Media relations for beginners: Ten run-of-the-mill, really not rocket science tips on how not to do it

OF course, I'm coming over all Getting Ink now, or well trying to at least. These may not be the most far-reaching of rules, but hey I like 'em.

If your steps into commercial writing present you with a client wanting you to also attempt to secure media coverage, I do hope they may come in handy:

1. Don't phone up a Sunday paper to ask: "Which day do your health pages come out?" It makes you look stupid.

2. Don't send a release unless you have a good idea what kind of features/news the publication carries. You have to be prepared to actually read recent copies if you want to get it right.

3. Don't try to be the journalist's best mate on the phone. They are usually busy and haven't got time for that. (I struggle with this, being such a friendly sort.)

4. Don't send out completely untargeted press releases – are you sure that Mobile Phone Weekly is really the place for your news of your new training course? (‘It could be’ isn’t good enough!)

5. Don't pester with repeat phone calls saying "are you going to use it?" One phone call asking this question is one too many – if the story is good enough, it will get in.

6. Don't ask the journalist to dig out a piece they did ages ago to photocopy and send it to you. It's a really annoying and time consuming job and could well ensure they won't use anything else you send them in case they’re asked to do the same again.

7. Don't expect to take up loads of the journalist's time during a face-to-face meeting unless you honestly think your product or service could provide them with a significant story.

8. If you are inviting the media to a ‘photocall’ or event and they tell you they hope to come along, don’t ring up and moan when they don’t – guess what - they have other stuff to do!

9. Don't assume a press release is the right approach anyway - have you ever heard of speaking to people, like telling them some interesting stuff about your client?

10. Don’t complain that the media ‘isn’t getting behind’ your product/service – that is not their job – that’s to report the news. [Linda]

Comments

[Emma]

How about an email asking what publications you write for? Er...haven't you heard of Google?

[Louise Bolotin]

It also helps if, when they ask if you'd like to be on their mailing list, they remember to add you. This has happened to me twice now... Grr.

[Rob Artisan]

It is common uncommon sense