Recently, my colleague Jenn and I attended an event in the PRSA Boston’s “Meet the Editors” series, which featured a meet-and-greet with editors and reporters from the Boston Business Journal and provided invaluable insights into how the BBJ team works and what they are looking for from PR professionals and the clients we serve. In addition to gaining a few new tips, the information we learned from the program validated that the communication methods reporters prefer are aligned with the way Teak has always operated.
Here are some of the biggest takeaways.
Reporter preferences vary
One of the most important reminders from this event was that reporters are individuals. What works for one may not work for another, and the only way to know is to ask. Some want a polished, detailed pitch. Others prefer something shorter and less detailed so they can do their own reporting, along the lines of “hey, I think you should write about…” It also varies by outlet. Reporters write for their audience, and that audience differs widely across publications. Public relations is not one size fits all.
PR professionals should take advantage of every opportunity, whether at a public event or in a one-on-one media meeting, to ask reporters directly what they find useful. Do that, and you will almost certainly become a more effective storyteller. While a news blast has its place, the more you understand what a specific reporter covers and how they do it, the better your chances of landing the story.
Deadlines are non-negotiable: communicate early
If you are pitching a story and offering an interview, that interview is expected to happen on the reporter’s timeline, whether it’s today, this week or on a specific Tuesday. While schedules are not always easy to navigate, being available when a reporter comes calling goes a long way. If a client can meet a reporter’s deadline, set up the interview right away. And if the client cannot, say so immediately. A heads-up allows a reporter to adjust. Failing to follow through damages trust not just between the reporter and the PR professional, but between the reporter and the client or organization itself. For the nonprofits and socially responsible businesses we work with, that trust is worth protecting.
Build relationships before you need them
Reporters value genuine relationships with PR contacts who operate in good faith. They want to know whom to call when they need a quick expert quote on deadline, and they want to work with people who make their jobs easier, not harder. That means engaging beyond the pitch. Follow their work, comment on what they are covering and how they are covering it, and show genuine interest in their beat.
At Teak Media + Communication, we understand that while relationships matter, strong stories matter more. Reporters will cover a good story regardless of the relationship, so invest equally in making sure the stories you bring to the table are worth telling for the particular outlet. Teak Media’s motto: Your contacts are only your contacts as long as you are providing good content.
If you are not already looking for opportunities to connect with reporters face to face or virtually, start now. Teak Media sets up editorial meetings for its clients to get them in front of the right people at the right time. We check out local upcoming events to meet media outlets and reporters and read the work of the outlets our nonprofit and socially responsible business clients should be in. At the end of the day, reporters follow the story. A publicist’s job is to make sure the story being pitched is one they cannot ignore.
