A reporter’s take on PR
The goal of media relations is to convince reporters and editors that your association’s news is worth writing about (or broadcasting). But rather than taking the time-consuming approach of researching a reporter’s interests and crafting an appropriate story pitch, a lot of organizations take the easier, but ultimately less fruitful, option of carpet-bombing a media list with untargeted press releases. Unfortunately, writing something in news release format does not automatically make it newsworthy.
Steven Perlstein, a business columnist for the Washington Post, had a very instructive rant in Friday’s paper about this very topic. If you’d like to see a reporter’s point of view on media relations, I highly recommend checking it out (and adjusting your approach to PR accordingly).
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