PR Pros & Journalists: A Love/Hate Relationship

When will the perpetual battle between public relations professionals and journalists finally be settled? It seems as though these two professions are immersed in a constant war zone, but the truth of the matter is… we need each other. I came across the following YouTube video produced for the Public Relations Society of America’s 2007 Annual Thoth Awards Gala. This Mac/PC spoof does a great job at humorously personifying the conflict between PR and Journalism.

As public relations professionals, it is essential to foster positive relationships with journalists to successfully execute your media relations. It is important to establish yourself as a helpful media source, and not someone who just sends pitches. PR Daily encourages PR pros to become a valuable source to journalists by using “strategic small talk.” The following are four things outlined by PR Daily to talk to reporters about in order to position yourself as a strong media contact: Trends, tips, travel and Twitter rants. 

Along with strategic small talk, avoiding known pet peeves of journalists can significantly increase your chance of having a positive reputation among the journalism community. Recently, The Muck Rack Blog encouraged journalists to candidly tweet some of their PR pitching gripes. The following are a few of my favorite tweets with firsthand tips to enhance the relationships you are cultivating, or will cultivate, with journalists:

Catherine Rampbell of the New York Times 

Ashley Mayo of Golf Digest Magazine

Jen Wieczner of Smart Money and Wall Street Journal

By using these tips effectively, you will be known by reporters as an industry peer, which will benefit your clients and allow you to be a well-rounded and valuable public relations professional.

This guest blog was written by PRowl Public Relations staff member Samantha Miller

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