Public relations pros often read advice on how to write press releases and how to pitch story ideas to journalists. Typically, they read articles by PR veterans with successful track records in media relations and receive coaching from PR mentors. They don’t always receive advice straight from journalists.
Public relations and journalists have a love-hate relationship. Reporters complain about PR pitches although many rely on PR for story ideas and even copy. With that in mind, here’s a collection of journalists’ top peeves about PR professionals – in their own words.
Irrelevant pitches. Pitches on topics their publications don’t cover and blatantly promotional pitches are one of the main peeves. “I realize they’re excited about this information, but I’m not excited about it,” Greg Couch, a writer for the Bleacher Report and correspondent for The Guardian, told MarketingProfs. “They would be more effective if they didn’t think about what their boss wants to read in the newspaper or online and instead thought about what the website or newspaper wants. It’s usually two different things. How is it relevant to the rest of the world and not just your boss?”
Too pushy. Being too aggressive annoys people and can backfire. “Instead of accepting that her network would be included in a feature story with other networks, one publicist tried to push for a broader story about her network’s latest promotion,” Paula Hendrickson, freelance entertainment writer, told Muck Rack. After hearing about that, her editor told her not to use them at all.
Requests to review articles before publication. Asking to check an article before publication is a surefire way to offend. “One PR guy said at the close of an interview, ‘Send the article for our review.’ When I said we didn’t do that, he said ‘Just send it over once it’s completed’ as though repeating it changed anything,” relayed Lori Widmer, a freelance writer and editor, Muck Rack. “When he realized I wasn’t, he went to my boss and my publisher threatening to pull advertising.”
Buzzwords. Promotional jargon and buzzwords can irritate editors. Mike Sorohan, associate vice president of electronic publications with the Mortgage Bankers Association, says his pet peeve is the word “solution.” He refuses to use it. “I’ve been in the business for more than 30 years, and I’ve seen a lot of ‘solutions’ come and go,” he told PR agency Strategic Vantage. If a trade association publication describes a product as a ‘solution,’ it implies the association endorses it, something he cannot permit.
Being overly chummy. Reporters and editors rarely have time for sociable chitchat, especially with a PR person they don’t know. They probably don’t want to chat about their weekend with a stranger on the phone. “Time is critical. I have a million things to do. If you are going to cold call me, get to the point really quickly,” one national newspaper reporter told Digiday.
Infinite follow-ups. Journalists complain about PR reps who send emails, then send follow-up emails, then call to ask if they received the email. “Yes, I got the email. That’s how email works: You send it and I receive it,” another national newspaper reporter told Digiday. “If I haven’t responded, it’s probably because I don’t think it’s very interesting.”
Dreary quotes. PR writers often stuff press releases with tediously long, pretentious quotes. Reporters typically prefer quoting sources directly, without the stiff language. Tell reporters your CEO or another executive is available to be interviewed. “I’m not going to quote a press release or PR people,” Couch told MarketingProfs. “That’s not what I do.”
Bottom Line: PR pros can gain insights into the lives of journalists by learning what PR blunders annoy them the most. PR pros who avoid these mistakes can improve their media pitches and safeguard their relationships with reporters and editors.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
