Understand what makes news. Even the nicest, most supportive
contact will struggle to give coverage without some seriously
thought-out, editorially-minded content. Meetings publications
are tasked daily with filling their pages with copy that will engage
their readers, so the best way to please a writer is to provide
relevant, insightful material. A nice lunch is all very well (and to be
recommended) but not if it results in the journalist going back to the
office with little or no useable copy.
Never play the advertising
card to try to gain editorial coverage. This is poor etiquette, ‘bad
form’ and against the editorial policy of all reputable media. It is one of the ‘unwritten’ rules of the pr world and asking is likely to cause offence.
Know
the game. Journalists are not there to give you free publicity, they
are there to report on news which is of interest to their readers. If
one happens to hit on a less than desirable angle, it is in the
interests of damage limitation to respond, as quickly as possible, with
the most senior person you can muster. Silence or caginess will breed
frustration and possibly speculation.
In short, great coverage is
your privilege, not your right. Media relations is a game of subtlety,
of give and take, of timing and of skilfully-prepared content on both
sides. One submits news,
views, samples or hospitality for consideration and review, not for
guaranteed A+ exposure, and the submission should be made with great
respect for editorial discretion.
Any comments? Email conferencenews@mashmedia.net
