Executive Media
Public Affairs Public Relations
Jul 2008
Who speaks for you?
07/30/08 09:34 AM Filed in: General
These
days, news professionals often complain that their
contacts with businesses and other organizations are
made with public-relations staff – either in-house or
at an agency – who know no more about their client
than what is written on a news release. They don’t
know background and they can’t answer questions.
Worse, they don’t understand how the news media
operates. They can’t communicate on a professional
level with a top editor. They don’t understand how
satisfying the need for real news can serve their
client.
How does this happen?
Several trends contribute to this problem.
That’s why we at Executive Media believe that media relations should be conducted by counselors who are comfortable working with CEOs and with publishers, who have backgrounds in news and relationships with top news executives.
When we speak for a client, we make sure we know its background, its culture and its voice. We believe that makes a difference.
How does this happen?
Several trends contribute to this problem.
- News staffs grow tighter every day. Editors and reporters need to make decisions quickly and can’t afford to work patiently with inexperienced and ill-equipped contacts.
- In many shops, news media experience as a qualification for employment is giving way to expertise in desktop design, online skills and other legitimate needs of communications agencies.
- In some cases, the media-relations department is starved for budget and must get along with inexpensive, entry-level staff.
That’s why we at Executive Media believe that media relations should be conducted by counselors who are comfortable working with CEOs and with publishers, who have backgrounds in news and relationships with top news executives.
When we speak for a client, we make sure we know its background, its culture and its voice. We believe that makes a difference.
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