Page 17 - WBG March 2025

FEATURE

morning, and an afternoon paper, call early in the afternoon, 14. Do not be a flack or flake. A flack is derogatory newsroom
when there is less deadline pressure, and the reporter is more likely jargon for a pushy, clueless, public relations person. A flake is the
to have time to listen to your side and work on your story. one-issue weirdo who ties up your time without giving you a good
story idea. In contrast a public relations person that is helpful and
8. Do not ask for a correction, it is not what you want anyway. passes on good story ideas is appreciated and the one-issue guy
A correction is run very small, consists of a short sentence or two who gives great ideas for stories is a proponent or advocate.
explaining an error and is buried somewhere in the paper. A
newspaper is unlikely to run a complete, prominent story correcting 15. Be persistent, but do not overdo it. Call or write as often as you
a previous story unless they are provably wrong on a matter of need to get the story you want but do not call every day or expect
concern to a great number of readers or are trying to stave off a an immediate response. If you are polite, interesting and promise a
potential lawsuit. Instead, suggest a follow-up story. good story a reporter will respond eventually. But your story is not
as important to them as the deadline story they are working on for
9. Suggest a follow-up. Reporters and editors love follow-ups. It tomorrow’s paper.
lets them milk an old story, turning it into an ongoing saga. They
keep the readers’ interest and allow the reporter to feel like they
are on top of an issue. Especially in police-related stories, there is The Press Statement
a flurry of initial activity and then the well runs dry. Suggest stories
that get local people in the paper, which show a different opinion, A press release, news release, media release, press statement or
which generate some sense of drama. video release is a written or recorded communication directed at
members of the news media for purpose of announcing something
10. Provide sources and documentation. Most reporters have newsworthy. Typically, they are mailed, faxed, or e-mailed to
had in the past little to do with the subject of your story and will assignment editors at newspapers, magazines, radio stations,
have little to do with the subject in the future. Give the reporter television stations or television networks.
ideas on how to contact local sources through universities and other
groups.Provide well-written, professional-looking documentation The use of press releases is common in the field of public relations.
that they can access for background information. Have industry Typically, the aim is to attract favorable media attention for a
contact numbers available. And have important facts and company and/or provide publicity for products or events marketed
figures that illustrate the point you are making, handy and by the company. A press release provides reporters with an
accessible. information subsidy containing the basics needed to develop a
news story. Press releases can announce a range of news items,
11. Do not be the Pro from Dover. Do not be the all-knowing such as scheduled events, personal promotions, awards, new products
voice from afar that calls in to set the hicks straight. Especially for and services, sales and other financial data, accomplishments, etc.
smaller newspapers, reporters prefer to talk to local people, or at They are often used in generating a feature story or are sent for the
least people in the region. Newsrooms are notoriously stingy places purpose of announcing news conferences, upcoming events, or a
and office managers frown on long-distance phone calls. Reports change in a corporation. A press statement is information supplied
are unlikely to quote Ernie Expert from across the country but Larry to reporters. This is an official announcement or account of a news
Local from the capital city is not too far away. The only exception is story that is specially prepared and issued to newspapers and other
if they can quote an “official source,” such as a manufacturer or an new media for them to make known to the public.
official in an industry group.
Technically, anything deliberately sent to a reporter or media
12. Provide sound bites or clear quotes. When you are being source is considered a press release. Public relations professionals
interviewed, speak slowly, in short sentences. Allow pauses in the often follow a standard format that they believe is efficient and
conversation. Avoid run-on sentences or rambling diatribes. The increases their odds of getting the publicity they desire. The format
more concise and to-the-point your response, the more likely you is supposed to help journalists separate press releases from
will be quoted instead of paraphrased. If the reporter asks you the other communications methods such as pitch letters. A press
same question several times, they are trying to get a complete quote release body consists of 4-5 paragraphs with work limit ranging
from you and either missed it, or you never finished your thought. to 400 to 500 words.
If they feel you did not answer a question, they may try to ask it
repeatedly, taking several different tacks. Some of these common structural elements include:

13. Do not resort to mail bombs or mass mailings. Having Headline—used to grab the attention of journalists and briefly
everyone you know flood the newsroom with the same or similar summarize the news.
letters will not have the result you want. The editors and reporters
will not see the error of their ways or be cowed by the support of a Dateline—contains the release date and usually the originating
crowd. Instead, they will be annoyed, especially if all those letters city of the press release. If the date listed is after the date that
come from out-of-town and have an insulting or threatening tone. A the information was actually sent to the media, then the sender
well-written, polite note or phone call with these tips in mind will be is requesting a news embargo, which journalists are under no
more likely to generate the response you want. obligation to honor.
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