts on what I personally do to develop and maintain relationships with the media. Looking back on it this morning, it struck me that there are many parallels between good PR practices and good blogging ones.
So I thought I'd share my list here:
Molly's Top 12 Tips
(Because I Couldn’t Stop at Just 10)
For Working with the Media
1. Know your reporter before you know your reporter.
Who are they?
Where are they from?
What kind of stories do they do?
What is their style?
2. Find a connection.
Then go back to point #1 and take the time to learn something about them that you can connect with.
3. Tell a story and tell it well.
Write well.
Proofread.
Know your facts.
Keep it focused.
Ask yourself, “Would I want to see or read this?”
4. Make it easy, but smart.
You may have a complex subject or topic, but it’s your job to boil it down and make it unique, understandable and interesting.
5. Offer a benefit.
Almost every story I pitch, I pitch as an exclusive.
6. Remember, very rarely is it all about you. Or your client. Or your employer.
But find a way for it to be about you, your client or employer. No one wants someone out chest thumping about how great they are. Why should they care?
That said, there is a give and take. Please don’t say “At a local hospital..” (or for that matter, “on a blog I read”). So when it’s all take and no give, be willing to point that out.
7. Don’t be annoying.
I hate making follow up calls.
I hate writing “Did you get my email?” emails.
I have to imagine reporters hate them even more.
If you are following up, have a reason: a new detail, an added element, a new reason to act.
8. Admit when you don’t know what you don’t know. And then find it out.
Don’t fake it.
And don’t punt.
You don’t ever want to be quoted the one time you punted.
Trust me.
Own what you own.
Acknowledge the rest.
Go learn some more.
9. Say thank you.
Acknowledge their work.
Say thank you.
But only when you really mean it.
10. Manage internal relationships and expectations.
See point #6.
11. Be helpful even when it doesn’t help you.
I easily work with a half dozen reporters each week who need help finding a source, getting background information on something, or just figuring out who to call.
I won’t be a part of any of their stories.
But hopefully I will be remembered as a helpful person the next time.
12. Don’t blow it.
Slow down.
Be smart.
Be nice.
Be real.
Play fair.
Do good work.
