Anyone who has ever worked in public relations knows it’s a career filled with peaks and valleys. One day you are getting clients the media interview of their dreams; the next day, they are blaming you for everything that is wrong with their business (or lack thereof).
It’s the peaks that get PR pros through the rough times, but sometimes getting to the top is almost as tough as climbing Mount Everest. Obtaining that much-sought-after interview from a news organization for a client rarely comes in the form of one-call-does-it-all.
As a former journalist turned public relations professional, I have witnessed the ever-changing landscape. Back in the days before budget cuts, layoffs and the ever-increasing demands placed on reporters, many (myself included) had the time to take your call, grab a cup of coffee or even sit down with a client just for a meet-and-greet with no particular pitch in mind.
But times have changed, and most reporters today will tell you they are overworked and overwhelmed. If they are print reporters, there’s a good chance they not only have to write for the print product but also for a digital product. Some also must provide content for videos to go along with their print and digital stories. And don’t even get them started on the fact that they must provide content for social media — Twitter, Instagram, Facebook, LinkedIn, Periscope — the list seems endless.
Radio and television reporters are under even more stringent deadlines, often turning around stories with a clock ticking down to air time.
Even for the most seasoned public-relations professional, landing that dream story usually doesn’t happen overnight.
However, there are some things you can do to increase your chances:
1. Be succinct and relatable: If you’re going to use the old tried-and-true press release, make sure you have an eye-catching headline. The last thing you want reporters to do is click “delete” before they even open it. Avoid industry jargon in your headline; instead, find a way to make it relatable. Do as much homework and provide as much background information within the release as possible to make the reporter’s job easier.
Read more here: The Miami Herald