They are the ones who write or broadcast the news, but are rarely on the news themselves. As one of my journalism mentors once reminded me: Know more:
I asked some of my former colleagues in journalism about their Christmas wishes. The twist: these wishes should be geared toward public relations practitioners like ourselves. Some of their wishes stemmed from new developments, like the effects of the pandemic and the rise of digital communication. However, what surprised me was that many of their wishes were things I would have also asked for when I was still in media more than 10 years ago. This just proves we still have a lot to learn.
These all seem basic, but the mere fact that name-related wishes were mentioned by multiple journalists show that some PR practitioners seem to take the importance of a media person’s name for granted. Get this right every single time, please.“Don’t call to check whether or not a story came out,” said Prinz Magtulis, a journalist at the Reuters News Agency in New York City.This was something I did not like as well when I was still a reporter. Media people do not work for your agency or company.
She added that she would really appreciate hybrid events “for flexibility, especially for some of us who double as reporters and editors.” In terms of the packaging, Tita Bernie wished “PRs would not send so-hard-sell articles that sound like a pure advertising campaign.”When sending press releases, Manila Standard News Editor Joyce Pañares wished PR people would not convert these to PDF format, which cannot be easily edited. Do not make your media partners manually encode the contents of your PDF file or use a PDF-to-Word converter. A Word file is preferred.
When it comes to giving stories, Prinz wished for there to be “no favoritism with reporters.” This will make life simpler, easier, and more peaceful between PR and media people.
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