Today’s episode was inspired by a recent MuckRack article pointing out the two major ways PR pros can be annoying to journalists: PR agencies requiring staff to use pitching techniques that no longer suit the current journalism landscape and client expectations focused on producing call logs over long-term results.
Rather than become another barrier to journalists doing their jobs, how can we improve on this?
Education: help clients understand the value of moving away from a focus of activity for activity’s sake. Journalists are outnumbered by PR people so constant contact to show “productivity” will not achieve the actual goal.
Results: together with the client, decide on the desired, measurable goal and work toward achieving it.
How do you balance client expectations with maintaining good relationships with your journalist contacts? We’d love to hear from you.