As a former reporter and editor who used to get no fewer than 100 pitches a day during the past two decades, I’ll be the first to say that some in the PR industry have gotten out of control, and with the shrinking media there is a legitimate backlash. We would receive calls on deadline by junior PR executives pitching a nominal story that has nothing to do with what our reporters covered—over and over again.
Still, that doesn’t mean that all PR is bad and that there isn’t a symbiotic relationship between the PR industry and the media. Most PR professionals follow basic common-sense rules of media relations.
These cover making targeted, newsworthy pitches, reading or watching the outlet you are pitching, and following ethical guidelines, as well as understanding time pressures and additional demands put on the shrinking media.
Assuming most of us in the PR business follow those rules, here are some valuable resources that the PR industry provides journalists:
1. Access. We provide reporters additional access to key executives who otherwise may not give the media the time of day.