Understand What Reporters Need
Reporters are busy people. And overworked, and likely underpaid.
And, as they grouse at greedy news companies who take away their water cooler and further slash their salaries, as they bang away on ancient computers running Windows 95, don't expect them to be gushing when you call with a pitch.
Reporters are looking for someone to help them, not give them more to do.
And that is why a recent study shows the characteristic they appreciate most in public relations professionals is respect/understanding for what they need, according to research from Global Results Communications.
Some 44% of respondents cite respect and understanding as critical. More than half (52%) of respondents say PR professionals still need to figure it out.
And assume most reporters didn't bother to answer the survey because they are too damn busy. But, the message is received anyway. Take the time to learn about reporters, how they operate and how you can help them.
And don't be offended if they don't respond to your first, fourth or 10th email.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
