PR Etiquette: Making Sure the Press WANTS to Work With You

Submitted by Sabina Hitchen on Wed, 2009-09-02 10:23 | 2 Comments

NEW ADDITIONS: As we created this posting we heard from our media colleagues everywhere from the Oprah Winfrey Show to Real Simple to Fabulous After Forty - so as they say in Reading Rainbow, you don't just have to take our advice for it - find the newest thoughts from the press at the bottom of the list!

Well Tin Shingle blog readers, the time has come....It's time for your "Come to Sabina conversation" (similar to your standard Come to Jesus but more focused on PR for those who haven't received one yet)!

While talking to some members of the press who have been using our Entrepreneur Directory to find products and people for upcoming stories, they pointed out a few things that were making it difficult to get the most out of some of these opportunities. Now you KNOW that nothing makes me happier than seeing all of your names and brands spotlighted on tv (or magazines, or blogs as the case may be), so when I hear there may be some confusion about how to handle certain situations or what is proper etiquette or protocol when working with the press I sprang into action.

First: Find a few tips I had to share before moving forward with my day - couuldn't let some of these reminders pass.

Second: I'm hosting an etiquette class - for public relations. Think of it as Ms. Manners for your campaign plan. I am even going to get some input from the reporters, producers, and writers I work with and find out what completely drives them nuts, so we can be sure those things are avoided! I will have the class posted by the end of the day and it will be free for members.

Disclaimer: Some of these tips may appear obvious - congrats to you if you are already following these rules - you are on your way to great relationships with the press. If not, take notes and remember these things the next time you reach out to the media.

QUICK PR ETIQUETTE REMINDERS:

More to Come in our first Ms. PR Manners Class Coming Soon!

* Never begin a call or email without first introducing yourself and your company. Politely.

* When making a pitch via phone first ask the the contact if they have a moment before launching into a monologue about your brand. It lets them know you are thinking of them.

* When someone asks to see your sample, line sheet, media kit, head shot, or asks you a question about your company, don't automatically assume they are using you for their story and ask them daily when you will be going live.

* Don't reach out to your media contacts daily in general, they are busy and will return your call or email when they have a few moments to spare.

* Never send high res images or large attachments unless someone asked for them. There is nothing worse than getting a 7 MB file clogging your email and discovering it's nothing you even requested. Well there is but at that moment for that reporter, there wasn't....

* Give enough information. Your pitch should be short and to the point but it should be informative enough that they understand the point you're making, the hook, and who/what you are. They do not have the time to go digging for information in order to understand you.

* Don't call several times a week asking if someone received your package/media kit/sample/pitch/press release. They did.

* Have a signature on your email that includes: your company website, your phone number (that you actually answer), your full name. Don't make it hard to get in touch with you!

* Return emails and phone calls in a timely manner, no one has time to wait for you - press moves fast and if you don't reply they may have to go on to the next option.

* Have all the information the press will need ready and available - don't make them wait. This should include prices, where to buy, photos, how things are made, head shots - anything necessary to complete your story.

* Pitch accordingly: Don't send a teen magazine's blog products for women over 40. Don't send make up to an accessories editor, and don't reply to an editor's query with a completely off topic pitch.

* Say thank you: Not just when you get that placement, but when someone helps you find a contact, when they take the time to listen to your pitch, when they work to get you in a segment, when they host a segment. Just remember gratitude - it goes a long way!

* Be good. Just be a nice person. Be fun and easy to work with, be likeable and respectful, take your time when speaking and acting, and be genuine.

* Don't lie. Don't promise things you can't deliver in hopes that it will get you a placement. It will just make everyone's life more difficult.

* Know your place (so to speak): If you donate something to a celebrity to wear/eat/use don't make demands for photos, comments, testimonials, or press appearances. Whatever happens, happens but you can't make demands for a photo after gifting.

* Sign up for the Tin Shingle PR Etiquette Class with Ms. PR Manners* - it's free for members, a teleclass you can tune into anywhere, and willl be posted here tonight. (okay that was just a tip from us here at Tin Shingle - we want you to avoid any snafus in the future).

NEW ADDITIONS (from the press at the Oprah Winfrey Show, I Village, E News & more:

* Don't send food to the office without a warning email or call - otherwise we don't open it fast enough and it will spoil.

* Don't call us to ask what they are working on when all you really want to do is pitch your product. Just be honest and straightforward and say "Hi, how are you? I'm calling about some new XYZ that you may love, do you have a second to hear about them?". Then ask what they are working on as the conversation moves on.

* Don't send press releases without buying/pricing information included on it

* Don't mark emails as "urgent" if they are urgent to anyone but you. Think about it carefully before marking something as urgent.

* Change the subject of your email to reflect the information in it. Don't keep adding new thoughts and messages to an old email subject train, it makes it hard to sort information.

* Make sure your head shot is honest and up-to-date and reflects who you are well. Be sure you look polished if you want to be on television.

* Don't send a pitch or press release and then call them right afterwards! Let a week or so pass and give them time to follow up, look over your pitch, etc. OR pick one or the other - call or email, don't do a double whammy in too short a period of time!