Is There An Ideal Relation Between Journalists and PR Practitioners?

Read this excerpt from GUIDELINES FOR MEASURING RELATIONSHIPS IN PUBLIC RELATIONS by DR. JAMES E. GRUNIG, DR. LINDA HON: "Savvy media relations experts know that good relationships with reporters are ones in which both feel they have some degree of control over the reporting of the organization—neither party is in control to the exclusion of the other. Both parties trust each other to help them do their job; indeed they have a communal relationship so each helps the other even though they may get nothing in return. They are committed to making the relationship between the organization and the media work. The bottom line is that they are satisfied with the relationship."

Interesting .... Now, in Latin America, how do you get to this point in which you become a trusted person to a journalist and not the person who is constantly filling the journalists' inbox with press releases (the journalist usually does not even bother to read)?

My personal experience has been: "Give the journalist something which he will consider valuable - meaning: give the journalist something that will gain his editor's attention in the editorial board meeting that day".

• Help him do his job
• Give him valuable information
• Position yourself - not only your client - as an expert in the industry / field in which you are working
• Invite the journalist to join the company's events as much as possible
• Show the journalist that the company is also managed by "humans" - (some journalist tend to think there is always a scandal to be uncovered in some organization because they do not know the people)
• Be honest
• Work in honest companies
  

But above all, I truly believe that THE best coverage, stories and articles about the companies I am working for and have worked for, where published after a deep understanding of the work and interests of the journalists we pitched, the stories he was researching about, and the "hot" topics of the moment.

For all of you who are PR practitioners in Latin America and in companies focusing in the US Hispanic Market, here's an advice: Do Your Homework:

• Research, and identify the media leaders that are writing about the stories and companies you work for.
• Google the blogs that are writing about the topics that focus in your company / industry.
  
• Hold interviews with your boss and other managers / Interview them as a journalist would do. (don't have time for this boring activity? ask him questions every time to meet him - write answers down)
  
• Get as much information as possible
• Then write articles
• Post them in your corporate blogs
• Help your boss write valuable articles and papers about what he's doing
• Position the people you work for as "experts" in their industry

After that, go to the media (or your journalist - friend) and let them know about all the topics you can discuss with him and all the valuable information you can provide. Or even better, instead of sending a press release, invite him / her to link to your boss' blog to read the latest about .....

"Give and expect nothing in return, Give with no intention of receiving, Help others do their jobs better". Sounds naive? Try it.