Media relations applies to all outlets, even trades

I recently had a conversation with an irate reader who didn't like our reporting on a certain story.

I recently had a conversation with an irate reader who didn't like our reporting on a certain story.

Unfortunately, a rational discussion on the problem was impossible. Another long-lost contact suddenly dropped into my in-box last week. Despite repeated attempts to touch base with this person over the past couple years, it seems that nothing short of a significant account loss could prompt him to reconnect.

As often happens with industry people when dealing with their own trade titles, normal rules of media relations do not always apply. We're used to this.

But it is instructive for PR people to see the media landscape from the perspective of their CEO, or their client. One executive I spoke with was being featured in a major newspaper for a story unrelated to his company. He was incredibly nervous about how he would come across in the piece. Though seasoned in media relations, he was not accustomed to the spotlight.

Whether in the trade media or national news outlets, the media opportunities are there for communicators to put themselves in the place of company executives who take their advice every day. How well they meet the challenges of stories that go their way - and those that don't - speaks volumes.

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