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The Media IS Your Friend

Five years ago I was invited to attend a private gathering of computer resellers that was setup by my PR firm. I met an editor from one of the major trade publications, and we hit it off. We ended up going out for drinks that evening and speaking off the cuff. When I told my PR firm the next day, they were livid, and warned me, "the media is not your friend!"

That may have been the worst advice I was ever given.

Fast forward five years, and I count many members of the media as close friends. Writers tend to be a very insightful, analytical crowd. They talk to an extremely wide range of people each day, and therefore are knowledgable on a broad swath of subjects.

Like anyone else, they write about what they know. If you are in front of them, you raise the chances they will cover you. But it's not about collecting business cards, it's about creating sustainability.

If you have the opportunity to build a relationship with someone from the media, jump on it. But in order to build a meaningful relationship, avoid the fluff. Don't talk about the weather or sports; focus on your perspective on the industry and why it is unique. Be candid, be edgy, be aggressive - just be memorable!

As for that writer I met for drinks, he turned out to be a great friend. He has written about our company countless times, and has introduced me to the leaders in our industry. I always make sure to be candid, honest, and interesting - even at the risk of offending someone.

And I wouldn't have it any other way.

July 4, 2005 in Marketing & PR | Permalink

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Comments

Hey David,

As you've discovered, reporters, editors, producers are all simply people, with all their inherent flaws, fears and insecurities. Most are fair, some are lazy, a few are treacherous. As a former reporter and now freelance copywriter who does a lot of media relations work, I've found most to be decent, hard-working people who really do try to get it right.

As you've also discovered, lots of people -- including PR firms, -- are wary and distrustful of the media. Anyone who's been misquoted, misled or simply mystified by what appears in print or on the air after an interview, will know what I mean.

But the secret of positive coverage, as you demonstrate, is to be honest, interesting and give them what they need: something NEWSWORTHY!

Tom McKay
Better Business Communications blog
www.MaineCreative.com/blog.htm

Posted by: Tom McKay | Aug 22, 2005 3:15:48 PM

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