Though they might not admit it, most journalists actually like solid, professional PR people. The others pretty much drive scribes crazy. Here are seven of secrets that these solid PR pros know:
1. Get to know the media folks you’ll need before you need them.
If you wait until you need to reach a journalist before initiating any contact with that person, it’s already too late. Relationships are everything. Your call will be returned and your email answered much more quickly if it’s not a cold pitch.
2. Respect media deadlines
Publication deadlines are only part of the picture. Be a sleuth (but not a stalker). Notice the rhythm of the day for the media people you need to reach most often. Scan for the timing of their posts and updates on social media sites for clues. Or send a short message and ask when they want to be contacted. Do they want only emails, not calls? Write down these preferences and honor them as best you can.
3. Provide information promptly without interrogating.