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CHAPTER 10
WORKING WITH THE MEDIA

Another key to successful PR activity is your relationship with media personnel. Your job, and the job of everyone involved with PR, is to develop a good working relationship with the media personnel you will be dealing with. In developing this relationship, you should anticipate media peoples needs and how they like to receive information. Newspaper editors need different information than magazine editors. Radio stations differ from television stations. By reading the various publications and monitoring radio and television stations, you will get to understand the editorial preferences and needs of each media channel. After you evaluate each of the media and their unique requirements, you will be ready to offer the most informative and interesting material about your companys people, products, activities, or other newsworthy information. To work with editors and other key media people, you will be most successful if you follow some basic rules: 1. Never make up news. You have to establish strong mutual confidence between you and your media contacts. 2. Provide only newsworthy, interesting, and timely information in a readily usable form. Give the various media personnel the service they need to do their job.

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3. Tell each story as it is. Do not exaggerate the facts. Give out the information in a form and manner the audience will understand. 4. Dont try to buy favors with gifts, lunches, etc. Your most welcome gifts are cooperation and honesty. 5. Never demand attention or give criticism when you dont get your way. Good media editors want to reach their audiences, not just yours. 6. Avoid favoring one editor or station manager over the others available to you. 7. If you give an exclusive release to an editor, make sure it is exclusive. No other outlet should have the information until after it has been used. 8. Never try to kill an unfavorable story. Work with the media to prevent them from stressing bad points too much, and show them what has been done to correct the situation. Invest the time to prevent unfavorable situations that can result in bad press. 9. Make sure you respond to all inquiries from the media in a timely manner. The longest you can expect to keep an editor waiting is the weekend or 24 hours. 10. Never try to pressure an editor through the media space salesman. Keep the editorial staff away from the sales staff, otherwise you will gain only resentment for your actions. 11. Never harass an editor once he/she has accepted your story. Printing a story is the editors sole domain. 12. Dont ask editorial staff to provide you with clippings from articles about your company. Use a clipping service. 13. Never try to deceive an editor or station manager. This is one sure way to destroy your credibility.

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HOW TO CONTACT MEDIA REPRESENTATIVES

If your company is currently advertising in a given medium, the names and addresses of key editorial people may already be known. If not, it is a simple matter of asking the media advertising staff for the information. If you are not an advertiser and are looking for editorial contact, you have several options for making contacts. At least a dozen different publications are available for locating editorial/publicity contacts. If your advertising department or agency does not have a copy, you should be able to find several at a main library. Standard Rate and Data Service (SRDS) The most common source of media information. TIt publishes 14 catalogs of data on all media. In each catalog, publications are separated according to audiences. You can quickly find the sections best suited for your products. Each listing briefly states the editorial slant of the publication. In addition, each volume indexes all listed publications by title. STANDARD RATE AND DATA SERVICES 3004 Glenview Road Wilmette, IL 60091 1-(800)-323-4588 Editor and Publisher International Yearbook This is directly aimed at the daily newspaper editorial data for the USA, Canada, Europe, and other geographic areas. It will give you contact information, circulation, the names of key editors, writers, and special interest editors. The USA section is organized alphabetically by state as well as by city. EDITOR AND PUBLISHER COMPANY 575 Lexington Avenue New York, NY 10022 (212) 752-7050

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Bacons Publicity Checker Lists trade publications, agricultural and farm journals, consumer magazines, and the business and financial editors of over 800 daily newspapers. BACONS PUBLISHING COMPANY 14 East Jackson Boulevard Chicago, IL 60604 (202) 638-1022 Directory of Publications Lists over 20,000 newspapers, magazines, trade publications, and college and university publications in the USA and Canada. The excellent cross-indexing makes this directory extremely easy to use. AVERY PRESS West Washington Square Philadelphia, PA 19106 (212) 829-4000 National Radio Publicity Directory Aimed at covering the radio talk show audiences and station staffs throughout the USA, including network and syndicated talk shows. PETER GLENN PUBLICATIONS, LTD. 17 East 48th Street New York, NY 10017 (212) 688-7940 Broadcasting Annual Publishes information about every radio and television station in the USA. BROADCASTING MAGAZINE 1735 DeSales Street NW Washington, DC 20036 (202) 638-1022

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TYPES OF EDITORIAL CONTACTS

Now that you have a list of editors, news directors, producers, programmers, station managers, and other media contacts, how do you get their attention? There are several options open for introducing yourself and your company. In the list of options below, I have used contacting editors as an example. No matter who you contact, the procedure remains basically the same for other media personnel. The Telephone The telephone is the quickest, sometimes the most effective option because you directly contact the editor. However, in your first contact , the editor may not have time to talk. Dont be turned off if he/she does not spend time with you. Editors are busy, and the first 30 seconds will make the difference. Editorial Visits An editor may visit your facility while working on a story. This is an ideal time to get to know her/him; and find out as much as you can about how and when he/she likes to receive stories. Work with editors on the stories. If an editor has made an appointment to visit your facility, make sure you are ready. 1. Find out the exact reason for the visit. Is this a search for specific new product details, or a general orientation? a. Make sure you have available all the facts editors will need. b. Ask if the editor would like to have a photographer present, or if existing photographs will be adequate. c. Send the editor as much advance information as you can. This information will save time and make more detailed coverage possible. d. Make a firm commitment on the date and time. And be sure that the people at your facility agree with your arrangements.

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2. Make up a tentative schedule that covers who the editor will meet, what topics the editor will ask for comments on, and where the meeting will take place. 3. Confirm all arrangements in writing as soon as possible. Then call the editor to let her/him know your letter will outline the meeting, the time, and those attending. In addition your letter should include specific details, such as: a. Who will attend each meeting b. Who will cover which topics c. What each persons title and area of responsibility is 4. A day or two before the meeting, confirm all details with everyone concerned. Do not leave anything to chance. If someone cannot make the meeting, get a substitute assigned. A no show at the meeting is embarrassing and makes an unfavorable impression on the editor. 5. Make the editor feel at home. As the editors host, you should remain with her/him during the entire visit. 6. Make every effort to get the editor all requested information during the visit, or send it as soon as possible. 7. A portable tape recorder is a good thing to have handy. It eliminates the need to take notes and makes the visit more enjoyable. The editor will be able to review the tape at his office after the meeting. Editorial Office Visit If you take the initiative to visit the editorial offices and introduce yourself, you should set up an appointment. You want to make sure the editor is in and has time to talk to you. This activity works well when you want to establish contacts, or if you want to schedule an editorial conference with as many of the of the magazines editors as posible. You may be limited to one or two at a time. Make the visit meaningful. This can be done by a simple update on the company, or a special product announcement.

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Press Conference If you have a major story to release, a press conference is another way to meet a group of editors at one time. However, direct contact is more difficult at a press conference because attendees usually have tight schedules and will leave at the end of the conference. However, the conference does increase your visibility and your next contact will be warmer you will no longer be a stranger. But press conferences penalize media with longer lead times. Does your story deserve a press conference? You should consider the following in making that decision. 1. Is the information to be presented important enough to take the time of several editors or other news representatives? Is the announcement about a breakthrough in your companys industry? 2. Is your companys new product or service of major importance to the industry, the local area, or the nation? 3. Is your statement significant to the local area, the industry, or the nation? (This is usually reserved for very large corporations only.) If you answered yes to any of these questions, and you are determined to hold a press conference, again, your preparation is critical. 1. Make sure all involved company officials agree on the time, the date, and the place. 2. Make sure that the purpose of the press conference is clear to everyone. 3. Get full agreement on the method of presentation from everyone involved. 4. Avoid scheduling the conference on a Monday or a Friday, especially before or after a holiday weekend. (Note: This would also mean a Tuesday or Thursday if a three-day weekend is involved.)
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5. Make sure your top management approves all the details. 6. Make sure the media you have invited reaches an audience interested in what will be presented at the meeting. 7. The invitation should include the purpose, date, time, place, of the press conferenceand how it will benefit the attendee. 8. Ask to be informed if the editor will attend, or get the name of the reporter who will be taking the editors place. 9. Your press kits should contain all the necessary information, photographs, press release, and product literature, as well as back ground information about the speakers involved in the conference. 10. After the meeting, make sure the press kits are sent to those editors who could not attend. 11. Schedule enough time before the meeting for a rehearsal by everyone giving a presentation. 12. Check all the details two days before the conference. 13. Remind everyone connected with the conference about the schedule. Make sure that they will attend. 14. Make a checklist of every item necessary for the success of the conference. Are you going to need a projector, an easel, pointers, charts, props, a projection operator, dimmer on the lights, spares!!!, etc.? 15. Prepare the necessary material for tape recording the entire conference. You may want to have a stenographer transcribe the conference and prepare a typed copy. 16. Hand out typed copies of the speeches to all the media personnel. They can then follow the talks and note questions on the sheets. Reading as well as hearing the talk will reinforce the material.

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17. Make a list of all questions asked, the mistakes made by the speaker, and anything that went wrong. This record will help you improve next time. The questions may lead you to another detailed article about the subject of the conference. Personal Letter Last, but by far not least, you can write a letter of introduction to the editor. In the letter you can tell the editor as much as possible about your company and its products. You can also enlist the editors aid by asking for a list of other editors on the same publication, or sister publications, who would be interested in your company. You should also make sure you have addressed the letter to the right person. If the editor does not have an interest in your company or your products, ask that your letter be forwarded to the proper editor. Your letter should focus on your desire to send only pertinent information. You want to be as accessible and helpful as possible. Remember, you are trying to gain an ally through your letter.

GATHERING INFORMATION FOR PUBLICITY

Generating good newsworthy information is much harder than just digging out a few facts on a technical product, or sifting through them for a press release. Learn to tell the difference between real news and sales promotion and advertising materials. It is often easier to start with places where you wont find news. Your own initiative will serve you well. 1. At your desk you cant find out whats happening. 2. You cant count on the advertising agency to supply you with newsworthy materials. 3. News wont call you on the phone. Unless its bad news!

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You must take the initiative and track news down. Go out and talk to the various department heads in your company. They are often more than willing to get you started on a story about something they are working on or about to complete. To get you started, here are a few of the areas where you can expect to find a story. Each is unique, with a different perspective on the validity of the news and its meaning in print. Engineering This is the most reticent of all departments. Design engineers may tell you about a new innovation they are working on, which could lead to a feature story. If it sounds interesting to you, it may sound interesting to an editor. If your engineers are still working on the design stages, some editors will keep the information confidential. After all, if the editor is first with the news when it breaks, he/she is all the better for it. Dont preannounce a product. Research and Development This could be the source for news about new testing methods, future design criteria, advanced product application information, or just a new insight into the direction the company is heading in its product offering. There could even be a story in that, if it is a departure from what has been done. Personnel This department is the source for new hire information and any promotions. If personnel sends you a notice every time someone is hired or promoted, you could go directly to that person in completing your background information for a proper release. Marketing and Sales Sales people always talk to customers with problems or customers using your product in a new or unusual way. Customer problems can lead to a story if your company has solved them in a unique way. Unusual applications and case histories are ideal news stories worth exploring. You may even ask if you can have a story written about the application, giving the customer the byline when the story is placed in the media. Be sure you have the customers permission before you place the story, someone in the organization has read it. Be prepared to write the story yourself.

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Editorial Schedules Most technical publications have prepared a brief listing of the proposed editorial features in each issue. This list does change from time to time, and the publications send out notices of new features. Even so, if you have the time to work on a feature stories related to the planned feature articles, you could time your story for the same issue of the magazine. Remember that a feature story is an in-depth explanation of a process, product, or trend the editor considers either newsworthy or interesting to the readers. From your point of view, a feature gives you an opportunity to explain the companys expertise or industry leadership in depth. Editorial Calls In responding to a call, you can answer specific questions important to the editor preparing a feature article. The article could be an industry roundup or cover specific product groups. In any case, it is a good idea to respond quickly, in as much detail as possible. You should also give the editor the names of people within your organization who can be contacted for more information. You can also offer to submit any photographs or illustrations that may help the editor. Your cooperation could gain you even more recognition by the readers and editor.

WHAT QUESTIONS DO YOU ASK

When you gather information from your company's sources, you and the person you are interviewing can enjoy the meeting. An interview with the right person is an effective way to get information for a story, or simply for a release. Before you contact anyone, make sure you have a definite purpose for the interview. Make the person feel helpful in giving you information for an important task. Before beginning the interview, organize your thoughts and have a clear direction in mind. Busy people dont like to ramble. Thank your source for time and help, and communicate that the information is going to be used to promote the company.

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As you become more familiar and confident in your interviewing ability, you will find that most people like to be interviewed. They seem to enjoy expressing their opinions and offering their knowledge. Make sure you give the person enough time to think through her/his answers. If you sense you should allow more time for an answer, let your source think it over alone. If you have a preprinted questionnaire, leave a copy to complete and return to you by a given date. Do not leave the time open. You may never get your answers.

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