Seasoned Journalist Offers Advice to PR Pros

The idea that anyone, let alone a public relations professional, would speak with a journalist while chewing food is mind-boggling.

But that’s what award-winning, Salt Lake Tribune Reporter Paul Beebe says that at least one PR “pro” did last week while visiting with Paul at last week’s Speed-Pitching Event produced by the Utah Valley Chapter of the Public Relations Society of America at Utah Valley State College.

The first-time activity was a fun and helpful PRSA get-together designed to allow PR reps to spend four minutes pitching a story idea to one of six different journalists, of which Beebe was one.

This was obviously a worthwhile chance to meet one-on-one with local journalists, so we had one team each from SOAR Communications and Politis Communications on hand (with clients in tow) to take advantage of the opportunity. And in my opinion, it went quite well; then again, the proof will be in the pudding (are stories written/produced about our clients or not by these journalists).

But back to Beebe’s 11/18/07 article, entitled “Let a hack pitch ideas to a flack.”

First off, for the uninitiated, “hack” is an unflattering nickname for what Beebe terms “a mediocre writer.” Conversely, Beebe writes that “flack” refers to someone who “nag(s) reporters on deadline with bad ideas for lousy stories.” OUCH (on both parts)!

If you have a moment (assuming the link above to the story is still “live,”) check out Beebe’s full article. As I would expect, it’s well-written, direct and pulls no punches.

However, since I’ve noticed in the past that Tribune stories often become unavailable after a week or two without a subscription, I’m going to republish below Beebe’s complete list of advice to PR practitioners everywhere.

So (with Beebe’s permission), here is Paul’s list:

• Do not talk with food in your mouth. That’s gross, and it happened last week.
• Never say you just started your job yesterday. Saying, in effect, you know next to nothing about your client doesn’t inspire confidence.
• Make eye contact. Speak in short sentences. Don’t drone on. Avoid hype. Avoid jargon. If you can’t describe your company in English, you’re in trouble.
• Know what you are going to say before you start your pitch.
• Tell me immediately what you want. Don’t expect me to figure it out.
• Don’t repeat yourself unless there’s a good reason.
• Anticipate this question: Why should I care?
• Bring a business card (some folks last week did not). I expect one. Don’t just circle your name at the bottom of your press release.
• Pitch real stories. Telling me your company is wonderful and your CEO is a great person is usually not persuasive.
• Ask yourself, would you really want to read what you are offering? If the answer is yes, your idea will usually sell itself. Otherwise you’re in trouble.
• In that vein, don’t ask me what I want to read. I’ll know it when I see it.
• Don’t ask me who covers what or who to contact at the newspaper. It’s your job to know.
• Understand what newspaper journalists do. They report news and trends, often on deadlines. Their interests are not necessarily aligned with yours. Tell them why their readers should care about your client.
• Be aware of business or economic trends and how your company fits in.

I STRONGLY recommend any person preparing to speak to a journalist read (or re-read) Beebe’s list and adhere to his advice.

For although most of Beebe suggestions should be second nature to PR professionals, the fact that he wrote the story/column at all proves that some PR practitioners and spokespeople have some basic improving to do.