Here are two facts about journalists and public relations (PR) that might surprise you.
The first might make some experienced PR folks angry.
These facts come from a quarter of a century of media relations experience that included a decade stint at a $100 billion corporation, working with 13 start-ups and 10 awards.
#1 Journalists don’t owe you anything.
The first surprising fact is that reporters don’t owe you anything. Did you set up a one hour interview with your startup’s CEO? Did she rearrange her schedule to be there? Did you buy them a $300 dinner with the best wine at the hottest restaurant in New York? It doesn’t mean a thing. What matters is that the founder actually says something that can be quoted or made into an angle. If your company is hot right now, the reporter may have come armed with an angle already though. It is rare that you would be working for a “hot” company though. Most start-ups are unknowns.
#2 The boss doesn’t always know what a great press release looks like.
Great PR pros are not “yes” men and women. Are you a PR manager supervised by the vice president of marketing or founder of a start-up? Have you ever heard, “We need a press release on software upgrade x” or ,“We need a press conference on new product y.” Have you ever just written the press release because the boss demanded it? And what happened when the journalists ignored it, or did an interview to be nice. . . but didn’t write? There was no coverage and you wished you would have strategically said, “No.”
The key to great PR is to work hard to figure out what is interesting about your company, founder or solution. Then say the right thing at the right time to right reporter.
Doing the first thing the boss requests may not be the best route to PR career success.
And don’t believe that any reporter owes you anything. They don’t.
[The photograph above was purchased from Canva.]
Michelle McIntyre is the president of MMC PR, an IBM vet, and on the executive team of TEDxSanJoseCa. @FromMichelle on Twitter