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30 Nov 06

Public Relations Secrets: Forget the Singing Onion

www.grokdotcom.com/singingonion.htm - Preview

journalists public relations relationships

Perhaps if you didn't speak when you had nothing worthwhile to
say, the media would sit up and take notice when you do have something
newsworthy on your mind.
Most important, keep your mouth tightly shut. While PR newswires get rich
>

running verbose news releases from their clients, journalists just get nauseous.
>
7 more annotations...
- When a journalist calls, take his/her call. Don't run interference, don't
  delegate the call to your PR department or outside PR agency. Don't duck the
  call.
- If anyone calls to pitch a journalist by phone, let it be the CEO or the
  owner of your company.
- Try telling the truth. Not the homogenized, sanitized, corporatized,
  blatherized truth. But the common sense truth. If you are unfamiliar with how
  that sounds, here are some handy phrases you might practice: "I don't know." "We
  goofed." "We got lucky." "We fired the son of a bitch." "I'd be wary of
  investing in our company right now." "No, the market is smarter than you think."
  "We hate the competition." And, perhaps most importantly, "But it's my job to
  tell you this rubbish."
- Reinvent the news release. Not in a gimmicky way. But so a journalist reading
  it knows it's from your company, even if the name of the company is blocked out.
- Survey's I've taken of journalists show that nearly 6 out of
  >
  
  every 10 reporters say they consider PR people more of a nuisance than a help.
  >
  That means that before journalists even consider your message, a majority of
  them are discounting it because of your choice of messenger. My advice: make a
  real, flesh and blood employee of your company the media contact person.
- Such presentations are original, but usually engender more newsroom mocking than
  serious consideration. Why? The originality has little if anything to do with
  the message itself.
- Journalists, by the time
  they have been journalists for a couple years, have seen and heard it all. Or at
  least they think they have.

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Public Relations Secrets: Forget the Singing Onion

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