Making friends with the media

A few weeks ago, my professor invited Greg Kowalski, the editor of the Birmingham Eccentric, to speak to our class about how to write a press release that will get read instead of end up in the trash.

In this industry, its important to establish credibility--It's paramount in public relations. With that said, I'll give you some background :

Greg Kowalski has 32 years of experience in journalism, mainly in newspapers as a writer and editor. Prior to his current position, he was also editor of the Hamtramck Citizen, the West Bloomfield Eccentric and the Southfield Eccentric. In addtion, he has edited magazines and written in various types of publications. Kowalski has also done public relations for a hospital corporation and did corporate communications for Blue Cross/Blue Shield as well as a variety of freelance clients.

One very helpful piece of information that he passed along was his tips for dealing with the media. As you know, I'm always happy to pass on things that might be helpful.

TIPS FOR DEALING WITH THE MEDIA

• Be direct. Prepare a no-nonsense press release with the specifics clearly stated.
• Mind the basics: Misspellings, bad grammar, wrong names, incomplete information, will get your release tossed into the trash. Accuracy is essential. Newspapers hate to make corrections, especially when they are the result of incorrect information provided to them.
• Make sure the contact number is clearly stated at the top. Be sure to distinguish if the contact number is for media only and there is a separate contact number to be listed for readers/listeners/viewers.
• Send your release in a timely manner. Different organizations have different requirements. If you are sending an announcement, most places want it about two weeks in advance. Any earlier and it might be forgotten; any later and you might miss the deadline. It is best to call in advance when possible and ask about deadlines.
• Try to direct the release to a specific person and make sure its the right person. Sending an announcement of an art gallery opening to the auto editor isn't going to be productive.
• In most cases, e-mailed releases are acceptable.
• It's acceptable to call after a release has been sent to see if it has been received and if there is any interest in it. BUT-- Try to learn the deadlines of your regular contacts and DO NOT CALL when the person is on deadline. DO NOT CALL EVERY DAY. Call twice or even three times, but space the calls. E-mailed inquiries are less obtrusive, and recommended.
• Be professional. Rudeness and badgering will not be tolerated.
• If possible, try to establish a relationship with your contacts to build a sense of trust and familiarity--essentially create rapport.