Media-Relations Etiquette

Aug. 9, 2012
By Michelle Leitzy, account executive

I’ve been coordinating a lot of client media interviews lately and I read a recent article at The Buzz Bin about media relations do’s and don’ts that I think is a helpful reminder when pitching media. Whether you’re just beginning your public-relations career or you’ve been in the industry for a while, these pitching tips can be beneficial.

Media-Relations Do’s

• Do understand what types of stories each media outlet is seeking and what a reporter’s needs are. You will immediately lose the writer’s trust if you don’t tailor your pitch.
• Do meet with media. I’ve found this to be a very valuable tip. Suggest an informal meeting to get a better idea of what types of stories they prefer, how they like to be contacted, etc. A brief meeting allows them to put a face to a name and proves that you can be a credible resource.
• Do use connections if you have them — You’ll get a better response rate.Do keep emails brief. Mention recent related articles if appropriate — Reporters love that!

Media-Relations Don’ts

• Don’t make the pitch too specific.
• Don’t be afraid to email and ask a quick question such as, “What types of stories do you look for?”
• Don’t target the same person more than about three times. If they don’t respond, they’re probably not interested. When you don’t hear back, it’s time to move to a different reporter/editor.

Do you have any media-relations tips that you live by?

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