A great deal has already been said and written about the interdependence of media and the PR industry. In your professional capacity as a PR representative, you will know about the importance of email etiquette while sending across a press release to the media. You will be familiar with the ‘dos and don’ts’ to take in consideration while dispatching relevant and newsworthy press releases. But significant results are only generated when you know your media. This means fully understanding their preferred area of coverage, the make-up of the editorial team and – more specifically – the principal journalist you will be dealing with.
Reporters do their homework before sitting down with a person for an interview. A PR agent approaches the dynamic from the other end of the spectrum. They will probably be fully au fait with the interviewee as their client, but they may not fully understand the media company or the interviewer who will be asking the questions. In short, the PR professional needs to know both the client and the media.
This is where research comes in play. As a PR agent, you should research as much as possible about the publication or media channel you are targeting before sending them a press release. This drives a positive message. If the media should consider your press release important and create a newsworthy article along the lines of it, the PR agency should in turn, consider the publication important.
The following occurs when you know your media well….
“Some are born great, some achieve greatness, and some hire public relations officers.” – Daniel J. Boorstin.