Social media has made a PR rep’s job harder.
Should you ask before following a reporter on Twitter? Is it OK to respond to a HARO request even though the expert you represent only kinda sorta knows about the issue? Is it ever OK to just pick up the phone and call someone?
No, no and no.
I don’t claim to be the Emily Post of PR-reporter netiquette. But I’ve spent enough time on the news side of that particular fence and been online since the dawn of email to have formed strong opinions as a result, opinions that based on my conversations with other reporters and freelancers, are widely shared.
If you represent a company or organization dealing with news media and wonder how email and social media fit in, here are some pointers:
DO
* Email your press release – But don’t follow up to find out if I got it, read it, like it, want to use it. If I do, I’ll be in touch.
* Follow me on Twitter and LinkedIn – So when I am looking for sources you’ll know right away.
* Respond to my tweet, LinkedIn question or HARO request – If the professor, company, non-profit or other source you represent fits my need as I’ve outlined it.
* Cover yourself – If the organization you represent makes a huge announcement and you’re not going to be around to handle reporters’ calls.
* Promptly follow up interviews – With any additional facts or materials your organization’s source promises to get to me.
* Tweet me to pitch a story idea – Or at least to see if I’m interested. Love the 140-character cut off – it keeps pitches from running on and on. If I like it, I’ll ask for more details in an email.
DON’T
* Call me – That’s why email was invented.
* Futz around making press releases arty or pretty – All I need are facts, contact information and links to pertinent websites.
* Ask what I’m working on – Chances are I can’t or won’t tell you.
* Respond to HARO requests with sources that aren’t related to the topic – FAIL. Don’t expect a quick reply either. A single HARO request can elicit dozens of replies. I try to answer all of them, even if it’s just to say thanks but no thanks. But if I’m on deadline I might not have the time. I will, however, save them for the next time I’m writing on that topic.
* Ask me to sign a non-disclosure agreement – Been there, done that, got burned, won’t get burned again.
* Ask me to send you a link to the story when it comes out – I’ll say yes because I’m polite that way, but by the time it does come out I’ll have forgotten or will be on another deadline.
* Invite me for coffee or lunch to hear about what I do – Unless it’s something I’m actively working on I can’t take that much time out of my day. If I want a F2F interview with your client, I’ll let you know. Or go to national or local meetings for the industries or subjects I write about – I’ll be in networking mode and will be happy to meet you and talk about your client.
* Friend me on Facebook – It’s the one social network I reserve for friends and family.
@Michelle: this is a great list! Another pet peeve of mine is when someone who isn’t even offering a source emails me via HARO and says, “that sounds like a great article! Could you send it to me when it comes out?” Flattering, but I cannot spend the time being a human clipping service for someone who isn’t even involved with the article. Sorry.
Also, here’s how I handle HARO. I have a standard response I use that basically says, “thanks for the info! I’ll be in touch if I need to schedule an interview.” Sometimes I’ll have HARO users respond to a separate email address that has that message as an autoresponse, too. That way the source or PR person has confirmation that I got their stuff, but I don’t have to explain why I couldn’t/didn’t use their source. And if another source falls through, the door is still open for me to get in touch with others.
Susan: I love the idea of creating a separate HARO email address or even just a separate email folder then creating a rule in Outlook that sends the replies there. And creating an auto-reply to alert PR agencies who respond that you got the message is pure genius. Thanks for the suggestion, I’m definitely doing this the next time I need to do a HARO request.
Michelle
Hi Michelle
Good list. The only remark I’ll make, having now worked on both sides of the fence more recently doing some PR work, is that some reporters are chatty and ok to hear from PR when they are not on deadline. You just have to be respectful (do you have a quick moment?) and get your (hopefully valid and newsworthy) message across in 30 seconds. I do ask reporters if they are interested in covering said topic/beat in the next 3-6 months. If the answer is no or never, I then know to leave them alone….PR is a necessary evil yet there are good ones who provide value in an unobtrusive manner! (even via phone) I will say that some reporters can be very rude. I never was, and don’t see the need unless the person on the phone is an idiot. If you are on deadline and dont recognize the #, don’t pick up! Otherwise, a polite, “I don’t take phone pitches, but thanks…” Or “call me back Friday afternoon” (only if you mean it though) is a great way to end the call.