In a section of his timeless best-seller “How to Win Friends and Influence People,” Dale Carnegie discusses “becoming genuinely interested in other people” and “talking in terms of the other person’s interest” as two ways to make people like you and, in turn, become a more successful professional.
For PR pros, embracing Carnegie’s suggestions—putting aside our natural “us first” mentality and talking in terms of the media’s interests instead—will enable us to gain a more comprehensive, balanced, and well-rounded understanding of the other side of the relationship between PR pros and journalists. In time, that understanding will benefit our initiatives tenfold in successful coverage for our clients or organizations.
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In no particular order, below are some top journalism resources that can help PR pros understand today’s journalist and move toward a more cohesive, beneficial relationship for both sides:
• Sree Sreenivasan (@sree and sree.net): Columbia University’s first chief digital officer and a faculty member at Columbia Journalism School, where he teaches social and digital media. Newly the chief digital officer of the Metropolitan Museum. Named to lists including Poynter’s 35 social media influencers, AdAge’s 25 media people to follow on Twitter, and OnlineColleges’ 50 most social media savvy profs.
• Richard Deitsch (@richarddeitsch): Media writer at Sports Illustrated and journalism professor at Columbia University. Deitsch often shares his favorite pieces of journalism from the week and offers his thoughts on how various media organizations cover the news.
• Poynter (@poynter and poynter.org): The Poynter Institute is a school dedicated to teaching and inspiring journalists and media leaders. It promotes excellence and integrity in the practice of craft and in the practical leadership of successful businesses. It stands for a journalism that informs citizens and enlightens public discourse.
• Jay Rosen (@jayrosen_nyu): Journalism professor at NYU, often giving a journalist’s take on journalism and current events.
• Twitter for news (@TwitterForNews): Spotlighting best practices and innovative uses of Twitter by journalists and newsrooms.
• Mark Luckie (@MarkSLuckie): Manager of journalism and news at Twitter. Luckie spends his days educating journalists and newsrooms on how to use Twitter to their advantage.
Aaron Gottlieb works in sports PR and media relations in New York City. Follow him on Twitter @aarongottlieb.