Reporters are from Pluto - We are from Saturn

There is a reason we call it media relations. A successful media relations strategy must focus on developing and maintaining quality relationships with members of the media. This might seem simple, but in all reality it is as complex as any other human relationship we engage in.

The relationships in our lives that hold meaning for us often are somewhat difficult to maintain. I often like to say, “it isn’t all Ferris wheels and cotton candy!” Think of the relationships in your life – relationships with friends, family, romantic partners, co-workers, etc. What makes those relationships work?

You might find some of the following five qualities:

Good communication. Staying in touch and sharing parts of your life with the other person will help to prevent misunderstandings and unwanted distance in the relationship. Making your needs and desires known is critical, as is allowing the other person to do the same.

Attentive listening. It’s easy to forget, but communication is a two-way street. Listen effectively to what the other person is saying as they express their own needs and desires.

An understanding of where the other person is coming from. If you don’t understand, then start asking questions and listen to the answers.

An ability to admit that you are wrong, or don’t have all the answers.

A sense of humor. Many of us take life and ourselves way too seriously. A laugh can go a long way.

Respect for the other person. Pretty simple concept, but sometimes difficult to remember.

All of these apply to your working relationships with members of the media as well. Far too often, we fail to effectively communicate with reporters except for the occasional generic press release. We don’t always listen carefully to what a reporter wants and needs for the story to be successful. Sometimes we find it difficult to admit that we don’t know something. And, we often fail to respect the reporter as the professional that they are.

So, the next time you are about to begin or try to strengthen a relationship with a reporter, keep all of this in mind. Put yourself in their seat, and remember that they have a job to do just like you do. And don’t forget to share some humor along the way as well – the life of a reporter is very stressful. Any chance to laugh is welcome.

Another Puzzling Question Still Remains

Now that we know the true identity of Watergate source, "Deep Throat," it's time to discuss another question that has puzzled many for years. What is the best way to distribute a press release?

Today there are basically three different ways to distribute a press release to the media - mail, fax and email.

The simple answer to the above question is this: know the reporter and what they prefer. Each reporter really does have a preference. Many find mail and faxes to be an insult because they see them as completely "old-fashioned" and outdated. Others just haven't grasped onto this whole email thing just yet. Unfortunately for them, it's not going away any time soon. However, if you send your release to that reporter via email, realize that they probably won't read it or will become highly irritated with you. That is why it is incredibly important to know your reporters and their preferences.

You will find that most reporters do prefer email. But there are other considerations to talk to those reporters about. Do they prefer the full release included in the body of the message or would they prefer a word attachment? Some reporters like to have a link that will take them to the full release on your website.

Also, remember that many media organizations have very sophisticated email filter programs that are designed to weed out the enormous amount of spam they receive on a daily basis. Often, your email might not make it through. Talk to the reporters you work with and ask them to have your email address added to the organization's "white list." This will make sure it gets through. It doesn't hurt to follow up after sending your next email to this person, to make sure the listing worked.

Of course, those of you who have attended one of my workshops know that any discussion of press releases must come with the following caveat. The press release is only one piece of the media relations puzzle. Don't depend on it to garner coverage. Coverage is garnered in the follow-up and, often, in a pitch that is communicated over the phone or in a short email message.

The "Disturbing Speech of the Day"

Well, I hope Ted Turner never speaks at my birthday party. The mind behind CNN, which turned 25 this week, said in a speech yesterday that the networks needs to cover more international and environmental news, not "the pervert of the day."

Turner, an outspoken media mogul who started CNN in 1980 but no longer controls the network, said he envisioned CNN as a place where rapes and murders that dominated local news wouldn't be emphasized, but he's seeing too much of that "trivial news" on the network he created, now second in ratings to Fox News Channel.

"I would like to see us to return to a little more international coverage on the domestic feed and a little more environmental coverage, and, maybe, maybe a little less of the pervert of the day," he said in a speech to CNN employees outside the old Atlanta mansion where the network first aired.

"You know, we have a lot of perverts on today, and I know that, but is that really news? I mean, come on. I guess you've got to cover Michael Jackson, but not three stories about perversion that we do every day as well."

Source: AP via Yahoo!

While I agree with Ted's underlying principle here, I wonder if a celebration of this historic network's silver anniversary could have been a little more positive and upbeat. But, we all know Ted is Ted. After all, later in his remarks, he claimed to have had a significant role in ending the cold war. Well, Mr. Turner, on behalf of a grateful nation, I thank you.

World Newspaper Sales on the Rise

An interesting article from the folks across the pond at MediaGuardian.

While newspaper sales in the U.S. continue to decline, internationally they are on the up, with new figures showing daily newspaper sales across the world increased by 2.1% in 2004.

A resurgence of interest in newspapers in Asia, Africa and Latin America is more than making up for lackluster sales in Europe, the US and Australia, according to figures released today by the World Association of Newspapers, which credited new formats, better distribution and the new trend for free newspapers with the rise.

Hmmm. Free newspapers?

I've often said that a 13-year-old kid could do better...

And now he has a chance. And so do you.

ValuSoft, a division of THQ Inc., and a global publisher and distributor of interactive entertainment and productivity software, today announced the release of Tabloid Tycoon (TM)
This PC Game, which is rated "T" for Teen, allows players to write and create their own scandalous tabloids, as well as build a media empire. The game will be available at retailers throughout North America for $19.99 SRP.

"The popularity of tabloid magazines has become a part of our culture. Readers thrive on the gossip, rumors and unusual tales told by the tabloids," said Scott Zerby, Vice President of ValuSoft. "Tabloid Tycoon puts the player into the publisher's seat, allowing them to write and create their own 'scandal sheet' by using the in-game story templates while trying to become a multi-millionaire media mogul."

Scott, hate to burst your bubble, but, we already have these options at our fingertips. It's called blogging.

More info at the ValuSoft website.

And now, for the sidebars...

From Wonkette, we learn that O'Connor wasn't the first to put this in writing.

I thought for sure it was Colonel Mustard...

Well, someone is getting a raise at Vanity Fair. The great mystery that has puzzled us all for years appears to have been solved. The next question - why now?

Oh, I'm sorry, in case you missed it, the legendary "Deep Throat" has identified himself as 91 year-old W. Mark Felt. Mr. Felt was the number two guy at the F.B.I. during the Nixon administration and has kept his identity secret for more than 30 years since assisting Bob Woodward and Carl Bernstein in bringing down Nixon through a series of articles in the Washington Post.

The three men who were said to be the only ones who knew D.T.'s true identity, Woodward, Bernstein and Benjamin C. Bradlee, the Post's executive editor at the time, have all confirmed the accuracy of the Vanity Fair piece, written by John D. O'Connor.

"W. Mark Felt was 'Deep Throat' and helped us immeasurably in our Watergate coverage," according to a statement issued by Woodward and Bernstein.

Was the family paid for the story? O'Connor says no.