The relationship between communicators and journalists plays a vital role in providing relevant information to the public. While each may have different objectives, both PR professionals and journalists can benefit from a partnership based on respect and professionalism.
I’ve put together a series of dos and don’ts that any communicator or brand representative should keep in mind when dealing with journalists.
When dealing with journalists, it is advisable to adopt an open and transparent approach. It is important to provide accurate information, to respond promptly to journalists’ questions and not to hide or ‘omit’ information. At the same time, journalists need to be clear about their needs and expectations. Ongoing communication can help build trust.
Journalists work to tight deadlines, so we need to provide them with all the relevant material on time so they have time to research and prepare their stories. Meeting deadlines is all about mutual respect and professionalism.
At the same time, every commitment must be honoured: for example, if a company representative has agreed to attend an event and can’t because of an emergency, they need to give advance notice, with apologies.
As communications professionals, we should invest time and effort in understanding the interests of the journalists we work with and not insist on covering certain topics if they are not of interest to their audience.
Journalists appreciate relevant information. Although it takes effort, by providing interesting resources and data, PR professionals can help them create content that is relevant to the audience. Beyond the information the company wants to communicate, the role of the PR professional is to find an angle that is relevant to the journalist and their audience.
A solid relationship based on trust is built over the long term, in small steps. Regular meetings, communication, valuable information, resources and ideas can strengthen relationships and facilitate future collaboration.
To maintain a relationship of trust, we must avoid manipulating or distorting information provided to journalists. An honest and transparent approach will help maintain mutual respect and credibility on both sides.
When covering a story, it’s important to respect journalists’ agendas and choices. Excessive or even aggressive insistence, pressure, or attempts to control the content of stories can damage the relationship.
If there is a mistake in communicating with journalists or providing information, it is advisable to take responsibility and correct the situation as quickly and transparently as possible. Failure to take responsibility can damage relationships and trust with journalists.
Journalists must maintain their editorial independence and objectivity, and we have to understand and respect this. Attempts to influence the content or the way an article is written can damage the credibility of both the journalist and the organisation they represent. Respecting the journalist’s autonomy helps build trust and fosters long-term cooperation.
When dealing with a journalist, it is advisable to limit yourself to emailing or phoning/WhatsApping only in specific situations that require an immediate response. It is not recommended to contact a journalist via personal social media profiles.
In conclusion, by following the principles and best practices outlined above, PR professionals can build lasting relationships with journalists. Open communication, mutual understanding and the provision of quality information are key to a fruitful collaboration between the two parties.
Read the Romanian version of the article here:
Relația dintre specialiștii în PR și jurnaliști: recomandări și greșeli de evitat