4 common misconceptions about landing publicity
Media relations is harder if PR pros believe that journalists work for them and other myths. One communicator sets the record straight.
Both sides would get what they wanted.
In reality, brands and the media often face the hard task of bridging the chasm between marketing or communications goals and public interest. As a PR professional, part of negotiating this tricky situation is remembering that the editors and writers of the world do not work for you or your clients.
More often than not, they are simply too busy producing breaking news, thought pieces, columns and more to immediately address your requests.
The news media industry can be a confusing beast for those who aren’t journalists or don’t work in close coordination with them. Current events and opinions get steadily churned out through a seemingly infinite number of newspapers, magazines and blogs, with little indication of how stories are selected and who’s doing the selecting.
One of the main reasons people hire PR agencies is to navigate those murky waters. An informed PR agency can find the most newsworthy aspects of your story, package it in a concise and appealing way, then submit it to the reporters and editors most likely to be interested or find value in it.
Well-executed PR can look like magic: With just a wave of the wand, favorable headlines and glowing reviews come pouring in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
