Mackenzie PR - how to handle journalists
We all know that journalists can be pretty demanding and difficult to work with so here are a few tips from us which ensure you are always the first person a journalist thinks of.
Something we all know is vital to any good PR person 
November 7th, 2007 at 4:08 pm
Here are my three favourite tips that I stick rigidly too all the time and know all journalists really appreciate.
* Follow up all press releases you issue with phone calls. Journalists have a habit of losing e-mails and like to be chased up!
* Journalists may underestimate the value of your articles. Never allow them to make this mistake - keep asking them if they plan to run your stories!
* Always refer to award ceremonies with the prefix “glittering”. Journalists love using this undoubtedly accurate description of the event.
November 7th, 2007 at 4:10 pm
* Never give a journalist a phone number for the place where an event is being held - it just confuses them.
* If you have promised a journalist an exclusive interview, don’t worry about inviting along another journalist or two. Journalists feel more comfortable in the presence of other journalists.
*When you call a journalist never check if it is a good time or if the journalist is trying to make a deadline - these things are just excuses!
November 7th, 2007 at 4:25 pm
Another 3 gems…..
*When the press release has been fully approved by the client and has your name on the bottom as the contact person, forward on ..and then take a two week vacation. You’ve earned the rest.
*Announcements about mid-level managers who were recently promoted are extremely newsworthy and should always be issued with a large, black and white headshot of the person who has been promoted.
*Never delete writers from your press list, no matter how long it is since you added them or last heard from them. Journalists don’t move often, and even if they do, current staff members are happy to forward mail to them. It keeps them in touch.
November 7th, 2007 at 4:34 pm
*Assign your newest recruit to make all the phone calls, making sure not to give them any information about the journalists they’re calling. Journalists like to take time out of their busy day to talk about themselves.
*Always be positive and firm. Journalists need you more than you need them.
*Press invitations should always be delivered with as much fanfare as possible. If you can figure out a way to send three or four teasers in advance - the more cryptic the better - do. Journalists love puzzles.
*Journalists’ name badges should be pre-printed with ‘hello! My name is ” in fluorescent shocking pink and the names themselves should be illegible and incorrectly spelled. And NEVER give a journalist the correct name badge. It’s more fun if you’re not sure who people really are.
*A journalist who asks, “Why, given the dozens of press releases I’ve already received today, should I or anyone else really care about your client?” is just plain rude. You DON’T need to answer that question.
November 8th, 2007 at 11:23 am
I always like to send an individual copy of every press release to all staff writers, sub-editors and editors - otherwise they might get jealous!!
I also like to ask for two copies of every article as I know journalists appreciate the interest I take in their work. A couple of phone calls to remind them never does any harm!!
The best PR tip I have learned over the years is to never acknowledge e-mail messages from journallists. Otherwise they take you for granted!!!
November 8th, 2007 at 11:25 am
Oops, I have spelled journalists wrong in my final tip - that’s a deliberate mistake to provide another good tip, don’t bother spell checking as that’s what sub-editors are there for…..
November 8th, 2007 at 3:55 pm
HOW ABOUT A GUIDE ON HOW TO HANDLE THE PR GUYS AND GALS FOR THE JOURNOS?
1. Mention the word alcohol, lunch or dinner and you have got them on your side right away!
2. Make sure you tease them mercilessly when they send emails to you by mistake. Trust me, all they want is regular dialogue.
3. If they say they will get back to you, don’t leave it to chance. Phone them regularly. It might seem a trivial matter to them but seriously, it is really important if we keep phoning.
4. Stay away from the Rocky Road traybakes! Very addictive apparently.
5. Don’t send texts from foreign countries? Danger in Kiev hotel rooms awaits…..
6. Bear in mind, many PR execs have crossed over to the dark side from a life in journalism anyway. They should know how it works by now.
November 9th, 2007 at 12:37 pm
I have certainly never had any complaints about my handling of journalists
but here are some invaluable tips!
*Never give a journalist a client’s direct telephone number, especially if the journalist claims to have a deadline and you’re going out of the office for the rest of the week. It preserves the mystery.
*If you have invited a journalist on a particular trip and a more important journalist wants to go, don’t hesitate to cancel the first one, He’ll never find out why you did it.
*Any journalist who has been the recipient of a client company’s gift, such as a company pen or T-shirt, is eternally in your debt and should not be allowed to forget this. Out of gratitude, they will respond with good coverage for your client.