Communication Nightmare:A boss who doesn’t “get” media relations

How should this PR pro deal with a boss who constantly blows off reporters?

How should this PR pro deal with a boss who constantly blows off reporters?

I started a new job, and well, it has been quite interesting. For the most part, I enjoy the work that I do daily. I’ve established strong working relationships with my co-workers and senior leadership. But, I can’t seem to crack the code with my new boss.

I am a media relations person who reports to a marketing team. I am building the company’s trade media strategy as there wasn’t one in place. I have 10 years of marketing and media relations experience gained at three different multinational Fortune 500 companies. And, I have a boss who is eager to coach. So, pray tell, what is the problem?

My boss, while very knowledgeable, understands marketing, but not media relations. In fact, he believes media relations is a marketing tactic that only consists of press releases. Here’s a recent exchange:

Me: I’m sending out our consumer research release Tuesday to category trade publications, except confections and candy. We’ll be ready to pitch the release by end of week.

Boss: I want you to send to confections and candy media. They need to know we have research as well. I want them to have it as an FYI.

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