Lexington, KY - In my 20 years in public relations, I've heard a lot of misguided, uninformed comments about media relations. By the way, media relations is not synonymous with public relations. It is part of PR, but not all that we in public relations do.
I've had clients tell me they want to buy an article, when they really meant they wanted to place an ad. I've heard about co-workers and bosses who were upset that a PR practitioner let certain things "get in the paper." News flash: we can't control the content of a reporter's story. If you want to control content, buy an ad.
Those are just a few of the wrongheaded comments I've heard. So I've developed a list of other erroneous ideas people have about media relations. Since I've heard them all numerous times, I couldn't decide how to rank them, so they're in no particular order.
If we don't do anything to attract the media's attention, they won't bother us. This is totally untrue. You can bury your head in the sand, but just like an ostrich, that doesn't mean you won't be seen. Sometimes reporters need comments from local companies about national stories. It's to your advantage to build relationships with reporters so they have a good understanding of what you do and the positive impact you have on the community. Then you can be a positive resource for them.
My ad rep can help me get a story placed. This is usually not true. For mainstream media, advertising and editorial are totally separate functions with a wall between them. I know someone is reading this and saying, "My ad rep helped me get coverage." But 99.9 percent of the time, that doesn't happen. The trade publications, however, are a different story. Many times, if a company buys an ad, the magazine will offer editorial space.
It's our company's anniversary. Media will want to do a story about that. Most of the time, they won't. Unless your story is unique, you're just another
business that's been around a long time. If, however, your business has overcome certain challenges or evolved in some way to meet changing business climates, then maybe it's newsworthy. Is there a human interest angle? Reporters like to write about people, not companies, so tell the human side of the story to get a reporter interested.
We're having a sale. Let's get an article in the paper about it. Buy an ad.
I don't need media spokesperson training. I know how to handle an interview. This is a sure sign of trouble. At our company, we call this guy the "media ham." He thinks he's smarter than the reporter and doesn't know when to shut up. The media ham is much more of a concern than the person who shies away from the media, whom we call the "media-phobe."
Even the best spokespeople know they need to prepare for an interview by thinking about the key points they want to make and how they want to make them. Additionally, it helps to do a practice interview on camera or in front of a co-worker before the reporter arrives. This will help correct any annoying habits, such as head bobbing, change jingling, rubbing the hands together or shifting from foot to foot.
I know the publisher/general manager, so I can get my story in the paper/on TV news. Once again, this is rarely true. Publishers and general managers usually leave day-to-day coverage to editors. Also, just knowing someone doesn't guarantee story placement. There has to be a newsworthy angle that appeals to a large number of people.
I need a big PR firm from New York or Chicago to help me. They have good contacts. Although big firms may have contacts at the national level, they still need a good story idea. If the news hook isn't there, your story won't be either. Kentucky clients have told us they've been disappointed by big city firms that promise a lot but deliver very little. No one can guarantee coverage, so don't believe it if someone promises that.
When a reporter calls for a comment, we ignore them. That way, we aren't misquoted. Always return a reporter's call. They will write the story with or without your comment, so why turn down the opportunity to tell them your side?
We don't have anything going on that's newsworthy. Maybe not, but maybe you do. Many times, people get caught up in daily activities and don't see opportunities for news coverage. An outside perspective is often helpful.
We don't need media coverage. People know we're a good company. Do they? How do you know? It never hurts to have a good article or TV news story about your company. Even if the public does believe your company is ethical, how can it hurt to reinforce that? Look for examples of why you're a good company and let reporters know.
Mary Hemlepp, APR, is co-owner of the Lexington-based public relations firm Wiser, Hemlepp & Associates. Contact her at mary@wiserhemlepp.com.