"Reporters work for their editors."

- Mary Marshall

"When you give it to the press, you give it away. 

We don’t pay them for their memory."

- Roger Marshall

Every company has a story, usually several. Getting those stories into print is another question. In a world of taking care of current customers, developing prospects, and keeping up with business, public relations can easily get pushed aside. That is a shame - for the companies who could benefit from press coverage and for the readers who would be interested in their stories.

Other than eDoc and The Capitol Image the only publications that matter are the ones your customers read. Getting a good review in The American Statistician might be a better placement than a cover story in Information Week. Find out which publications your present customers read. You could buy expensive research, or you could just send an e-mail to your customers and ask them. Once you determine which publications are important to your industry, read them. At least once a month. Look at the reporter’s byline and get to know the reporter’s point of view.

Before you approach the press, you need to craft your company’s message. This is so obvious it is easy to overlook. Your message should be a succinct description of your business that a reporter can use. Reporters cannot use descriptions such as “leading provider of professional services,” or “provider of advanced IT solutions to the federal government.”   Be specific.

Look around your business for stories that exemplify your message. It could be a new product launch or significant upgrade of an old product. It could be that you have added an additional service to your business. Other newsworthy announcements include contract awards (the bigger, the more newsworthy), new partnerships, and case histories. There are all sorts of formulas I could offer, but the most telling is to simply ask, if I were not personally connected to this company, what is it that would interest me?  If you can answer that question, you have a news story.

Every reporter, even at the most obscure trade publication, has 500 e-mails with press releases. Most are deleted without being opened. Therefore, you need to carefully consider your subject line. The reporter must think there is a possibility of a news story. Make sure it has no jargon or buzzwords. The phrase "state of the art" or (even worse) "bleeding edge" is almost certain to get deleted without a second look. Sending an attachment is another way to get your e-mail deleted. It is helpful to make a follow up call explaining why your e-mail is news. Do not call just to make sure they received your press release. Be ready with a one sentence (preferably three words, subject, verb, predicate) explanation as to why their readers would be interested. Usually you will leave a message on voice mail, but if you happen to catch the reporter, the first thing you should say is, "Are you on deadline?" If they are, tell them you will call another time. There is no crankier creature in God’s creation then a reporter on deadline.

Consider the timing of your call carefully.  Newspaper reporters should be called between 10 AM and 3 PM. Weekly publications are best contacted at the beginning or end of the week, depending whether they come out on Monday or Friday. Monthly publications should be contacted at the beginning of the month. Understand that monthly publications are planned far in advance. The February issues will have gone to press by the time you read this, the March issues will have been planned, so you should pitch for April publication.

TV reporters like good visuals. Only rarely will content management stories produce good visuals. Radio offers more opportunities. Just remember who their audience is and what is likely to be interesting.

It is NOT a reporter’s or editor’s job to gin up sales for your company; it is their job to produce compelling copy for their readers. If you get an interview, keep in mind why you wanted the interview. Remember that the reporter is not your pal and that you are talking to their readers, not the reporter personally. Keep in mind what you want to communicate to those readers, but don’t become a robot. Listen to the reporter’s questions and answer as best and succinctly as you can. Do not introduce unnecessary negatives (“Well we got the idea to build our own widget after our unsuccessful partnership with DOA Tech Corp”). Instead say, “we got the idea to build our own widget when our customer’s told us they were unsatisfied with their current equipment”. That way you focus attention on your company’s commitment to customer satisfaction.

Do not speak off the record. Reporters hate that. Reporters are right. If you cannot go on the record with a comment, that is a clue that it should remain unsaid. Anonymous sources have done our country incalculable damage. Do not be part of it.

Successful PR is a question of consistent effort. If you send out a press release every month, you can expect at least four to find their way into print. But there is no way to know in advance which four or which publications will run them. In the case of monthly publications you will know weeks in advance. Try to time your direct mail and paid advertising to run at the same time your prospects will be reading the feature article.

A quick word about paid advertising. It works. It brings in prospects. You must run at least seven advertisements for it to have any impact. And, contrary to popular opinion, paid advertising does not buy editorial space or editorial hype. Editors take their jobs seriously and do not take kindly to pressure tactics. If you believe your press releases have been unfairly ignored, call your advertising sales representative and complain. They will be your best advocates within the organization. They will also know how far they can push that particular envelope.

One of the most cost effective forms of PR is simply participating in groups such as NCC AIIM.  Just coming to the monthly meeting will give you a chance to meet with your peers, raise your profile, and give you a chance to learn about industry trends. The last 15 minutes of the cocktail reception will tell you more about what is hot and what is hype than any other information source.  Volunteering to help the chapter with special events or serving on the board will give you more opportunities to introduce yourself and your company to prospective customers and partners.

Finally, understand that public relations is much more than getting your name in print. It is the sum of how you present yourself to the public. Answer your phone and try not to put callers on hold. Avoid end-user jokes and other forms of techno-hubris. Treat the public, including customers, vendors, and everyone you come into contact with, the way you would want to be treated. That way you won’t have to make a special effort when you deal with the press.