What do Journalists want from PR Professionals?

Just like public relations, the field of journalism has evolved with the changing times. Journalism has adapted to the new needs and technologies used in today's society. Journalists used to be very independent, would do their own research and find their own sources. Unfortunately, due to the drop in newsroom staff, journalists are not able to spend as much time practicing investigative journalism.

Journalists are relying on public relations sources now more than ever to provide newsworthy material. Public relations professionals can provide journalists with access to more insider knowledge and information that is timely, readily available and balanced. PR sources are also able to provide journalists with links to new stories prepared for social media platforms as well as making the stories adaptable to all social media platforms for journalists to share.

Photo by uschesstrust.org.

The job of a PR professional is specific to the organizations objectives. Journalists work to bring information to the public depending on their media outlet and target audience. PR professionals seem to worry more and more that journalists no longer want to hear their stories.

This is only partially true.

Journalists' numbers are dwindling, so there is still the same amount of work with less people to do it. Journalists do not want to rummage through quickly and poorly written press releases that do not serve the purpose of their organization or target audience. Journalists are not interested in fancy media kits with a bunch of swag. Most importantly, journalists just don't have the time for all of this and it seems that PR professionals just can't understand that.

To break it down to the most basic of ideas, journalists want stories and information that is useful. Journalists want reliable and credible information that helps them accomplish their regular tasks. Journalists also want information and stories that appeal to their target audience with interesting and enticing content.

Photo by mediabistro.com.

Journalists serve a public while PR professionals serve their client or organization. PR professionals cannot serve their client successfully without the help of journalists and in order to earn that help, PR professionals must change the way that they address and work with journalists.

Here are some tips for getting a journalist to actually read your news release:

1. Have a strong headline that gets to the point in less than 15 words.

2. Create an appealing news angle, or "hook", within the first paragraph.

3. Avoid grammar errors and wordy sentences.

4. Provide detailed background information and context.

5. Include interesting quotes from third parties or a spokesperson.

6. Provide high resolution photos that are appealing.

7. Keep your news release to 500 words or less.

8. Provide good contact information.

No matter how much we rely on journalists, do not forgot that journalists need PR sources. They rely on us just as much as we rely on them. Do not let this inflate your ego as a PR professional as there are other PR sources out there that journalists can go to for information. Instead, build a positive working relationship with journalists by recognizing the ways to help them so that they will be willing to continue to help you.

Photo by threesixoh.co.za.

Finally, here are some tips for successful media relations:

1. Get to know the media that covers your client or industry and be familiar with their deadlines, news format, audiences and needs.

2. Help journalists and media outlets get to know your client better by providing them with background information.

3. Be open to working with photographers and aide in facilitating their needs.

4. Practice good writing regularly.

5. Provide information and stories that fit all of the newsworthiness qualities.

6. Avoid sending unwanted items that do not help journalists; always ask permission if you are considering sending product samples.

7. Be environmentally conscious and use digital media as much as possible. Limit how often you send new releases via snail mail. And don't overload their inbox or mailbox with too many news releases.

8. Be accessible to journalists at all times, respond to their inquires in a timely manner, and do not screen their phone calls; stay professional at all times.

9. Answer their questions honestly and provide accurate and complete information as much as possible. If you cannot answer, give an appropriate response like, "I don't know but I'll find out and get back to you," or "I cannot discuss this at this time." Never say no comment.

10. Praise good work and correct errors politely.

11. Be fair and be nice.

For more information and article about working with journalists, visit the PRSA blog, PRsay, and look at blogs specific to public relations and journalism.

Photo by Unsplash.com.