I continue to look at the Public Relations industry (specifically Media Relations) and I am constantly amazed at the number of ways that PR firms continue to “pitch” various media outlets. If it isn’t a press release it is “dial for dialog” mentality requiring you to call your media targets until you’ve finally reached them “live.” Overall, I blame the traditional structure of our PR agencies who traditionally put entry-level staff on the front lines making the outreach to these media outlets. Historically, once you’ve put in your time…you don’t have to pitch anymore and you can focus on being “strategic” and/or managing account teams. This (in my opinion…hence my blog) is the major flaw of our industry and hence the reason we are labled as flacks, spin-doctors, etc.

If our industry (PR) is to sync with the ever-changing media industry, we have to get back to putting relationships back in Media Relations. Here are my no brainer 3 Simple Tips for Practicing Common Sense PR:

1. Read, Read, Read – Again, logic comes into play. Would you go into a new business meeting without learning anything about the prospect? Or how about asking a doctor to give you a haircut?! That is no different than pitching a reporter or producer that doesn’t cover what you or your client is pitching to them. Read the latest if not several months worth of your media target’s stories. Understand their interests, story trends, and style before you even think about engaging about a story idea.
2. Ask Before You Pitch – Educating yourself about the media you are pitching is a logical first step, but we often forget that just because a story idea falls within a media contact’s “beat” or area of focus, doesn’t mean it is timely for them. Start by asking about how you can make their lives easier and find out about the stories they are currently working on and/or seeking resources for. Remember, a journalist’s goals are quite simple: 1) they would like to write a good story and 2) they would like to get home as soon as humanly possible. Be a resource and be time-sensitive.
3. Put The Media’s Needs First – Until I actually started my own Media Relations practice was I finally able to speak these words around my clients and prospects. In the PR agency world we are taught to put the clients needs first and often to say “yes” to even the most ridiculous story ideas. The reality is although we think our stories are wonderful (right or wrong), we forget that the only thing we control is how the story ideas are presented to the media. Once that takes place, the destiny of you or your client’s story is ultimately in the hands of the media. Please just try putting the media’s needs first for a change…your company or clients will thank (and likely reward) you later:-)

How about you…what can you add to this list of Common Sense PR Tips?