Before, it was easier for PR professionals to interact with reporters for the purpose of generating publicity in newspapers (print or online) or even to motivate for interviews on radio or TV for our clients. This, we would do by merely sending an email to a journalist with a newsworthy story and follow up with a call to ensure that they received it and that they will consider publishing it.
The difficult part was always to motivate to journalists that the story was newsworthy, and that the audience of that media house needed to hear about the developments of a particular company.
In the past, if a story was newsworthy and we as PR professionals had good relationships with the journalist writing the story – then it would make it into the newspaper. The story was in the past always published on merit, but it was always important for us to know that a newsworthy story had to have consequence and impact – without that it did not make it into the news.
I was fortunate enough to be taught early on in my career by my mentors - those I regard as PR/Media Gurus: Rams Mabote and Patrick Wadula; and I am forever grateful for the tough love and the coaching and mentorship.
These days, however, a lot of factors determine whether stories make it to news outlets or not, and it is very important for young PR professionals to understand the new dynamics so that they can try and adapt to the new normal. These factors include:
Speaking to some journalists to find out why our good stories are not making it in the newspapers any more – a lot of journalists raised the issues I have mentioned above. However, they consistently stressed the fact that ongoing relationships with media and constant contact with them still helps to get the story of an organisation or client into the news outlet.
So, to young PR professionals out there, if there is anything that you take from this column, it should be the importance of ongoing relationships with media so that you can always know what makes a good story. This was hammered to us old school PR professional early on in our careers and it seems like nothing much has changed since then.