By Richard Milton
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Additional resources for Do Your Own PR
There is a new product to be launched; a distributorship deal to be announced; or a major international order for millions of pounds. The new gizmo will be out of the laboratory, or flown in from the States by the end of the month; the sales director and the MD are feeling bullish about the company’s prospects so they tell the PR manager or the agency to call a press conference. The invitations are duly sent out and the journalists are canvassed by phone to make sure they are coming. The hotel is booked and the menu is chosen.
The truth is, of course, that journalists are a representative group just like any other and, hence, reflect the political divisions of the country; some are left wing, some are right wing; some couldn’t give a toss. It is not impossible for a journalist to slant a story if he or she doesn’t like your politics or your product, but it is unlikely for two reasons. First, his or her copy is going to be seen by many people (half a dozen or more on a national daily) and they are not all going to share the reporter’s views.
Do be helpful to young, inexperienced journalists - it may repay you later. * Do remember that many journalists are counter to the usual stereotype; half are women, many are non-smokers and non-drinkers. * Don’t complain to editors unless you are sure of your facts. * Don’t attempt to manipulate the press - the outcome may be unpredictable. * Do treat the press seriously and as openly as possible if you ever expect to rely on them as a channel of communication. fm Page 33 Friday, December 5, 2003 2:22 PM Face To Face Preparing to be interviewed Preparing for an interview is not a matter of getting an edge on the journalist or of putting yourself in an artificially good light.
Do Your Own PR by Richard Milton