What do PR people do right? What do they do wrong? Khali Henderson, a senior partner in BuzzTheory Strategies, recently interviewed me (and a few other technology editors) about “Things Editors Hate (and Like) About Your Press Relations.”
She started the story with,
I asked these veteran editors what they think about interfacing with business executives and/or their PR representatives in various ways – from press releases to pitches to interviews.
The results are a set of guidelines on what to do and, more importantly, what NOT to do when interfacing with media.
If you’re new to media relations, this advice will start you off on the right track.
Even if you’ve been around the press pool a lap or two, you may learn something new.
After that, Khali asked a number of practical questions, including:
- When you receive a press release, what makes you most likely to follow up?
- What makes you skip a press release and go to the next one?
- When a company executive pitches you a story, what makes you take notice?
- What makes you pass on a story pitch?
- When you are reporting on a story, what are you looking for in a source?
- What do you wish business executives and/or their PR representatives knew about your job?