#prproblems

The relationship between a public relations practitioner and a journalist can be compared to the infamous Looney Tunes duo Ralph the Wolf and Sam Sheepdog.

They punch in for their shift, bicker for most of the day, but in the end know that they need each other to get the job done. 

When done right, a positive relationship between a public relations practitioner and a journalist can flourish that benefits both parties. However, when done improperly all that will come of it is a ruined relationship, unanswered e-mails, and a good story with no media coverage. 

If you have something good, a journalist will want to get it out there just as much as you do. In order to achieve successful publicity, a positive relationship between the two is vital. 

Here are five ways to improve your chances at creating and sustaining a long-lasting relationship. 

1) Do your research prior to contact 

Everyone has the ability to become an FBI agent with the Internet nowadays, so use it to your advantage. The better you understand the type of stories a journalist covers, the better your chances will be. Keep in mind they are receiving hundreds of e-mails every day, but try to not let that discourage you! Some will sort e-mails into archives and save them for a later date.

2) Work in advance to cater to journalists editorial calendar: 

The more time that they have to properly cover your story the better. Journalists work way in advance to slot stories in order to ensure they align with tight deadlines. Sending them a story last minute will not make their life any easier, nor will it increase the chances of getting your story covered. Organize yourself months in advance to ensure the journalist you are reaching out to can plan accordingly. Also, be mindful of holidays and major events.

3) Make initial agreements: 

Do not send follow-up e-mails that cause more of a hassle than anything. “Hey did you ever use that? Can you send that to me?” They are not your clipping service, it is either online somewhere or in the paper. Journalists have to keep moving, and if you are asking them to backtrack, chances are they do not even remember what they wrote. It is not their job to provide you a running copy of your story unless you made that initial agreement.

4) Bite size your information and make it digital friendly: 

Due to the popular demand for more online content, journalists have to digest their information into bite size pieces to better fit electronic devices. Surely they will appreciate you converting your story to fit the same standards. For social media purposes, try providing an example of your story in this type of format: picture, grabber headline, paragraph, news to follow.

5) Do everything you can to make their life easier:

Ask questions! Does this interest you? Do you need more information? Think about anything and everything you can do to make their life easier. Provide an overload of information in a concise manner. Pictures, a variety of quotes, and be on-call for follow-up questions. 

For journalists it is getting increasingly more difficult to get the public’s attention, and that is where communications comes into play! Public relations practitioners are known for providing stories from a more diverse, creative angle, and journalists respect that.