Journalism & PR, or how to build a relationship

There are so many stories out there, of so many different interests. As PR people we obviously want our own to be the top ones, but to achieve our job efficiently we have to be clever when it comes to pitching our story. Knowing the strength of our news, and being aware of who could be interested in or concerned about it, is essential. Although our ultimate goal is to get the maximum coverage on it, we are not looking for useless attention, and are rather seeking for a beneficial one.

This week, we had the chance to welcome in our digital writing class four journalism professionals that gave us some insightful tips. Scott Willis from the WAER radio station, Steve Billmyer from the Post-Standard, Matt Mulcahy from CNY central and Kevin Tampone from the CNY Business Journal were all there to talk about their field's experience.

We talked a lot about the digitalization of both our professions, but I would rather mention the importance of building relationships with the journalists we’re going to work with.

We are used to often discuss the change occurring in our field, and how our practice is even more relying on digital devices and media; but it is also important to be reminded that the best way to achieve our work is still relying on a human relationship. 

PR practitioners and reporters have a give-and-take kind of relationship. Ideally, PR people want to be able to call reporters and get their story out, while journalists want to get in touch with PR representatives every time they need it for a story. Obviously, this is an idealistic reality. Therefore, as our practice entitles it, building relationship, not only between an organization and its publics but also between PR practitioners and their intermediaries, is an essential part of our work.

Our guests strongly remind us to always do our research on any media or reporter we’re about to get in touch with, for any kind of story. Building a strong and respectful relationship with our media interlocutors is assuring us efficiency in our work. This is what this week’s panel taught me about news worthiness. Obviously, knowing our story and knowing how to pitch is essential. However, having an accurate idea of whom to pitch it to, is as important.