People often ask why
the media prefer working with PR people rather than the public.
When they work with
PR people work, editors and producers know they’ll only get relevant
information.
They won’t have to
waste time with details they don’t need or want.
If the media don't
like an idea, although a PR person may give a few more details hoping to change
the media’s mind, a pro would never argue.
Since the media
usually uses AP Style—the PR person will send releases in that format so it can
be dropped into stories verbatim.
If the media make a
mistake—which journalists often do because the pressure is so fast and
furious—PR people understand; they’ve often come up through the ranks and know
what it’s like.
If the gist of a
story is right, a PR pro usually won’t nitpick details.
If they care about
having clients as a “source”, PR people probably won’t ask for a retraction or
correction, but be grateful for the time the media spent telling the client’s
story.
And, if they are good
at what they do, the PR pro will make sure the client understands how lucky
they are to have the “free advertising” that’s called “coverage”.
For more
information, visit Dell Richards Publicity at www.dellrichards.com.
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