Media Relations: From the Reporter’s Perspective

Speakers:
Ellen Rosen, business editor, Democrat and Chronicle
Gary Walker, WXXI
Mike Zimmerman, news executive editor, eweek

Ellen Rosen

• Get to know a reporter and maintain a good relationship
• Know your source
• E-mail your pitch first, then follow up with a phone call the same day
• Know the impact of your story on the publication’s audience
• Be aware of the media’s needs and the best sources for the reporter to speak with
• Communication is key. Provide the media with as much information as possible and stay in touch with them
• Be honest, open and prompt
• Be aware of convergence in the media

Gary Walker

• Relationships are key
• Know the media’s work (do your homework!)
• Be as helpful as possible
• Give them enough lead time and information
• Be as clear as possible

Mike Zimmerman

• Know the publication and particular topics it covers
• Know the pitch details inside and out to answer any on-the-spot questions
• Be persistent and keep in touch with them. The more communication the better (send e-mails first, then call)

Q &A Session
Question: How can I build a relationship with a reporter?
Answer: You can start a relationship with reporters by e-mailing them a thank you note, congratulating them on a great piece and by showing them an overall interest in what they do. Also, giving them contact information for stories is very beneficial to them and time saving. They will appreciate it.

Question: What do I do when reports have to cover an issue that may hurt our reputation?
Answer: You must answer questions! Even if you cannot give them that much information, they will appreciate you not ignoring them. Do not cut off the press, they will cover the story anyway.

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