10 ways journalists wish PR pros understood their work

Former reporters who are jumping into PR roles share takeaways for their new colleagues about how to engage with news media gatekeepers.

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What PR pros should know about reporters

The media landscape keeps changing—and after COVID-19, that change has been accelerated. For some journalists, it’s the perfect moment to make the jump to public relations, but they hope to take their experience on the other side of the table into their new work.

We recently caught up with two PR pros who recently transitioned from the media desk to the PR trade.

John Defterios, former CNN Business emerging markets editor and anchor, has joined APCO Worldwide as a senior advisor, bringing more than 35 years of experience covering top business developments with a special focus on trade, geopolitics and energy.

Teena Maddox, former associate managing editor at TechRepublic, has joined Brodeur Partners as a vice president.

Here are some of their tips on how to more effectively work with the journalists who are on the receiving end of the pitch:

John Defterios

1. Please research your media contacts.

It’s well-worn advice, but as long as journalists get the unwanted email blast from less scrupulous pros, they will continue to bemoan lazy outreach.

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