Given a choice, most journalists would rather receive a tailored, personalized pitch instead of a press release sent to large distribution list. But when faced with the prospect of reaching hundreds of journalists, many PR agencies resort to "faux...

Media relations: Timely response is key to winning journalists’ respect
Given all the efforts by PR pros to get media coverage for their clients or organizations, it’s surprising what happens sometimes when journalists reach out for assistance. Phone calls aren’t returned, or if they are, the response is too slow to do the journalist any...
Using geographic scope to refine your media lists
When building media lists, many PR and communications agencies/departments implement an audience-classification system based on consumer demographics, industry segments and job functions, and then apply these categories to media outlets. But to complete the task of...
Avoid the “vocabulary blacklist” when communicating with journalists
Asked about their pet peeves concerning PR, some journalists point to specific terms in pitches and press releases that raise red flags or are just plain annoying. For example, if you want to aggravate medical reporters, try sprinkling your emails with "cure,"...
Find the bright side in negative coverage to improve your media relationships
Like other journalists, I've occasionally written stories that drew the wrath of PR professionals. Perhaps the article cast a company in a negative light, or included positive mentions of competitors while omitting a client. Some PR pros handle these situations better...
10 steps toward building long-term relationships with journalists
Journalists say it again and again—the most effective PR pros are the ones with whom they’ve established long-term relationships. The trick, of course, is establishing those relationships in the first place. What’s the magic formula that makes them happen? I wouldn’t...
PR managers beware: Are your employees using the “fake reply” gimmick?
One of my biggest pet peeves about PR is the "fake reply." This is a tactic wherein a PR person sends a follow-up email with "Re:" in the subject line, making it appear that we have an existing relationship and that they're replying to an email from me. I first...
Beware the dangers of name-dropping when pitching top-tier journalists
Journalists, especially at the A-list outlets, are a competitive bunch. They live for the scoop, the exclusive, or at a minimum, the unique angle on a widely reported story. Based on feedback we've heard from journalists, this point seems to be lost by a certain...
How to deliver a compelling PR pitch
I've been a journalist for more than 30 years, and I've also interviewed hundreds of other journalists about their preferences for dealing with PR professionals. So I think I can say this with some authority: If you want to grab our attention, forget the fancy...
MSAs, CSAs and DMAs: A Guided Tour of Local Market Designations
I've written previously about the importance of identifying "geographic scope" when targeting journalists. Most journalists write for either a national or local audience, but how do you define "local"? I work from a home office in El Cerrito, Calif. (pop. 23,549), one...
Not for Immediate Release—Do’s and Don’ts for Managing Embargoes
It's a practice that many journalists welcome as a way to get a head start on breaking news. Others view it warily, either as a logistical headache or as a hurdle to their newsgathering efforts. Mention it to bloggers who are not experienced journalists, and you're...
PDF, DOC or DOCX? Choosing the right format for sending documents to journalists
In my previous column, I discussed the file formats commonly used to provide photographs and other artwork to journalists. But what if you need to distribute documents—press releases, white papers, backgrounders, studies or other reports that include text and...