When it comes to public relations, whether true or false, there are many opinions on what’s best. The rise of AI has created an echo chamber of confident sounding yes-bots. The unfortunate reality around these opinions is that some are treated as fact without nuance. The problem is when professionals are measured by something that isn’t accurate, it encourages professionals to go with the inaccuracy because there is no reward in doing otherwise.
Myth #1: Media Relations is About Who You Know
The most common in the batch and the one you’ll hear most is that the ultimate indicator of success for media relations is whether you know a specific person at a publication. PR people who lean into this claim are really saying they don’t have any other skills to offer.
The fact is that PR professionals spend a lifetime creating connections with journalists across publications. These relationships are not created by spamming reporters. No! Good media relationships are built on driving value for your contacts. Sure, they will open an email if they recognize your name; however, even one bad call can sour that relationship. Executives believe that merely having a connection with a journalist will give them access. Incorrect. Our contacts are one of the most valuable assets we have as PR professionals, and we will not ruin our reputations and relationships for a story that is not ready to be pitched.
Executives who are pressuring for subpar stories to be pushed out aren’t only burning PR relationships but also doing real damage to their company’s reputation. Setting the expectation that knowing someone is the ultimate door-opener is false and will ultimately do more harm than good, making the life of every other PR professional that much harder.
Myth #2: That Reporters Will Work Around Your Schedule
Journalism is a fast-paced environment; reporters are moving quickly and often working on multiple stories at once. Reporters are working on interviews, shaping out a full story, and they are not on your payroll and certainly aren’t working on your timelines.
Webs of approval and lack of executive availability are the surest ways to upset journalists after you’ve secured their interest. The fact is, while you may feel that a journalist needs you to fill out a story – they don’t. In any given market there are dozens to hundreds of companies with similar approaches to solving a problem. Are you one of the largest companies in the world? Is your market cap billions of dollars? No? Then let’s place our feet firmly on the ground and understand that the media can still run a story without your comments.
Understanding that when it comes to media relations, the ultimate indicators of success are two-fold: the story you are telling, and whether you are a good source. One will open the door and the other will assure that you remain a go-to contact for journalists. Understanding that when it comes to media relations, it’s about working together with your PR team to get it done. You are both working to be successful. Taking an adversarial approach by citing these myths only slows the process and hurts results.