Tom Unger, ABC, APR, Fellow PRSA’s Post

Thanks for including our chat in your Media Relations Tip of the Day, Josh! I love hearing pro tips to keep us at the top of our game.

Media Relations Tip of the Day: If you are speaking with a member of the media who requests more info from you for a story, you should try to respond honestly if you can get this content before their deadline. Nothing burns a relationship quicker than if you tell a reporter you can secure content or an exec for an interview and then can’t come through. When I work with media, I will be transparent in letting them know what I can secure and in what time frame. If I can’t get the content, I work with the reporter to find an alternate solution – this could include providing different content or the reporter extending their deadline to ensure they speak with a specific exec. #mediaoutreach #mediacoverage #PRTips   Thanks again to Liz Meagher Cooper as we discussed this topic earlier this month.

"Tell me about a media hit you're most proud of." 📰 This is a real question I like to ask candidates interviewing for a media relations role. I ask it for a couple reasons: 1.) I want to understand the strategic thinking that went into said media hit and 2.) I want to see if they're passionate about media relations. IMHO, #2 is the most important. The best PR pros I've worked with love the chase and this usually comes through in their answer. You don't want box checkers. ✅ You want people that truly enjoy finding the perfect news hook and who get a thrill when a reporter lights up their inbox. 👀 Happy interviewing! #PublicRelations #PRAgency #CareerAdvice

Being a decent human being can significantly enhance your skills as a media relations expert. Genuine kindness, empathy, and integrity build trust and foster long-lasting relationships with journalists and media contacts. When you treat others with respect and consideration, you're more likely to be seen as a reliable and credible source. This trust leads to more meaningful collaborations and greater media coverage. By prioritizing transparency, timely communication, and mutual respect, you create a positive and productive environment that benefits both you and your media partners. #MediaRelations

One of the most common pieces of media relations advice is that each pitch should only go to one person at a time. But that’s not always true. Let’s say you’re up against a deadline to get news out and there are multiple people at the same outlet who could potentially be interested in your story. In that case, does it always make sense to put all of your eggs in one basket and hope for the best? Nope. There’s nothing wrong with contacting multiple relevant people *from the same outlet* in one email to see who might be interested in the story. Some of my best press coverage came from this approach. It’s also more polite than multiple individual emails because the team of journalists will know where the story stands and not duplicate each other’s efforts. Don’t be afraid to break some PR “rules” when it makes sense.

Do you find reporters intimidating? Do you want to engage media for your organization, but worry about interviews gone wrong? On my new "Insights" page, I share my top two tips that will increase your odds of positive interactions with reporters. To get future communications tips sent via email, sign up on my website!

What 95%+ of respected reporters think when an interviewee or their PR firm demands to see all questions in advance: 1) What do they have to hide? 🤔 🧐 2) Are they not prepared to talk about their organization without a cheat sheet? 3) I almost never do this with anyone else, why do they think they’re special? Yes, it’s fine to ask about general topics and this should usually be apparent anyway from the initial pitch or incoming email from the reporter. But requiring reporters to furnish questions in advance as a condition for doing the interview, will raise 🚩s about the client and the firm. A seasoned PR/media relations pro should be doing the work of anticipating what’s likely to be asked and prep the spokespeople, executive etc. to handle it deftly. And they should have the confidence to tell the client that asking for Qs in advance is (quoting my 12 year old daughter) “cringe and sus.” Thanks for attending my little rant, now go out there and make it a great Sunday please!

Quick media relations tip: Don't give journalists too many choices They will sense the confusion. They don’t have time. Pick one story you’d like to pitch and highlight. A great one. Give them one CTA. Et voila.

"GROUND RULES" As a reporter, I bristled whenever a public relations/affairs person explained the "ground rules" of an interview. My initial internal reaction was always along the lines of, "Don't tell me what I can ask and what I can't." It could sometimes lead to a strained encounter, depending on how those rules were expressed. One of the things that we teach our public affairs students at the Defense Information School is that a good military public affairs officer sets firm parameters around a media engagement, be it a press conference or a one-on-one interview. And to stick to their guns. But I tell my students that they can catch more flies with honey than with vinegar. Instead of using the phrase, "ground rules," consider "guidelines." Or "parameters." Better yet, don't use any phrase at all. "Hey (insert reporter name here), just wanted to let you know that I've got about ten minutes to spend with you, and I'm prepared to talk to you about (insert subject matter here). If you've got questions on other topics, I will have to get back to you on those, or I can direct you to a more appropriate resource." This way, the PAO sets the expectations in a non-threatening, relatable way with the journalist, and lessens the chance of the engagement going sideways before it even begins. What hacks do you have for a smooth and professional media engagement? #MediaEngagement #PublicAffairs #Media #InterviewPreparation #Journalism #Professionalism

A professional tip for those in LA & NY. I do not recommend going through well known personal contacts to get an interview. Always contact their publicist or agent even if they are a friend, family friend, or loved one. I have made that mistake before and learned the hard way. Last thing— if you’re in PR and care about “celebrity” honestly just leave PR. Clients who are “famous” (in LA we hate that word) should always be contacted through a publicist even if you’re on a texting basis or are close friends. Just a little tip for journalists who strive to interview prominent people. #prgirlie #commsgirl #comms #pr #mediarelations #careers #blacklinkedin