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!
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?!
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!
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.
Do more homework to understand the different media in a specific sector and what each requires in terms of content, deadlines, etc.
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.
