There’s a lot PR pros have to know to do their jobs.
Perhaps one of the most important components of the job you must stay on top of is media relations. While everyone has his or her own style of pitching, there are certain “facts” or “truths” and “myths” that come with the territory. Here are few of my favorites:
1. You must have a relationship to pitch. If you believe what you read, this is a “truth”—but it’s a myth. Based on my experience—in addition to the reporters I asked—reporters do read and use “cold” pitches. Sometimes, this can even be the start of a building a relationship with a journalist. So, if you don’t know a reporter, don’t let that keep you from pitching. However, as always, make your pitch as targeted as possible. Don’t waste their time.
2. Press releases are dead. Again, you may think is a “fact.” It’s a myth. Press releases are alive and well, and while best practices for writing them may have changed, they’re still often requested and used by journalists. Don’t forget about this valuable tool in your PR arsenal.