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What the Editors say about PROs!
COMMUNICATE surveyed leading media & marketing editors last month on the good, the bad and the ugly, of public relations. Here are their comments, verbatim, but we are protecting their identities, as far as possible, to prevent repercussions!
In order to start a debate on industry standards, we first wanted to find out from the people most important to PR and communications professionals - the media - what they think.
We've given you our questions and some of the editors' replies!
QUESTION: What could PR and communications professionals do to make your life easier as an editor and journalist?
ANSWER:
Most importantly - make the effort to understand my product!
Take the time to read the bloody publication - know what we cover, and more importantly, what we DON'T, and then approach us with good story ideas and interesting angles. Also, don't send me stuff if I don't know who you are! Introduce yourself!
The biggest problem with PR companies is simply that they don't do their homework. They never write for the publication, sending out general releases, using far too many clichés, adjectives, and superlatives. They don't phone to ask if you are interested in their snippet of news, send the wrong stuff and then bug you to ask if you have published it. Why don't they check the media to find out?!
QUESTION: If there was one piece of advice you could give PR and communications professionals in dealing with the media, what would it be?
ANSWER:
Make friends. Make yourself memorable. There are 10 million versions of your species out there, make sure that you stand out... and don't NAG!
QUESTION: Regarding those PR consultants and communications professionals with whom you have a good relationship - what are they doing right?
ANSWER:
They understand my product, its tight deadlines, my shortage of time. They introduce me to their clients, open the door and don't act like a sentry once I'm in.
They make me laugh, have a backbone, are brave, interesting and extroverted - they stand out.
QUESTION: Have you any thoughts on what the PR and communications industry could do to improve service delivery to the media?
ANSWER:
Do more homework to understand the different media in a specific sector and what each requires in terms of content, deadlines, etc.
QUESTION: What value do PR and communications professionals add to your work?
ANSWER:
They add incredible value - my job would be impossible without them.
They often give me good story ideas - and often make the sourcing of info, pics, or people far easier.
