Re: UKNM: dotcom advertising - or PR?

[asmith]

On subject of how to deal with the media, worth checking out The Fleet

Street Forum -  How to Handle

 Journalists Anti-FAQ - http://www.honk.co.uk/fleetstreet/journfaq.htm and

How to Handle PR

  People Anti-FAQ - http://www.honk.co.uk/fleetstreet/prfaq.htm


Here's some from both - there are many more......(apologies for the length

but there is a grain of truth in all of them).


Journalists Anti-FAQ


         1. Fax *and* post all press releases, especially to freelances, who

are

         always eager to get leads. Email them, too, even if the journalist

asks

         you not to. That way, they're more likely to get noticed.


         2. Follow up all press releases with phone calls. Journalists often

lose

         things, and like to be reminded.


         3. Assign your newest recruit to make all phone calls, making sure

not to

         give them any information about the journalists they're calling.

Journalists

         like to talk about themselves.


         4. When you call journalists, never check if it's a good time or if

the

         journalist is trying to make a deadline. These things are just

excuses.


         7. Choose your times to call carefully. Always call freelances

before

         9AM or after 7PM, when you're sure they're home working and will be

in

         a receptive mood. This leaves you free to call staff during office

hours.


         8. Don't date press releases. Journalists like having an excuse to

call up

         and ask for information.


         11. On foreign trips, make sure to send the journalists in economy

class,

         while you and the client travel first class. Journalists' political

views won't

         allow them to travel first class.


         12. Also on foreign trips, be sure to collect all travel tickets on

arrival,

         handing them back only when it's time to leave. Journalists

appreciate

         not having to worry about losing them.


         13. On press trips, be sure to pack the schedule as tightly as

possible.

         Journalists rarely need sleep, and dislike being idle.


         18. Maintain multiple lists of journalists according to their

importance to

         your clients. Make sure the journalists know who's on each list and

         where they rank. Journalists like to know their place.


         20. Always request two copies of every article for which you

provide a

         product or contact. Journalists appreciate your interest in their

work.

         Don't hesitate to call several times to remind them.


PR  People Anti-FAQ


1. Always wait until 5pm on Friday to call looking for a quote that "has to

         be in today". PR people like the adrenaline rush.


         3. Always be rude. PR people misinterpret politeness as lack of

urgency.


         4. Always call to demand invitations to events for which you've

been

         overlooked. Then don't show up. Remind them who's boss.


         5. Accept all invitations to one-on-one interviews. Then, just

before you

         hang up, make a comment that implies you've always wanted to have a

         real go at the interviewee and you're looking forward to it. PR

people

         hate to feel secure.


         6. Always use the same excuse when you miss interviews. PR people

         will eventually get the hint.


         8. Never thank the PR people for anything. Gratitude upsets them.


         9. Do not make positive comments regarding information provided or

         skills such as writing, presentation, or running an event. Better

to say

         things like, "Gosh, the [name rival PR agency here] event I went to

was

         really good. We had champagne."


         12. Refuse to help PR people get to know you via questionnaires or

off-

         deadline phone calls. What happened to good old-fashioned social

skills?


         13. Always yell as abusively as possible when PR people *in your

         estimation* fail to deliver what they promised. Accept no excuses:

these

         people are *paid* to serve you. Make sure they know you'll complain

to

         their client companies if they don't shape up.


         15. If you missed a press conference, call the PR company and shout

at

         them for not checking that you'd gotten the invitation. If they did

call,

         shout at them for nagging you.


         18. On press trips, be unpredictable. Miss the plane.


         21. When a PR who speaks to you at least once a week calls, deny

all

         knowledge of them. They like the anonymity.



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