Where reporters get their info and 3 takeaways for the PR world.

An article on Ragan’s PR Daily calls out some interesting new stats about where journalists are getting their stories. The Oriella PR Network reports that more journalists are using Twitter and Facebook as a source for their news (double digit increases over last year). BUT, the number one source for stories remains traditional PR agencies.

For those who don’t know the distinction… sources for NEWS are where you get your ideas for a story. Sources for stories are the people that you quote in your coverage … the material you are working off of. In other words, Journalists are relying more on social networking for their IDEAS but still rely on traditional methods for verification and explanation.

Now, there is so much “meat” in the numbers provided her that you can analyze this data six ways from Sunday but there are a few key takeaways that I see.

1. Social Networking is fast becoming the key source for BREAKING news. More and more journalists are monitoring these sites for story ideas and narration of real-time activity.

2. When it comes to a story idea the Journalist has on their own, they still want to turn to a human being who can provide depth and context to a story. (try doing a Q and A through DM’s on Twitter … trickier and far more time consuming than simply grabbing the Media Relations rep for five minutes by phone).

3. Just over 22% (that’s 1 out of 5) news stories start with a press release. That means 4 out of 5 times, Journalists are getting their story ideas some other way.

While some may point to the rise in use of Social Media as a harbinger that traditional Media Relations is an industry at risk, I see it solely as a sign that Media Relations, like every industry, must remain adaptive. These new channels can be incredible tools for communicating a client’s message and journalists will ALWAYS want someone that they can speak with directly for deeper information on any topic.

There’s a fine line between aggressive and lying

Few things get a reporter or editor more upset than lying.

Lying in an interview.  Lying about the hook of a pitch.  Lying about who is available for an interview.  Lying is not good.

And sometimes being aggressive crosses the subtle line into lying.  It’s a line you HAVE to be mindful of.

 

Consider this real life example from my files a few months ago:

A PR rep contacts me with a story idea that’s a month out.  I clearly explain that we cannot book  the story until the week of  (it’s a feature-y piece) and suggest that we touch base at that time.  I’m very clear that nothing is definite.

This PR rep calls back a week early, gets a DIFFERENT reporter on the phone and says quite aggressively (I should know, I was sitting next to them when the call came in):

“Colby wanted to book this interview.  When can we set it up?”

 

Was I interested in the interview?  Yup.  Would we probably have covered it?  Yup?

But calling the newsroom and putting words in a reporter or editor’s mouth is not wise.

It may not seem like a big deal … after all, I did say we were interested …. but I also said I wasn’t sure we could fit it in …. consider this:

What if we were hit by a major breaking story or a massive exclusive that needed the full attention of the newsroom?  Now imagine that in the midst of this, our news director sees one of our reporters doing a fluffy interview “that I told him to get.”  Sure we can straighten things out, but not before a frustrating series of conversations with the ND and the reporter.

Also, keep in mind that reporters do not want to bungle a relationship with a PR rep.  If they believe someone else in the newsroom set up an interview, or wanted to set up the interview, they’re going to move forward.

 

Can you guess whether that story made air on our station?

A better alternative would have been:

 

“Hi, this is Trudy from Such and Such Firm.  Colby and I spoke a while back about this interview.  Time is coming up fast and our schedule is booking up fast.  What’s the best way to get in touch with him to check our calendars?”

 

Just like a REPORTER can kill a connection to a PR source by misprinting a single word (leaving out “allegedly” anyone?) it is imperative that the PR side can walk that fine line between aggressive . . . and OVERLY aggressive.

Reporters know what telemarketing sounds like

Occasionally, PR people have to cold call on stories.  It’s part of the biz.  Pick up the phone, dial newsrooms and try to get through to the news “decision maker” for coverage.  It’s a tough gig.  Trust me, I’ve worked sales.  I know about cold calling.

But if there is one piece of advice I can offer it would be this:  before you pick up the phone, open your internet browser.

Which scenario do you think is more likely to land coverage?

(1)  “Hi, I’m Trudy from ABC Marketing.  Who there is in charge of booking stories?”

or

(2) “Hi, it’s Trudy from ABC Marketing.  I’ve got an expert that would make for a great interview with John and Joe next week.  Am I correct that Carly does the booking?  When would be the best time to catch her for two minutes so I can share the details?”

The unique thing about the PR-Media relationship is both sides take turns being the client.  Sometimes reporters need help from PR reps getting an interview.  Sometimes PR reps need the Media’s help getting a story on the air.  In this instant, the media is your potential client.

Almost every media outlet these days has a website with some info on their programming and staff.  Use that to your advantage. Take a couple minutes before picking up the phone and figure out if they have any shows / columns / spaces that look like they would be a good fit for your pitch.  Also, see if you can identify an editor or news manager.  That is the person you want to ask for first.

Be aware of the cycle

Few things are as disappointing as setting up a huge media event, only to be skipped over by a major breaking story.

Yesterday, today and likely tomorrow the Portland media will be focused on snow coverage.  Pressers with the Mayor, ODOT, PBOT and so forth will take priority over any and all stories.  Yes, reporters will try to cover everything else, but we’re talking about what is top priority here.

The take away for PR reps  is to always be aware of what else is going on when you have a press event booked and be proactive and flexible to maximize your exposure.

What other media happenings might pull a reporter from your event?

How proactive are you with follow-up after a story?  Do you call the different shops to offer a secondary interview if they could not get a reporter to your scheduled event?  Do you look ahead when booking your event to make sure it doesn’t conflict with a major breaking story?  (I always chuckle at the group who books their big presser on an election day).

Did you seize the opportunity for coverage today?

Today is President’s Day.  Holiday’s are difficult in news because we still have to fill a full news cycle, yet most of our sources (city, state govt, local biz, etc.) are closed.

That said, holidays can be a great opportunity for you to grab some exposure and make friends with a reporters and editors at the same time.  The trick is to plan ahead and make sure you have a story that is available on the day a holiday is observed.

Take a moment RIGHT NOW and open your calendar. Take a highlighter and mark every holiday in the next year.  Those should be target pitch days for your group.

Have a story on Arbor Day, Memorial Day, 4th of July, Labor Day, etc.  Make it timely, make it interesting, make it engaging.

Send a media release out the week before for the futures file and follow up on the day of offering the story.

Most importantly, include the best ways to contact you ON THAT DAY. Even if you are out of the office, be available to coordinate interviews if need be.

 

As an additional tip, holidays can be a great time to make contacts with newsroom.  Make a point to call around to a few and introduce yourself.